This Luxury Hotel Brand Is About to Open Its First-Ever All-Inclusive — on 885 Feet of Costa Rica Beachfront

JW Marriott is entering the all-inclusive arena for the first time in the Caribbean and Latin America region with the JW Marriott Costa Elena Resort All-Inclusive, set to open this spring in Guanacaste, Costa Rica.

The 415-room property sits within Costa Elena, a master-planned coastal development on the country's northwestern Pacific coast near the border with Nicaragua. The resort boasts 885 feet of beachfront, 17 pools, a 16,000-square-foot spa and fitness center, and 11 food and beverage outlets — making it one of the largest JW Marriott properties in the region.

A Strategic Shift

The move into all-inclusive represents a significant pivot for JW Marriott, a brand traditionally known for luxury, non-inclusive properties. But the shift follows a broader industry trend: established luxury hotel brands are increasingly embracing the all-inclusive model as consumer demand surges. A recent industry survey found that 87% of travelers have either stayed at or considered an all-inclusive resort, with repeat guest rates hitting 84%.

Marriott's all-inclusive portfolio has been expanding rapidly, and the JW Marriott addition signals the company's confidence that luxury and all-inclusive can coexist. The JW Marriott Costa Elena will join a growing roster of premium all-inclusive options in Central America.

The resort is located about 49 miles from Daniel Oduber Quiros International Airport, putting it within easy reach of U.S. travelers. Marriott International signed the management agreement with Mullen Real Estate Capital for the conversion, which began in mid-2025.

With Costa Rica already established as a top eco-tourism destination, the addition of a major luxury all-inclusive brand could reshape the competitive landscape in Guanacaste — a region that's been gaining ground against traditional all-inclusive strongholds in Mexico and the Dominican Republic.