Marriott Is Bringing a Brand That Has Never Done All-Inclusive to Costa Rica

Marriott International has confirmed plans to open the JW Marriott Costa Elena Resort All-Inclusive in Guanacaste, Costa Rica — the first all-inclusive property to carry the JW Marriott name anywhere in the Caribbean and Latin America region. The 415-room resort is expected to debut in 2026.

JW Marriott has historically operated traditional luxury hotels where dining is à la carte and guests pay for experiences individually. Bringing the brand into the all-inclusive format is a significant departure. The move tests whether the JW name can hold its positioning against established luxury all-inclusive brands while meeting growing demand for premium packaged stays in Central America.

When it opens, the property will offer 17 pools and 11 dining outlets — a scale that puts it firmly in the upper tier of all-inclusive development in the region. Marriott Bonvoy members will be able to redeem points at the property, extending the value proposition for the chain's loyalty base into a destination that has seen rising interest from North American leisure travelers.

Guanacaste has attracted a string of premium all-inclusive operators in recent years, including Marriott's own all-inclusive portfolio, Secrets, Westin, and Planet Hollywood. The area's reliable dry season, proximity to Liberia International Airport, and Pacific surf culture offer a different experience from the Caribbean — which appears to be exactly what Marriott is banking on with a JW-branded entry.

For travelers who have avoided all-inclusives because they feel at odds with the kind of experience a luxury brand like JW Marriott promises, this property could be a meaningful test case.