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Hyatt has Miraval Resorts and now Marriott is making a move into the fast-growing luxury wellness travel sector through a new joint venture with the Leali family (founders of the luxury hospitality brand Lefay). The partnership will bring Lefay into Marriott’s global portfolio and mark the company’s first brand dedicated exclusively to luxury wellness experiences.
The collaboration combines Lefay’s holistic approach to wellbeing with Marriott’s global reach and the strength of its Marriott Bonvoy® loyalty platform. Together, the two aim to scale the brand internationally while preserving its distinct identity and philosophy. Luxury wellness travel has emerged as one of the most dynamic segments in hospitality and is driven by growing consumer demand for experiences centered on health, longevity, and personal transformation.
Founded in Italy in 2006, Lefay has built a reputation for immersive resorts set in natural landscapes. Its signature Lefay SPA Method blends scientific research with traditional holistic practices to create tailored wellness programs that focus on physical, mental, and emotional balance. The brand emphasizes sustainability, serenity, and architectural harmony with the surrounding environment with each property designed as an eco-resort featuring expansive indoor-outdoor spaces and environmentally conscious materials.
Lefay currently operates two award-winning resorts in Italy (located in Lake Garda and the Dolomites). The brand also has three additional properties in development across Tuscany, Southern Italy, and the Swiss Alps. Under the joint venture, these existing and pipeline properties will operate through long-term management agreements while the Leali family will retain ownership of the Italian real estate assets and contribute the brand and its intellectual property.
The partnership is designed to accelerate Lefay’s global expansion while maintaining its Italian heritage and commitment to authenticity. Marriott’s development capabilities and distribution network are expected to help bring the brand to carefully selected destinations worldwide. At the same time, the collaboration emphasizes preserving Lefay’s identity to ensure that future properties align with its core values of sustainability, wellness, and connection to nature.
Lefay will complement Marriott’s existing Luxury Group, adding a distinct offering focused entirely on wellness-driven travel. The move reflects a broader industry shift toward experiential luxury where guests increasingly prioritize wellbeing and meaningful experiences over traditional amenities. The transaction remains subject to regulatory approvals and customary closing conditions, but the announcement signals Marriott’s intent to play a leading role in shaping the future of wellness hospitality.
While the announcement mentions the Marriott Bonvoy® platform, details around points earning, elite benefits, and how the brand will play within the loyalty program have not yet been disclosed.
Anthony Capuano, President and CEO, Marriott International, said:
Marriott is thrilled to collaborate with the Leali family as we grow our luxury wellness portfolio. Luxury is increasingly defined by wellbeing, purpose and meaningful experiences. We are excited to introduce Lefay to our customers around the world and thoughtfully expand Marriott’s presence in the luxury wellness space.”
Anthony’s Take: As the partnership develops, Lefay is poised to become a global name in luxury wellness backed by Marriott’s scale and the growing demand for travel experiences centered on health and renewal. Not my cup of tea, but I know lots of folks who are into wellness-focused travel.
(Image Credits: Lefay.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
