Marriott International is extending its reach into the lucrative wellness business, but instead of launching its own brand or acquiring another, it’s partnering up with one of Italy’s most notable.
Marriott has announced plans that it is entering into a joint venture with the Leali family, founders of Lefay, which will be the first brand in a new category of hotels under the Marriott’s portfolio dedicated exclusively to luxury wellness.
The Lefay portfolio currently features two luxury resorts in Lago di Garda and Dolomiti Italy—both located in nature‑rich leisure destinations. The brand’s pipeline includes three properties under development in Tuscany, Southern Italy and the
Swiss Alps. Existing and pipeline resorts will operate under long-term hotel management agreements with the new joint venture, while Italian real estate assets remain with the founding family.
Both Lefay properties are also currently part of Preferred Hotels & Resorts’ Legend Collection.
The partnership should amplify growth as the brand links into Marriott’s global network of developers, while leveraging Marriott Bonvoy, which has more than 270 million members worldwide.
The deal is part of an emerging trend in hospitality illustrated by smaller, independent brands linking up with larger hotel companies in order to benefit from marketing, distribution and loyalty—the so-called network effect. For companies like Marriott, it grows their fee-based business without spending money to do it.
The global wellness economy is a massive, rapidly growing market It reached a record $6.8 trillion in 2024 and is projected to hit nearly $10 trillion by 2029, according to the Global Wellness Institute. While Marriott has an assortment of brands in the luxury space, from St. Regis to Ritz-Carlton, that each feature luxury elements, Lefay, which was founded in Italy in 2006 by Domenico Alcide and Liliana Leali, operates with a sole mission “To become the Italian reference brand in the international market of luxury wellness holidays through the creation of a collection of eco-resorts according to the Italian style and living and the new Lefay concept of luxury.”
Other hotel companies have latched onto the wellness trend. Consider Hyatt Hotels Corp., which acquired the luxury wellness brand Miraval Group in 2017 as a strategic expansion into the wellness and mindfulness sector. In 2019, IHG Hotels & Resorts acquired Six Senses Hotels and Resorts, which helped pioneer sustainable luxury and wellness-focused hospitality, in often remote locations.
To hear it from Marriott International President and CEO Tony Capuano, Marriott was itching to deepen its tentacles in the space. “Marriott is thrilled to collaborate with the Leali family as we grow our luxury wellness portfolio,” he said. “Luxury is increasingly defined by well-being, 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.”
“Our family founded Lefay nearly twenty years ago with a clear vision: to create destinations where well-being, nature and health come together authentically,” said Domenico Alcide and Liliana Leali, founders of Lefay. “We are deeply honored to begin this collaboration with Marriott and to further advance our vision of bringing the Lefay brand to the world.”
Each Lefay property is designed as an eco-resort, built around architectural integration with the natural environment, sustainable materials and wellness programs spanning movement, nutrition and preventative health. Guests may choose from Ă la carte treatments or structured multi-day programs rooted in the brand’s proprietary Lefay SPA Method, which blends scientific research with holistic wellness traditions.
“Lefay represents a new expression of luxury, one that is wellness-first, deeply experiential, and emotionally resonant,” said Tina Edmundson, president of luxury, Marriott International. “As guest expectations continue to evolve, our collaboration with Lefay will allow us to thoughtfully extend our luxury offerings into a space where well-being is not just an amenity but the heart of the travel experience.”
“Lefay is proud to join Marriott’s Luxury Group, alongside some of the most prestigious hotel brands such as The Ritz-Carlton, St. Regis, EDITION and The Luxury Collection,” said Alcide Leali, CEO of Lefay. “Together, we are poised to accelerate the global expansion of the Lefay brand and further reinforce Lefay’s position as a leading name in luxury wellness hospitality.”