JW Marriott Opens First All-Inclusive in Costa Rica

GUANACASTE, Costa Rica - Here's something you don't hear every day: JW Marriott, the luxury brand known for marble lobbies and elevated service, is going all-inclusive. And not just anywhere; they've picked Guanacaste, Costa Rica's sun-soaked northwest coast, to debut the concept at the JW Marriott Costa Elena Resort & Spa. Reservations are open now for a fall 2026 opening. This isn't a ground-up project, either. The resort represents a complete reimagining of the former Dreams Las Mareas Costa Rica property. Rather than start from scratch, developers Mullen Real Estate Capital decided to transform what was already there into something that aims higher: a 415-room wellness-focused retreat that blends JW's signature luxury approach with the convenience of an all-inclusive format.

What's Actually Inside This Thing

The property sits in Costa Elena, and according to La Nacion, it brings something Costa Rica hasn't seen before: what Marriott claims is "the largest resort poolscape in Costa Rica," spanning some 44,000 square feet. That's not a typo. For context, that's roughly the footprint of a decent-sized apartment building, but filled with water and presumably lots of lounge chairs. Food and drink options number 11 in total, covering the usual suspects: a classic international buffet, plus dedicated Japanese, Italian, seafood, and Costa Rican concepts. That last one matters; the resort is designed to incorporate traditional Costa Rican architecture and references to the Bribri and Cabécar Indigenous peoples. It's a nod to place, which honestly feels overdue in a region where cookie-cutter resort design has been the norm for decades. There's also a hotel within the hotel here: the Griffin Club, aimed at guests willing to pay more for higher privacy and presumably better amenities. And if you're planning to lean into the wellness angle, the Spa by JW spans 16,000 square feet, offering full-body treatments and what Marriott describes as a comprehensive menu of therapies focused on relaxation.

Why JW Marriott Is Doing This Now

All-inclusive isn't new. Hyatt has done it. Hilton has done it. Even Ritz-Carlton is testing the waters in Mexico. But JW Marriott? This is a first. The brand has historically avoided the format, focusing instead on upscale business and leisure hotels where guests pay as they go. So what changed? Costa Rica, for one thing. Guanacaste has become a magnet for high-end tourism investment over the past decade, with infrastructure improvements, new direct flights, and a steady stream of travelers willing to spend for quality. The region's appeal isn't hard to figure out: consistent weather, accessible beaches, and enough biodiversity to keep nature lovers happy without requiring a multi-day trek into the jungle. The all-inclusive model itself has also evolved. It's no longer just about buffets and watered-down cocktails. Brands are leaning into design, culinary quality, and wellness programming to justify higher price points. JW Marriott is betting they can do it better, or at least differently, by layering their service culture on top of the all-inclusive framework. There's an economic angle here, too. According to La Nacion, the project required an investment of approximately $60 million and is expected to generate around 700 jobs. For a region like Guanacaste, that's meaningful; tourism is the lifeblood, and a property this size with a recognizable brand name signals long-term confidence in the destination.

The Booking Window and What We Don't Know Yet

Reservations are live now for a fall opening. Marriott's own site lists Sept. 10 as the official launch date, though booking calendars currently show availability starting Oct. 15. That's a fairly typical soft-opening buffer; it gives the property time to work out the kinks before it hits full capacity. What's less clear is pricing. Marriott hasn't published rates yet, at least not publicly, and that's going to be the real test. All-inclusive resorts in Costa Rica range wildly, from budget-friendly properties under $200 per night to ultra-luxury options pushing $800 or more. Where JW Marriott lands on that spectrum will determine whether this is a mass-market play with a luxury veneer or a genuine high-end alternative to places like Four Seasons or Andaz. Loyalty program members are probably wondering about award availability, too. Will Marriott Bonvoy points work here the same way they do at traditional JW properties, or will all-inclusive complicate redemption values? No word yet, but it's worth keeping an eye on once the property goes live.

Should You Book Now or Wait?

If you're a Marriott loyalist or just curious about what JW can do with the all-inclusive format, there's an argument for booking early. First-year openings tend to come with promotions, and there's a certain appeal to being among the first guests at a brand-new concept. You'll also have a better shot at snagging your preferred dates before the property fills up. On the other hand, waiting a few months post-opening lets you see real reviews, get a sense of whether the service lives up to the JW name, and possibly catch pricing adjustments once the initial buzz fades. New resorts almost always have hiccups; that's just reality. Either way, Costa Rica's Guanacaste region just got a little more interesting. JW Marriott is making a clear bet that travelers want luxury, convenience, and a sense of place all rolled into one package. Whether they've nailed the execution? We'll know soon enough.