Marriott Completes Joint Venture to Bring Award-Winning Lefay Brand into Bonvoy by 2026
MAR•Marriott International has completed a joint venture with the Leali family to integrate the luxury wellness brand Lefay into its global portfolio under long-term management agreements. Lefay’s two award-winning Italian resorts will join Marriott’s channels and Bonvoy loyalty program by late 2026, boosting the company’s luxury wellness offerings.
1. Joint Venture Structure
Marriott International and the Leali family have formed a joint venture that owns the Lefay brand and intellectual property, while the Leali family retains ownership of the underlying Italian real estate. Properties will operate under long-term management agreements, ensuring brand continuity and operational oversight by Marriott.
2. Lefay Brand Background
Founded in 2006 in Italy, Lefay is renowned for its holistic wellness philosophy and proprietary Lefay SPA Method, which combines scientific research with traditional wellbeing practices. The brand currently operates two award-winning resorts in Lago di Garda and the Dolomites, with additional developments planned in Tuscany, Southern Italy, and the Swiss Alps.
3. Distribution and Loyalty Integration
Lefay properties will be marketed and sold through Marriott’s global development, sales, marketing, and distribution platforms. Integration into the Marriott Bonvoy loyalty program and digital channels is expected to be completed by late 2026, expanding guest access and driving incremental loyalty engagement.
4. Strategic Impact
This marks Marriott’s first exclusive luxury wellness brand, aligning with its strategy to broaden wellbeing offerings and capture premium travelers. The addition of Lefay is expected to strengthen Marriott’s position in high-growth wellness hospitality and support long-term revenue diversification.
