La 39.ª marca de Marriott: un complejo de bienestar italiano con dos establecimientos

Key Points

• Marriott is launching its 39th brand by forming a joint venture with Italy's Lefay Resorts, marking its first dedicated wellness brand.
• Lefay's existing properties in Lake Garda and the Dolomites will remain owned by the Leali family, but operate under long-term management agreements with Marriott.
• The move reflects Marriott's strategy to expand into the luxury wellness segment and mirrors broader industry trends among major hotel groups.

Summary

Marriott has announced a joint venture with Italy's Lefay Resorts, creating its 39th brand and the company's first dedicated wellness brand. The partnership allows Marriott to add boutique, high-end wellness resorts to its luxury portfolio, while Lefay contributes its brand and expertise but retains ownership of its Italian properties. This deal highlights Marriott's focus on expanding into the luxury wellness space through strategic partnerships, following a broader trend among major hotel companies seeking to grow their luxury and lifestyle offerings.