A worldwide first for the brand
Set above the secluded bay of Playa El Jobo, in the province of Guanacaste, the JW Marriott Costa Elena Resort & Spa is JW Marriott’s first all-inclusive property worldwide. The brand, which counts more than 130 hotels across 41 countries and territories, is rolling out what it describes as an ‘all-immersive’ approach, centred on wellbeing, gastronomy and a strong sense of place.
Bruce Rohr, Vice President and Global Brand Leader of JW Marriott, said the opening of the JW Marriott Costa Elena Resort & Spa represented more than the brand’s entry into the all-inclusive category, as it introduced a new expression of the JW Marriott brand. In his view, the ambition was not to create a simple all-inclusive resort, but an experience founded on wellbeing, presence and connection.
The resort draws on the legend of Sibú, a figure of creation and harmony in the Indigenous Bribri and Cabécar traditions, as well as on the natural rhythms of Guanacaste. This narrative shapes the entire guest journey, from the architecture to the wellness offering.
415 rooms and a next-generation Griffin Club
The resort comprises 415 rooms and suites designed in a residential, villa-inspired spirit, with generous terraces and separate living areas in the presidential suites. A collection of Mindful Rooms and Suites, a brand signature, caters to travellers seeking a more personalised stay, while certain ground-floor suites open directly onto semi-private pools.
Above all, the property debuts the brand’s next-generation Griffin Club, a resort-within-a-resort designed for guests seeking greater personalisation and privacy. The stay begins before arrival with a consultation with a dedicated wellbeing concierge, who arranges dining, treatments, activities and in-room preferences.
Griffin Club members enjoy a private arrival lounge, a personal assistant, wellness guides, a 24-hour lounge, a dedicated pool with concierge service and a reserved beach area. A Yámi Companion takes care of unpacking, laundry and turndown service, and guests benefit from priority access to restaurant and cabana reservations.
A design rooted in its surroundings
The architecture was led by Phiba by DCM, working with local architects, artists and craftspeople as well as international partners. The architectural narrative opens with the lobby oculus, handcrafted in walnut and conceived as ‘the aura of Sibú’.
Open spaces, framed views of the landscape and an art collection curated by Indiewalls, showcasing Costa Rica’s Pacific coast through local materials and artisan works, complete the picture.
Fifteen restaurants and bars, from Guanacaste to Washington
The food and beverage offering is built around 15 restaurants and bars combining local traditions with international influences – Costa Rican, Italian, Mexican and Japanese. This approach echoes a trend Marriott itself identified in its ‘Future of Food 2027’ report, which refocuses hotel dining on a sense of place.
Among the flagship venues, Leal roasts its own coffee and offers a seven-course tasting menu inspired by the country’s provinces. Casado serves wood-fired coastal grill cuisine, Puerto Limón celebrates Afro-Caribbean heritage, Luciano pairs Italian pasta with Costa Rican know-how, and Santos reinterprets Mexican cuisine through nixtamalisation. Borbón focuses on botanical mixology, while Namuyaki and Boga combine Japanese techniques with local produce.
LaGloria pays tribute to J. Willard Marriott’s first business, a nine-seat root beer stand opened in Washington in 1927, which became the founding act of a group that recently passed the 10,000-hotel milestone with another JW Marriott, in India. Finally, the JW Garden programme relies on an extensive kitchen garden whose herbs, edible flowers, fruit and vegetables feed into menus, chef’s tables and cocktails.
A wellness hub of almost 1,500 m²
At the heart of the resort, a wellness area of around 1,490 m² brings together the brand’s first Mindfulness House, a Spa by JW and a fitness centre. The whole is inspired by the legend of Sibú and the four guardians of earth, water, fire and air, as well as by the nearby Nicoya Peninsula, one of the ‘Blue Zones’ recognised for the longevity of their inhabitants.
The spa incorporates volcanic clay, local cacao and rituals drawn from Costa Rican culture, including a Sibú four-elements ritual, hydrotherapy circuits, a sunset sound bath and cacao ceremonies. The Mindfulness House, set at the edge of the forest in the shade of a guanacaste tree, hosts sound healing and Reiki sessions as well as self-guided practices. JW Marriott is thus pursuing a logic already at work with its wellness sanctuary in the Solio reserve, Kenya.
Families, leisure and events
The Family by JW Club offers younger guests activities exploring nature, creativity and mindfulness practices, from kids’ yoga to guided meditation. Adults have a daily programme blending water sports, physical activities and more contemplative offerings, complemented by a weekly night market bringing together artisans, traditional cuisine, music and dance.
The resort claims the largest aquatic complex in Costa Rica, with 17 pools, including an oceanfront infinity pool. Hiking, kayaking, private yacht excursions, deep-sea fishing and diving are available beyond the property.
For the MICE segment, the property offers more than 835 m² of indoor and outdoor event space, including an oceanfront ballroom. The offering extends to group experiences, wellness sessions, chef-led dinners and the Sacred Fire Soiree, a sunset gathering.
Costa Rica, a strategic luxury market for Marriott
Federico Greppi, President of Marriott International for the Caribbean and Latin America, believes Costa Rica has become one of the most attractive luxury destinations in Latin America, making it the ideal setting for such an important milestone for JW Marriott. In his view, the opening strengthens the group’s presence in the region and reflects the changing expectations of luxury guests seeking more immersive experiences.
Operations have been entrusted to Mullen Hospitality Management, a company founded by Jeff Mullen that specialises in operating luxury and all-inclusive resorts, and which promotes an approach combining financial discipline with a service culture for the benefit of owners.
Javier Coll, President of Mullen Hospitality Management, noted that the category has evolved enormously and that today’s luxury traveller expects far more than the convenience traditionally associated with all-inclusive. He spoke of the ambition to help define the next generation of the segment.
At a glance by The Hospitality Tribune
JW Marriott opens its first all-inclusive resort worldwide in Costa Rica
415 rooms on Playa El Jobo, Guanacaste, operated by Mullen Hospitality Management
Debut of JW Marriott’s next-generation Griffin Club, a resort-within-a-resort
15 dining and bar venues, 17 pools and a 16,000 sq ft wellness complex
Brand’s first Mindfulness House, inspired by the nearby Nicoya Blue Zone
Starting rates from USD 900 per person, per night, double occupancy
