Marriott Adds Lefay as First Dedicated Wellness Brand Through New Joint Venture Agreement

Lefay Resort & SPA Lago di Garda Royal Pool and Spa Suite

(IN SHORT) Marriott International has announced a joint venture with the Leali family to bring the luxury wellness brand Lefay into its global portfolio. Lefay will become Marriott’s first brand dedicated exclusively to wellness, combining its holistic approach with Marriott’s global scale and development capabilities. The brand currently operates two resorts in Italy and has additional properties planned in Europe. The partnership aims to expand Lefay internationally while preserving its identity, reflecting growing demand for wellness-focused travel experiences. The deal is subject to regulatory approvals.

(PRESS RELEASE) BETHESDA, MD, 2026-Mar-31 — /Travel PR News/ — Marriott International has announced plans to form a joint venture with the Leali family, founders of Lefay, to integrate the brand into its global portfolio. The collaboration marks a strategic move into the growing luxury wellness segment, with Lefay becoming Marriott’s first brand dedicated entirely to this category.

The partnership combines Lefay’s expertise in holistic wellbeing with Marriott’s global development capabilities and the reach of its Marriott Bonvoy loyalty platform. Founded in 2006 by Domenico Alcide Leali and Liliana Leali, Lefay has built a reputation for immersive wellness resorts that blend scientific approaches with traditional holistic practices.

Currently, the Lefay portfolio includes two luxury properties located in Lago di Garda and the Dolomiti Italy, both positioned in natural, high-end leisure destinations. The brand is also expanding, with new developments planned in Tuscany, Southern Italy, and the Swiss Alps. Under the joint venture, these existing and pipeline properties will operate through long-term management agreements, while the Leali family will retain ownership of the Italian real estate assets.

Marriott aims to scale the Lefay brand internationally by leveraging its global footprint and development expertise. The collaboration reflects a broader shift in luxury hospitality, where wellbeing, sustainability, and meaningful experiences are becoming central to guest expectations.

Chief Executive Officer Anthony Capuano highlighted that the definition of luxury travel is evolving toward purpose-driven and wellness-focused experiences. He noted that Lefay’s philosophy aligns with Marriott’s strategy to expand its presence in this segment.

The Leali family emphasized that Lefay was founded with the vision of creating destinations centered on health, nature, and authentic wellbeing. Through the partnership, they aim to bring this concept to a wider global audience while preserving the brand’s identity and heritage.

Each Lefay resort is designed as an eco-conscious destination, integrating architecture with its natural surroundings and offering comprehensive wellness programs. These include personalized treatments as well as structured multi-day experiences that combine physical activity, nutrition, and preventative health.

Within Marriott’s Luxury Group portfolio, Lefay will complement existing high-end brands such as The Ritz-Carlton, St. Regis, EDITION, and The Luxury Collection. Tina Edmundson described Lefay as a distinct expression of modern luxury, where wellbeing is central to the overall travel experience rather than an additional feature.

Alcide Leali added that joining Marriott’s Luxury Group will support the brand’s international expansion and strengthen its position in the global wellness hospitality market.

The transaction remains subject to customary regulatory approvals and closing conditions. Both parties have indicated a shared commitment to maintaining Lefay’s Italian heritage while pursuing carefully selected global growth opportunities.

Access the full gallery of high-resolution Lefay property images here.

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