Marriott International has completed its acquisition of the high-end wellness brand Lefay, thereby making a definitive entry into the luxury wellness market.
Structured as a joint venture with the brand’s founding family, Leali, the deal marks a strategic milestone for the group, with a brand now fully dedicated to the rapidly growing wellness segment.
Focusing on high-end wellness
This finalization comes just over two months after the announcement of the proposed partnership between the two companies. Marriott had indicated at the time that it intended to leverage Lefay’s expertise in holistic wellness while providing its global commercial reach and Marriott Bonvoy loyalty program to accelerate the brand’s international expansion.
Lefay has indeed established itself as a leader in luxury wellness in Europe. Its portfolio currently includes two operating resorts in Italy, one located on Lake Garda and the other in the Dolomites. Three additional properties are also under development in Tuscany, southern Italy, and the Swiss Alps.
Marriott’s ambition is now to give this brand a global reach. The group believes that demand for travel experiences centered on health, wellness, and longevity continues to grow, making wellness one of the most promising segments in the luxury hospitality industry.
Many hotel chains have also recognized the potential of this segment : Mandarin Oriental, IHG Hotels & Resorts, and Hyatt, for example, have already embraced it.
A structure that preserves Lefay’s identity
As part of the transaction, the joint venture becomes the owner of the Lefay brand as well as its intellectual property assets. The Italian real estate assets, however, remain in the hands of the founding family. The properties will be operated under long-term management contracts with the joint venture.
The hotel brand also stated that it would support the brand’s expansion through its global development, sales, marketing, and distribution platforms, while preserving Lefay’s unique identity.
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Featured photo : © Lefay
