JW Marriott has officially entered the all-inclusive market with the opening of its first-ever all-inclusive property worldwide, the JW Marriott Costa Elena Resort & Spa. Located on the pristine northern Pacific coast of Costa Rica, the resort aims to redefine the traditional all-inclusive model by shifting the focus toward an “all-immersive” luxury experience centered on well-being, mindfulness, and deep cultural connection.
Perched above the secluded Playa de El Jobo, the property features 415 rooms designed with a residential, villa-inspired aesthetic. Guests can choose from a range of accommodations, including signature “Mindful Rooms” designed to serve as personal sanctuaries for reflection and rest. A standout addition is the resort’s next-generation Griffin Club, a private “resort-within-a-resort” concept that offers a heightened level of privacy and personalization, including dedicated well-being concierges, exclusive pool areas, and private beach access.
“The opening of JW Marriott Costa Elena Resort & Spa represents more than our entry into the all-inclusive category; it introduces a new expression of the JW Marriott brand,” said Bruce Rohr, Global Brand Leader for JW Marriott. “Our vision was not simply to create an all-inclusive resort, but an all-immersive experience where thoughtful design, enriching experiences, and intuitive service come together to create a more intentional way to travel.”
The resort is a sensory journey rooted in local heritage. Its architectural narrative is inspired by the legend of Sibü—a symbol of creation in indigenous Bribri and Cabécar traditions—and the natural rhythms of the Guanacaste region. This focus on place extends to the culinary program, which features 15 distinct dining and bar venues. From wood-fired coastal grills like Casado to Puerto Limón, which honors Afro-Caribbean flavors, the resort prioritizes local ingredients and storytelling. A unique nod to the brand’s history is found at LaGloria, a root beer stand that pays tribute to J. Willard Marriott’s 1927 business origins.
Wellness is at the core of the guest experience, anchored by a 16,000-square-foot facility that includes the brand’s first-ever Mindfulness House. Inspired by the nearby Nicoya Peninsula “Blue Zone,” the spa offers treatments utilizing volcanic clay and native cacao, while the Mindfulness House provides a sanctuary for sound healing, Reiki, and guided meditation.
With 17 pools—the largest collection in Costa Rica—and an array of activities ranging from guided nature treks and yacht charters to family-centric programming at the Family by JW Club, the resort is built to accommodate everyone from adventure seekers to those looking for quiet restoration.
Starting rates at the property begin at $900 per person, per night. As Marriott International continues to expand its footprint in Latin America, the Costa Elena project sets a new benchmark for what modern, luxury all-inclusive travel can achieve.
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