First JW Marriott All-Inclusive Resort Reflects Growing Trend Toward Luxury

The luxury JW Marriott brand is expanding into the all-inclusive sector with the fall opening of the JW Marriott Costa Elena Resort & Spa on Costa Rica’s northwest Guanacaste Coast.

The resort will have 415 rooms, 11 restaurants and bars, and more than 10,000 square feet of flexible meeting and event space, including an 8,300-square-foot ballroom that seats 820 attendees. 

Geared toward VIP groups, its resort within the resort, the 45-room Griffin Club, will feature private check-in, butler service, and exclusive pool and beach access. From the culinary school to the wellness hub, there will be spaces that can be privatized, and the resort will also offer group experiences such as private chef dinners, guided wellness sessions, and beachside painting classes.  

The JW Marriott Costa Elena joins several other all-inclusive resorts in the destination, from brands including the Hyatt Inclusive Collection, Occidental, and Margaritaville, and Planet Hollywood. Its biggest competitor, however, will likely be the incentive-focused Four Seasons Resort Costa Rica at Peninsula Papagayo, which offers all-inclusive packages.

More Luxury Options for Incentive Buyers 

The extension of the JW Marriott brand into the all-inclusive sector answers incentive planners’ need for luxury all-inclusive resorts that are on par with many top-tier properties in their destination.

All-inclusive resorts have always been a top choice for incentive groups — and their popularity continues to grow as the category adds more luxurious options. The 2025 Incentive Travel Index found that 42% of respondents expected to increase their use of all-inclusives, due to a combination of factors: budget control, improved product quality, and convenience. In addition, incentive buyers reported that they are keeping their incentive programs “closer to home,” with 35% saying they will increase travel to the Caribbean.

Younger travelers are driving the interest. In one survey, 42% of Gen Z and 33% of Millennial respondents said they had stayed in an all-inclusive resort within the past year, significantly outpacing older cohorts. 

The percentage of respondents who said they’ve never considered an all-inclusive was much lower among Gen Z (7%) and Millennials (9%) respondents than Baby Boomers (16%) and individuals over 75 (25%).

“Especially within the last three years, we’re pushing the all-inclusive envelope to higher levels of service because the expectations are wildly ahead of where they were before,” said Adam Stewart, CEO of Sandals Resorts. “Some of this is created by us and out of the drive and belief that an all-inclusive can very much be a five-star experience.”