By admin 
Recently, JW Marriott has been branching out into new markets and hotel styles, specifically all-inclusive resorts and safari camps.
Now Marriott loyalists can look forward to an upscale take on the know-what-you-pay-upfront vacation style with the announcement of a JW Marriott all-inclusive resort in Costa Rica from Mullen Real Estate Capital.
This JW will be set in Costa Elena, “an exclusive resort-residential community located in Guanacaste, Costa Rica,” according to a statement from Marriott. As a conversion property rather than a new-build, guests can expect to enjoy 415 newly refreshed rooms, 11 bars and restaurants, a 16,000-square-foot spa, and a whopping 17 swimming pools once the existing hotel’s renovations are completed next spring.
Related: The best Marriott all-inclusive resorts for a perfect vacation
A Marriott representative confirmed to TPG that this forthcoming JW Marriott resort will replace the existing Dreams Las Mareas Costa Rica, which is already part of Mullen Real Estate Capital’s portfolio. Dreams Las Mareas will be exiting the Hyatt Inclusive Collection portfolio on March 30, as reported by travel trade publication Pax News, and the resort’s website shows no availability to book starting July 2025.
“We are thrilled to expand our presence in Costa Rica with the introduction of one of the first JW Marriott All-Inclusive Resorts,” Uriel Burak, Marriott International’s vice president of development for the Caribbean and Latin America, or CALA, said in Marriott’s public statement. “This project marks the beginning of a strategic collaboration with Mullen Real Estate Capital, a pioneer in the all-inclusive sector, within the CALA region.”
That “strategic collaboration” could be an industry game changer. If successful, the JW Marriott all-inclusive resort could be the first of more potential reflags for Mullen Real Estate Capital, the force behind dozens of all-inclusive resorts in Mexico, the Dominican Republic and Costa Rica — most of which are currently Hyatt brands like Dreams and Secrets.
Related: The 13 best all-inclusive resorts in Costa Rica for beach visits or hiking trips
What makes this reflag even more interesting is that the Mullen family behind Mullen Real Estate Capital originally founded Apple Leisure Group, the all-inclusive resort giant that was sold to Hyatt in 2021, adding around 100 all-inclusive properties to Hyatt’s portfolio. Jeff Mullen, Mullen Real Estate Capital’s president and CEO, held a lengthy tenure as Apple Leisure Group’s chief operating officer. All this to say, this team has already dramatically shaped the all-inclusive experience — and is once again present for significant new changes in the segment.
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“MREC is thrilled to embark on this exciting collaboration with Marriott International and JW Marriott, a brand synonymous with excellence and world-class service,” Mullen said in the statement. “Together, we look forward to unlocking new opportunities, setting new benchmarks, and creating a future filled with limitless potential.”
Over the last few years, Marriott has been on a mission to redefine the all-inclusive experience by bringing well-known Marriott brands into the all-inclusive ecosystem. Marriott’s Luxury Collection has opened all-inclusive resorts in Mexico and the Dominican Republic, with more in the pipeline. In April, the first-ever, highly-anticipated W all-inclusive resort will open in Punta Cana, bringing the famed social-forward lifestyle brand into the fold. And even the namesake Marriott brand converted a Cancun Marriott into the TPG Award-winning Marriott Cancun, An All-Inclusive Resort.
Other JW Marriott all-inclusive signings include a location in Costa Mujeres, Mexico, and Marica, Brazil.
The Points Guy reached out to Hyatt and Mullen Real Estate Capital for further comment but did not hear back before publication of this article.