Marriott inks new partnership to take W to Mexico

Mexico: Marriott International has announced today an agreement with Fibra Inn to take one of its prime brands to the Yucatan peninsula.

Hotel developer Fibra Inn has been tapped to build a new resort within the luxury W brand at Playa del Carmen, a popular beach destination.

“Our plan for the W Playa del Carmen is critical to our goal to diversify the beach destination’s lodging base, which currently lacks quality luxury lifestyle properties,” said Fibra CEO Oscar Cavillo. “This project will elevate the offering in this prime destination with this fun and energetic brand.”

Marriot hopes that Fibra’s experience in the region as a whole will help them parlay the W brand values into this new property and expand into a newer market. This is the W Brand’s first foray into the Yucatan market, which is full of extremely popular holiday destinations, like Cancun.

“We are excited to work with hotel developer Fibra Inn to open a cutting-edge W hotel in Playa del Carmen, a destination ready for the brand’s bold design, signature Whatever/Whenever service and innovative programming,” said Mariott Latin America/Carribean chief development officer, Laurent de Kousemaeker “This important signing underscores the impressive growth of our luxury portfolio in the region, and across Mexico.”

The property is slated to have 218 rooms in total, with an additional 500-square-metres of open space allowed for meetings and events. The plan includes multiple in and outdoor food and beverage venues, a pool deck, spa facilities, fitness centre, as well as a beach club and rooftop bar.

Construction has not yet been slated to begin but opening for the hotel is set for 2023. This news follows Marriott’s intention to expand its luxury portfolio in 2020.

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