Marriott Deepens Latin America Play with Cultural Experiences and New Property
Event summary
- Marriott International launched a curated selection of cultural experiences across Costa Rica, Colombia, Panama, and Peru on January 21, 2026.
- The initiative includes new properties like Santa Lucía Jungle Hacienda, Autograph Collection in Costa Rica.
- Experiences range from cacao and rum tastings to historical tours and sustainability initiatives.
- The Westin Reserva Conchal became the first all-inclusive property in the Americas certified as carbon positive.
The big picture
Marriott's strategic pivot towards cultural immersion aligns with the broader industry trend of experiential travel, where guests seek deeper connections with destinations. This move also underscores the growing importance of sustainability in hospitality, as evidenced by the carbon-positive certification. The initiative positions Marriott to capture a larger share of the high-end, culturally curious traveler segment in Latin America.
What we're watching
- Cultural Differentiation
- How Marriott's focus on authentic cultural experiences will differentiate it in the competitive Latin American hospitality market.
- Sustainability Impact
- Whether the carbon-positive certification at The Westin Reserva Conchal can be replicated across other properties to enhance Marriott's ESG credentials.
- Market Expansion
- The pace at which Marriott can scale these cultural initiatives across other regions to drive premium pricing and guest loyalty.
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