In a bold stride that fuses heritage luxury with Latin American growth, Marriott International, Inc. (NASDAQ: MAR) has signed an agreement with Costa Rica-based Solana PA, S.R.L. to bring the legendary St. Regis Hotels & Resorts brand to Costa Rica for the first time. This marks not just another property announcement, but a significant milestone for Marriott’s luxury roadmap—and a signal that Costa Rica is emerging as a global luxury destination to watch.

What is the St. Regis Brand?

Founded by John Jacob Astor IV in 1904, the St. Regis brand has long been the embodiment of timeless elegance and bespoke service. With roots tracing back to the original St. Regis New York, the brand now includes 58 properties globally (as of December 2023), boasting over 10,000 luxury rooms across some of the world’s most coveted cities and resort locales—from New York to Bali, from Venice to Dubai.

St. Regis is renowned for:

Signature Butler Service
Exquisite design and architecture
A rich legacy of art, culture, and hospitality
Hosting elite clientele, including royalty, artists, and global tastemakers

Bringing such a legacy-rich brand to Costa Rica means more than just five-star accommodations—it’s a nod to the country’s growing influence in luxury travel.

Why Costa Rica?

Costa Rica has rapidly climbed the charts as one of the world’s most sought-after eco-luxury travel destinations. Known for its biodiversity, beaches, and sustainable tourism, the country attracts affluent travelers seeking both nature and indulgence.

According to data from Costa Rica’s Tourism Board, more than 2.3 million international tourists visited the country in 2023, with luxury travel contributing significantly to tourism revenues. Marriott International, which already operates 12 hotels across Costa Rica under various brands, sees this expansion as a strategic fit for the evolving demand.

The St. Regis Costa Rica Resort: What We Know

While specific architectural and design plans remain under wraps, the new St. Regis Costa Rica Resort is confirmed to be built along a pristine oceanfront location, promising guests sweeping views, world-class amenities, and the hallmark St. Regis elegance.

Key expectations include:

Ultra-luxury suites and private villas
Wellness & spa experiences
Fine dining restaurants
Direct beach access
Eco-conscious design aligning with Costa Rica’s green vision

Marriott and Solana PA, S.R.L. have expressed commitment to crafting a development that celebrates both Costa Rican natural beauty and St. Regis’ classic sophistication.

What This Means for Marriott

This move continues Marriott International’s aggressive growth in the luxury segment. As of 2024, Marriott operates:

Over 500 luxury hotels globally
With brands like Ritz-Carlton, W Hotels, Edition, and JW Marriott
More than 8,700 total properties across 139 countries

The addition of St. Regis Costa Rica strengthens Marriott’s luxury pipeline in Latin America, which already includes major investments in Mexico, the Caribbean, and South America.

Tony Capuano, CEO of Marriott International, recently stated that “luxury travel is evolving—from material opulence to immersive, meaningful experiences.” This property aims to deliver just that.

The Bigger Picture

The entry of St. Regis into Costa Rica sets the tone for what’s to come: an elevated luxury standard in Central America, a vote of confidence in Costa Rica’s economic and tourism infrastructure, and an opportunity for Marriott to lead in eco-luxury design.

As the hospitality industry braces for a travel boom in the post-pandemic era, all eyes are now on how legacy brands like St. Regis can bring history and modernity together in one of the most biodiverse countries on Earth.

Marriott International to Launch St. Regis Hotels & Resorts in Costa Rica – A Landmark Move for Luxury Tourism