Overview
- Marriott and the Leali family completed a joint venture on June 10–11, 2026 that moves Lefay’s brand and intellectual property into a Marriott-backed JV while the founders remain owners of the Italian real estate.
- The resorts will operate under long-term management agreements with the joint venture so daily operations stay under Lefay management but commercial control of the brand is with Marriott’s JV.
- Marriott will list Lefay properties on its digital platforms and fold them into the Marriott Bonvoy loyalty program, with technical and loyalty integration expected to be finished by late 2026.
- Lefay’s product identity will be retained, including its proprietary Lefay SPA Method, multi-day wellness programs, architectural focus on indoor-outdoor spaces, and carbon-neutral operations backed by sustainability certifications.
- The deal gives Lefay immediate access to Marriott’s global sales, marketing, distribution and development networks, which should speed international pipeline plans in Tuscany, southern Italy and the Swiss Alps and make the brand more reachable to Bonvoy members and global travelers.