Q & A
Riding the CALA Wave
MARRIOTT SEES MAJOR GROWTH AHEAD IN CALA. VP OF SALES & DISTRIBUTION MARTIN CASTAÑO EXPLAINS WHERE THE OPPORTUNITIES ARE.
By TATIANA VALENZUELA
The Caribbean and Latin America are becoming an increasingly important growth engine for Marriott International, with demand spanning everything from luxury resorts and all-inclusive properties to conversions and branded residences.
With more than 570 hotels and more than 97,000 rooms now operating across 38 countries and territories and almost 200 projects in the signed pipeline, Martin Castaño, VP of sales & distribution, Marriott International, Caribbean & Latin America, sees plenty of room to grow. He spoke with HOTELS about where Marriott is placing its bets, why developers continue to favor conversions and all-inclusive and how brands such as City Express by Marriott are opening the door to new markets.
HOTELS: As of early 2026, Marriott International operates some 570 hotels across the Caribbean and Latin America region, with more than 97,000 rooms across 38 countries and territories. What is the continued opportunity for Marriott in the CALA region? Martin Castaño: We see particularly strong opportunity in three areas. First, all-inclusive continues to be a compelling growth model, offering predictable occupancy, longer booking windows, operational efficiencies and attractive margins. We have 39 all-inclusive properties across nine markets, with 16 more projects in the pipeline totaling 5,640 rooms.
Second, luxury remains a core pillar, with more than 72 properties operating and 35 additional hotels in the pipeline, representing 6,257 rooms. Recent openings such as Nekajui and Siari under The Ritz-Carlton Reserve reflect demand for differentiated luxury experiences rooted in a strong sense of place.
Finally, luxury and all-inclusive are converging as the segment moves upmarket. Projects such as Almare, a Luxury Collection Resort, Isla Mujeres Cancun, Adult All-Inclusive; W Punta Cana, Adult All-Inclusive; and the upcoming JW Marriott Costa Elena Resort & Spa, All- Inclusive reinforce our confidence in the segment.
HOTELS: Conversions accounted for nearly 30 % of the rooms signed in 2025. Do you expect that trend to continue, and what is the appetite for new development? Castaño: Conversions are a powerful growth lever in CALA, allowing developers to unlock existing assets and accelerate their integration into our system. In 2025, nearly 30 properties and 3,000 rooms were signed under this model. As of Q2 2026, we have 39 conversion projects totaling
66 hotelsmag. com Oct / Nov 2026