Q & A
The all-inclusive model continues to be a compelling growth model for Marriott. Pictured here is The Westin Playa Vallarta, an All-Inclusive Resort.
The Agave Studio at The Westin Puerto Vallarta, which offers guided tastings and traditional distillation techniques workshops.
differentiator we bring is Marriott’ s strength and expertise in groups and meetings— we can help expand meetings and events in a model that has traditionally focused toward transient leisure. Developer interest remains strong, especially as the segment continues to move upmarket and luxury travelers show a growing willingness to pay for a premium, hassle-free experience.
HOTELS: Marriott signed 28 City Express by Marriott deals across CALA in 2025. It’ s a brand that started in Mexico. How do you envision its further growth? Castaño: Following the 2022 agreement and the acquisition completed in 2023, the brand has been fully integrated into Marriott
Martin Castaño, VP of sales & distribution, Marriott International.
Bonvoy, enhancing its value proposition and significantly expanding its reach. We are now seeing that momentum translate beyond our region, with the brand’ s recent entry into Japan through two properties in Osaka, and we continue to advance our expansion into new markets such as the Dominican Republic and Puerto Rico.
This year, we have already welcomed six properties in new markets, including Argentina, Nicaragua and El Salvador. City Express has allowed us to enter markets where we previously had no presence. Nicaragua is a great example, where we now have three hotels.
HOTELS: What particular countries are primed for more hotel growth? What are the population and economic dynamics that make it so? Castaño: Mexico, Brazil, the Dominican Republic and Costa Rica stand out in particular, reflecting both existing scale and a robust forward pipeline. Mexico continues to lead the region with 76 projects representing nearly 12,019 rooms, including a significant conversion component, highlighting both market depth and flexibility. Brazil is showing high and disciplined growth with 22 projects and 4,307 rooms, while the Dominican Republic remains a strong, resort-led
market with 21 projects totaling 3,253 rooms. Costa Rica rounds out the group with 16 projects and more than 2,254 rooms, driven by high-quality leisure demand and an emphasis on experiential development.
HOTELS: Franchising is an important part of Marriott’ s net-unit growth. Can we expect more franchising in CALA, particularly as the region continues to add larger full-service hotels and resorts? Castaño: Franchising will continue to be a key driver of net-unit growth in CALA. As of Q2 2026, approximately 75 % of our portfolio is franchised.
For owners, whether of managed or franchised hotels, the value proposition is clear: an asset-light model supported by powerful commercial engines, including global distribution, a world-class loyalty platform, global sales capabilities and technology and shared services that help reduce costs and drive profitability.
HOTELS: How much of a role does Marriott Bonvoy play in driving bookings in CALA? Castaño: Marriott Bonvoy is a meaningful competitive advantage in CALA. Globally, the program has nearly over 300 million
68 hotelsmag. com Oct / Nov 2026