J avier Coll knows a thing or two about the allinclusive space. A 30-year hospitality industry veteran, he co-founded AMResorts, one of the largest luxury all-inclusive platforms in the world, before its acquisition by Hyatt Hotels Corp. in 2021. Now president of management company Mullen Hospitality, Coll is leading the development and operation of the first all-inclusive property under the JW Marriott flag: JW Marriott Costa Elena Resort All-Inclusive, in Guanacaste, Costa Rica, which opened in September. |
For Coll, the move reflects the maturation of the allinclusive segment, which he says has evolved well beyond its traditional roots. Today’ s luxury all-inclusive traveler expects the same quality of food, beverage, service and experiences found at a traditional luxury hotel, with the added convenience of having everything prepaid. HOTELS spoke with Coll about why and how this transition is occurring and more.
HOTELS: What makes now the right moment for
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a luxury brand like JW Marriott to embrace the allinclusive model? Javier Coll: For many years, all-inclusive and luxury were viewed as separate segments. Today, that is no longer the case. Travelers have become more sophisticated, and the all-inclusive model has evolved dramatically. Luxury guests are looking for exceptional experiences, convenience, personalization and peace of mind.
Brands like JW Marriott have earned the trust of travelers over decades, and
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we believe this is a natural evolution. For the last 30 or 40 years, the segment has proven itself and is now one
Javier Coll, president, Mullen Hospitality
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72 hotelsmag. com September 2026 |