Tl;dr – A few weeks ago, the Dreams Las Mareas abruptly announced its impending closure, leaving many would-be guests out in the cold. We’ve learned the property will reopen as the first all-inclusive JW Marriott in 2026.
Sometimes, I like to fancy myself a bit of a travel news detective. I spend a lot of (way too much) time looking at websites and maps, scouring the internet for news in hopes of putting the puzzle pieces together to solve travel mysteries. Such was the case the other week when I wrote about the abrupt closure of the Dreams Las Mareas in Guanacaste, Costa Rica. At the time, there was little confirmation about what would become of the shuttered property. Recent reports have brought clarity to this mystery, and this property will reopen as a JW Marriott in 2026. Let’s jump into it.
Closing of the Dreams Las Mareas
The other week, I covered the impending closure of the Dreams Las Mareas and noted that the situation was not a good one. Many travelers, particularly those with weddings scheduled after June 2025, were left out to dry. The hotel’s owners (and Hyatt, for that matter) have exhibited a nonchalant attitude throughout the ordeal, and there was a shrouding mystery surrounding the fate of the property. Some rumors suggested the property was closed for good; others mentioned the property would close temporarily for renovations and then reopen as an independent operation, and still, others rumors claimed the property would eventually reopen as a new brand within another hotel chain’s portfolio. We now know it’ll be the third scenario. According to Travel Weekly, the Dreams Las Mareas will close in July for the remainder of 2025 and reopen as the first-ever all-inclusive JW Marriott property.
The breaking of this news has been strange, though I’m not entirely surprised. While not always known for being speedy with news of its upcoming or newly opened properties, Marriott has yet to make an official press release, and I’m sure the chain is in no hurry to do so. Given the fact that there are several peeved guests still dealing with the aftermath of canceled reservations from the property’s time with Hyatt, it’s probably not the best look to blast out a “Huzzah Huzzah, COMING SOON THE ALL-INCLUSIVE JW MARRIOTT GUANACASTE, OPENING IN 2026, YOU KNOW A FEW WEEKS AFTER THE WEDDING YOU SPENT THE LAST YEAR PLANNING WAS GOING TO HAPPEN?” I mean…What if the property’s owners came clean and hit us with the “We’re going to check out for bit (sorry) so we can reopen under a possibly more favorable franchise agreement – mmmkay, thanks, bye?” Marriott’s probably hoping to avoid all that baggage.
I had a hunch that this would be the ultimate fate of this property. When I researched the Dreams closure, I came across a forum where one contributor mentioned rumors of a new JW Marriott coming to Costa Rica. No other details were provided besides the fact that it would be in Costa Elena. Plug that into Google, and you’ll find that the only property on Jobo Bay is the Dreams Las Mareas. Since other rumors suggested the resort would be closing for ‘renovations’ and reopening next year, that’s not precisely the timeline for building and finishing a new construction project. However, it’s more than enough time to rebrand an existing property.
Goodbye, N̶i̶g̶h̶t̶m̶a̶r̶e̶s̶ Dreams. Hello JW!?!
Did We Need a Second JW Marriott In Guanacaste? What’s the Strategy?
Marriott opening another hotel in Costa Rica isn’t surprising in itself. The country has experienced tremendous growth in tourism over the last two decades and is a popular destination for expats—particularly Canadian and American citizens—two nationalities that make up a healthy portion of Marriott’s 300 million membership base.
That said, there’s already a beachfront JW Marriott in the same province in Costa Rica – the JW Marriott Guanacaste.
While reviews of that property are mixed, the relatively similar offerings suggest a bit of self-cannibalization. This is by no means the first time we’ve seen multiple outposts of the same Bonvoy brand in the same locality, let alone the first instance of this for the JW brand specifically. Houston, Miami, the OC, Mexico City, Istanbul, Bangalore, Beijing, Mumbai, Sanya, Seoul, Shenzhen, and Shanghai (Shanghai has four!) are all cities with multiple JW Marriott hotels. They are also all large cities (many are huge) with thriving industries that aren’t entirely based on tourism. We’ve also seen Marriott double up on the JW Marriott brand in its nascent luxury safari footprint, with the recent announcement of a second JW Marriott in Kenya to accompany the existing JW Marriott Masai Mara.
Perhaps Marriott believes that positioning this second JW Marriott in Guanacaste as an all-inclusive is enough of a draw to attract a different type (or more) luxury travelers. I bet this property will serve as a testing ground for Marriott’s larger all-inclusive strategy – taking an existing homegrown luxury brand and expanding it as Marriott seeks to strengthen its position in the ever-competitive all-inclusive market. There’s evidence of this elsewhere in the tropics: back in 2022, Marriott announced what would have been the first all-inclusive JW Marriott and W hotels in Costa Mujeres, Mexico (this new JW Marriott in Costa Rica will open first, and the all-inclusive W Punta Cana opened earlier this year). While Marriott has relied on partnerships with chains like the Royalton to fill out their mid-tier all-inclusive footprint, leadership likely knows they need a better answer on the luxury side. Hyatt, after all, has been ‘getting in that behind’ with its acquisition spree and its own partnerships. Marriott is likely hoping this first All-Inclusive JW – or, as I like to call it – the professional ankle breaker, will get it back in the game.
GOT EM!
If you’re saying ‘Ok – but Marriott has like a million brands, why did it choose JW?” – the answer is simple: other existing Bonvoy brands don’t make sense for this specific location. A soft brand would be the easy solution, but nothing about the existing hotel ownership makes me believe they could make it work. If anything, the team would need to adhere to closely held rules and brand standards, not given the freedom to express the property’s identity as they see fit. Additionally, there’s a Ritz-Carlton Reserve, W, Westin, three Autograph Collections, and two Marriotts. They were looking at doubling up on at least one brand, and as this property leans more towards the premium realm, the JW, Westin, and W were likely the best options. I’m sure they just picked one.
Conclusion
The dramatic saga surrounding the closure of the Dreams Las Mareas will end with the property becoming the first all-inclusive JW Marriott next year. If you plan to check this property out once it opens, hit the comments!
