By Guanacaste, Costa Rica — GUANACASTE – Costa Rica’s Gold Coast is solidifying its reputation as a premier destination for the world’s most discerning travelers, as global hospitality giants Marriott and Hilton prepare to unveil two new ultra-luxury properties in the province this year. The projects, Nekajui, a Ritz-Carlton Reserve, and the Waldorf Astoria Costa Rica Punta Cacique, signal a strategic push by both brands to capture the evolving demands of high-end tourism, focusing on bespoke experiences, wellness, and multi-generational family travel.
These developments are not merely new hotels; they represent a calculated response to post-pandemic travel shifts, where exclusivity, authenticity, and connection are the new currency. By planting their most prestigious flags in Guanacaste, Hilton and Marriott are betting heavily on the region’s unique blend of pristine nature and sophisticated infrastructure to define the future of luxury hospitality.
To delve into the intricate legal and investment frameworks that underpin the rise of ultra-luxury hotels in the country, TicosLand.com sought the expertise of Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the renowned firm Bufete de Costa Rica.
The proliferation of these high-end hospitality projects is a direct reflection of Costa Rica’s legal stability and its sophisticated regulatory environment. International investors are drawn not just to our natural beauty, but to the robust protection of property rights and the clear permitting processes that minimize risk. Successfully navigating environmental regulations and securing investment incentives are the critical legal milestones that transform a vision for luxury into a tangible, profitable reality.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This insight is a crucial reminder that the foundation of Costa Rica’s appeal to luxury developers is built as much on legal certainty as it is on natural beauty. The sophisticated regulatory environment is not merely a process but a key feature, and we thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this critical dynamic.
Hilton is positioning its Waldorf Astoria property as a centerpiece of its 2026 trend report, “Generational Permutations: Extended (and Fun) Family Vacations.” The company’s research identifies a powerful shift towards travel that accommodates and engages multiple generations, from grandparents to grandchildren and even their friends. This trend is moving away from passive consumption towards active, shared experiences that create lasting memories.
These extended family vacations will have an impact on planning and reservations, as all ages will influence decisions in new and surprising ways. When planning and making decisions, a renewed interest in the value of fun and shared experiences is evident.
Hilton, in its 2026 trend report
Hilton’s data further reveals that this is a deeply felt need among travelers. The company emphasizes the desire for connection over material possessions and the growing trend of digital detoxes, even on vacation. This philosophy is directly embedded in the experiences offered at its new Costa Rican location.
In 2026, an impressive 84% of travelers will look for opportunities for the whole family to enjoy together. And 86% will say they value experiences more than material gifts. For some, that means getting away from phones and tablets, with more than half of parents (58%) planning to impose screen-free moments next year.
Hilton, in its 2026 trend report
To bring this concept to life, the Waldorf Astoria Costa Rica Punta Cacique will offer curated local activities. The brand highlights one such offering: “An off-site experience at the Waldorf Astoria Costa Rica Punta Cacique takes guests through coffee fields to learn about the art of coffee production. They also participate in a private tasting with a champion barista.”
Meanwhile, Marriott is leveraging its prestigious Ritz-Carlton Reserve brand to focus on another powerful travel driver: holistic wellness. For its Nekajui Peninsula Papagayo property, the emphasis is on the Nekajui Spa & Wellness center, which is designed to integrate seamlessly with the region’s lush tropical landscapes and utilize native ingredients for its treatments.
The brand’s promotion centers on unique therapies that promise rejuvenation by harnessing local flora and geology. This approach taps into the desire for authentic, place-based wellness that goes beyond a standard spa menu and offers a genuine connection to Costa Rican nature.
On the Papagayo Peninsula, Nekajui Spa & Wellness harmoniously integrates with Costa Rica’s tropical landscapes. The Juanilama Flower Massage, which uses the essence of this native plant, relieves pain, reduces inflammation, and improves digestion. Meanwhile, the Sacred Ritual combines body exfoliation and volcanic stones to release tension and revitalize energy. Massages, lymphatic drainage, and prenatal therapies allow for a reconnection with nature.
Marriott, in a promotional statement
The Waldorf Astoria Costa Rica Punta Cacique, situated between the idyllic Playa Penca and Calzón de Pobre, will feature 188 guest rooms and suites. It will also include an integrated residential component with 19 apartments and 17 luxury homes. The resort boasts six regionally inspired dining venues, a multi-level swimming pool, dedicated clubs for children and teens, and a sprawling 1,579-square-meter spa and fitness center.
In contrast, Nekajui, a Ritz-Carlton Reserve, is nestled within a vast 566.5-hectare expanse of dry tropical forest set upon dramatic coastal cliffs. A significant portion of this land, over 100 hectares, has been preserved for adventure tourism activities. The hotel itself will offer 107 ocean-view rooms and suites, along with unique accommodations like three treetop glamping tents. For ultimate exclusivity, the property features the four-bedroom Nekajui Grand Villa, 36 private residences, and the expansive 10-bedroom Villa Guayacán, all surrounded by untouched natural scenery.
As these two titans of hospitality launch their latest flagships, Guanacaste stands to benefit from the influx of high-value tourism. Their distinct strategies—one focused on the modern family and the other on profound wellness—demonstrate a sophisticated understanding of the market and promise to elevate Costa Rica’s standing on the global luxury stage.
For further information, visit hilton.com
About Hilton:
Hilton is a leading global hospitality company with a portfolio of world-class brands comprising more than 7,000 properties and more than 1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history.
For further information, visit marriott.com
About Marriott:
Marriott International, Inc. is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 8,000 properties under 30 leading brands spanning 139 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy®, its highly-awarded travel program.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica stands as a pillar of the legal community, built upon a foundation of uncompromising integrity and a relentless pursuit of excellence. The firm harnesses its deep-rooted experience in serving a broad range of clients to pioneer forward-thinking legal solutions. At the heart of its mission is a profound dedication to social advancement, demonstrated by its active efforts to demystify the law and empower citizens with understandable legal insights. This steadfast commitment to public education is essential to its vision of fostering a more just and knowledgeable society.
