Marriott and The Reef Resorts & Spa Sign Three-Resort Conversion in Playa del Carmen to Debut Tribute Portfolio All-Inclusive Brand

Miami, Florida - Marriott International, Inc. and The Reef Resorts & Spa announced the signing of an agreement to convert three resorts in Playa del Carmen, Mexico, to join the Tribute Portfolio Collection, as all-inclusive resorts. The agreement includes The Reef Playacar Beachfront Resort & Spa, The Reef 28 Adults-Only Luxury Hotel & Spa, and The Reef Coco Beachfront Resort & Spa, marking the debut of Tribute Portfolio Hotels in Playa del Carmen and adding 676 rooms to Marriott's growing all-inclusive development pipeline.

Expected to join the brand portfolio in 2027, the properties will undergo comprehensive renovations that are set to begin in late 2026 and designed to preserve the character and individuality that have made each property a longstanding favorite among travelers. Together, they will introduce a collection of character-rich experiences under Tribute Portfolio Hotels, a brand that celebrates independent hotels with captivating design, vibrant social energy and deep connections to their local communities. From beachfront escapes and villa-style accommodations to an urban all-inclusive retreat, each property is expected to maintain its distinctive personality while offering travelers immersive stays inspired by the culture, creativity, and spirit of Playa del Carmen.

This agreement represents an exciting new chapter for The Reef Resorts & Spa. For decades, we have welcomed travelers to Playa del Carmen with authentic hospitality and a strong connection to the destination. By joining Tribute Portfolio Hotels portfolio under the all-inclusive concept, we will be able to preserve the unique identity of each resort while benefiting from Marriott's global reach, its Marriott Bonvoy loyalty platform, and expertise in the all-inclusive segment.

Jorge Montalvo, President of the Board of Directors of The Reef Resorts & Spa

We are pleased to expand Marriott's all-inclusive portfolio in Mexico through the introduction of Tribute Portfolio to Playa del Carmen. This agreement underscores the continued strength of Mexico as a growth market for Marriott and highlights the value owners see in our all-inclusive platform. Through these three distinctive resorts, travelers will discover bespoke experiences that reflect the unique character of the destination while benefiting from the global power of Marriott Bonvoy.

Alonso Burgos, Vice President of Development, Caribbean and Latin America, Marriott International

The Reef Playacar Beachfront Resort & Spa (198 rooms)

The Reef Playacar is a beachfront retreat where authentic Mexican character blends seamlessly with the natural beauty of the Riviera Maya. Nestled among lush tropical gardens within the exclusive Playacar community, the resort features 198 guestrooms housed in charming two-story villa-style buildings. Guests can relax at the resort's spa and wellness center, inspired by the region's rich traditions, enjoy a variety of gourmet and casual dining experiences, or unwind by two swimming pools or at the beach club. Special occasions are elevated by elegant wedding and event venues that immerse guests in the natural beauty and rich character of the Riviera Maya.

The Reef 28 Adults-Only Luxury Hotel & Spa (120 rooms)

The Reef 28 is a stylish, all-suite, adults-only urban retreat located in the vibrant heart of Playa del Carmen, offering guests a social atmosphere and an authentic connection to the destination's energy, culture, and culinary scene. Just steps from the iconic Fifth Avenue, the hotel features 120 contemporary suites and a standout rooftop experience with panoramic ocean views. Guests can savor gourmet cuisine and handcrafted cocktails at the rooftop restaurant and bar, complemented by multiple dining venues, a swimming pool, and a luxurious wellness spa featuring hydrotherapy experiences.

The Reef Coco Beachfront Resort & Spa (198 rooms, expanding to 358 rooms in 2028)

The Reef Coco Beach Resort & Spa is a vibrant beachfront escape that combines the tranquility of the Caribbean coast with the energy of Playa del Carmen. Located just a short walk from the destination's renowned Fifth Avenue, the resort offers personalized hospitality and convenient access to the area's attractions and vibrant social scene. A significant expansion, planned for completion in early 2028, is expected to increase the property's inventory to 358 guestrooms. Upon completion, guests will enjoy five dining venues, beach and poolside service, an outdoor swimming pool, a full-service spa, and a modern fitness center.

In addition to their leisure offerings, the three resorts are expected to feature a combined meetings and events capacity for approximately 900 attendees. Leveraging Marriott's global meetings and events expertise, the properties will be well positioned to attract group and corporate business, further expanding opportunities for meetings travel within the all-inclusive segment and strengthening Playa del Carmen's appeal as a destination for both leisure and group travel. The resorts are also expected to build on their strong existing reputation as premier beachfront wedding destinations.

The signing further strengthens Marriott's all-inclusive presence in Mexico and supports the continued growth of the Tribute Portfolio brand across the Caribbean and Latin America (CALA) region. Tribute Portfolio currently comprises 10 properties and 1,350 rooms across eight countries and territories in CALA, offering travelers a growing collection of independent hotels that celebrate individuality, character, and vibrant social experiences. Building on strong momentum across the region, the brand is expected to double its footprint by 2027.

The anticipated conversions will provide guests access to Marriott Bonvoy®, Marriott's award-winning travel platform, which today connects over 295 million members worldwide to extraordinary travel experiences and benefits across Marriott's global portfolio of brands.