Marriott International announced that it has signed an agreement with Fibra Inn to bring the W Hotels brand for the first time to Mexico’s Yucatan Peninsula.

The property is expected to rise on an oceanfront site in Playa del Carmen within walking distance to entertainment, upscale shopping and restaurants.

“We are excited to work with hotel developer Fibra Inn to open a cutting-edge W hotel in Playa del Carmen, a destination ready for the brand’s bold design, signature Whatever/Whenever service and innovative programming,” said Laurent de Kousemaeker, Chief Development Officer, Caribbean and Latin America for Marriott International. “This important signing underscores the impressive growth of our luxury portfolio in the region – and across Mexico.”

When the 218-room hotel opens in 2023, it is expected to provide Playa del Carmen visitors an exciting, new lodging option that embodies the W Hotels brand’s “work hard, play hard” philosophy. Fibra Inn’s plan calls for multiple food and beverage venues both indoors and out; a signature WET Deck (pool deck); AWAY® Spa; FIT ® Fitness Centre, as well as a beach club and rooftop bar. For corporate and social events, the property is also slated to feature 500-square-metres of meetings and events space.

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“Our plan for the W Playa del Carmen is critical to our goal to diversify the beach destination’s lodging base, which currently lacks quality luxury lifestyle properties,” Oscar Calvillo, Fibra Inn’s CEO said, which own of several properties in the destination. “This project will elevate the offering in this prime destination with this fun and energetic brand.”