Kimberly Cover Appointed Director of Sales and Marketing at JW Marriott Costa Elena Resort & Spa

JW Marriott Costa Elena Resort & Spa has appointed Kimberly Cover as Director of Sales and Marketing as the new Costa Rica resort prepares for its highly anticipated September debut.

Cover brings more than 25 years of luxury hospitality experience to the role and will be responsible for supporting the resort’s commercial strategy and market positioning as it enters the all-inclusive segment.

Located within the exclusive Costa Elena community in Guanacaste, Costa Rica, the beachfront property is being positioned as a major destination for luxury leisure travel, meetings, incentives, conferences, events and destination weddings.

The appointment comes as JW Marriott prepares to introduce its first all-inclusive resort, extending the brand’s established focus on luxury hospitality, personalised service, mindfulness and holistic wellbeing into a new resort model.

Who Is Kimberly Cover?

Kimberly Cover brings more than two decades of experience across luxury hospitality brands to her new position at JW Marriott Costa Elena Resort & Spa.

Her appointment places her at the centre of the property’s commercial launch as the resort prepares to welcome guests.

As Director of Sales and Marketing, Cover will help shape the resort’s sales strategy, marketing positioning and commercial development across its key leisure and group segments.

Her experience will also support the property’s efforts to establish itself within the competitive luxury hospitality market in Costa Rica.

Why Is the JW Marriott Costa Elena Opening Significant?

The opening represents a major development for JW Marriott, as the Costa Rica property becomes the brand’s first all-inclusive resort.

The resort is designed around the JW Marriott philosophy of meaningful connections, exceptional service, mindfulness and holistic wellbeing, while incorporating elements inspired by Costa Rica’s Pura Vida lifestyle.

The combination of luxury accommodation, extensive dining, wellness facilities and event infrastructure is intended to appeal to both leisure travellers and groups.

Its all-inclusive model also differentiates the property from many traditional luxury resorts, allowing guests to combine accommodation, dining, recreation and curated experiences within one resort environment.

What Will JW Marriott Costa Elena Offer Guests?

The beachfront resort will feature 415 guestrooms and suites, creating a substantial accommodation base for both individual travellers and groups.

Its facilities will include 15 dining venues and 17 pools, giving the resort a broad range of food, beverage and leisure experiences.

Wellness will form another major component, with a 16,000-square-foot spa designed to support the property’s focus on holistic wellbeing.

The resort will also provide significant meeting and event infrastructure, positioning it as more than a conventional leisure resort.

The combination is intended to create an integrated destination where guests can move between accommodation, dining, wellness, recreation and events without leaving the resort environment.

How Is the Resort Targeting MICE Tourism?

Meetings, incentives, conferences and events are central to the commercial strategy of JW Marriott Costa Elena.

The property will offer more than 20,000 square feet of flexible indoor and outdoor meeting and event space, creating options for corporate retreats, incentive programmes, executive conferences and destination weddings.

The setting in Guanacaste adds a leisure component to business travel, allowing event organisers to combine formal programmes with wellness, nature and resort-based activities.

For incentive planners in particular, the combination of beachfront accommodation, luxury facilities and curated experiences can provide a destination-based alternative to conventional conference venues.

The resort’s scale also gives planners the ability to accommodate larger group programmes within a single property.

What Experiences Will Be Available for Groups?

The resort is developing a range of experiences specifically designed for groups and event programmes.

Planners will be able to customise group dining, with options ranging from private breakfasts to curated dinners.

Groups can also arrange experiences such as private chef-led dinners, guided wellness sessions and beachside painting.

Another signature experience will be the Sacred Fire Soirée, an immersive cultural celebration designed to become one of the resort’s distinctive group offerings.

These experiences allow event organisers to incorporate local culture, wellness and entertainment into corporate and incentive programmes rather than relying solely on traditional meeting-room activities.

What Is The Griffin Club?

The resort will also feature The Griffin Club, designed as a hotel-within-a-hotel concept for guests seeking an additional level of privacy and personalised service.

The offering will include private check-in, butler service and dedicated suites, creating a separate experience within the wider resort.

Tailored buyout options will be available for VIP groups, incentive winners and executive retreats.

The concept gives the property an additional product for high-end group business, particularly programmes where privacy, exclusivity and customised service are important considerations.

How Will the Resort Strengthen Costa Rica’s Luxury Tourism?

JW Marriott Costa Elena is positioned within Guanacaste, one of Costa Rica’s established tourism regions, and its opening adds another international luxury hospitality brand to the destination.

The resort’s combination of beachfront accommodation, wellness, dining, meetings and curated experiences can broaden the region’s appeal across several travel segments.

Luxury leisure visitors can use the resort as a base for a destination-focused holiday, while corporate groups and incentive travellers can combine business programmes with relaxation and experiential activities.

The all-inclusive model also provides a different proposition for international visitors seeking a more integrated resort experience.

What Does Kimberly Cover’s Appointment Mean for the Resort?

Cover’s appointment comes at a crucial stage because the resort is moving from development into its operational and commercial launch phase.

Her role will involve helping establish the property’s market identity and building demand across both leisure and group segments.

For a newly launched resort, sales and marketing strategy will be particularly important in establishing relationships with travel advisers, event planners, corporate clients and luxury travel networks.

The appointment therefore aligns the resort’s commercial leadership with its ambition to become a significant luxury and MICE destination in Costa Rica.

When Will JW Marriott Costa Elena Open?

JW Marriott Costa Elena Resort & Spa is scheduled to make its debut in September.

The opening will introduce JW Marriott’s first all-inclusive property and expand the brand’s presence in Costa Rica.

With its extensive accommodation, dining, pool, wellness and event facilities, the resort is entering the market with a proposition designed to serve both luxury leisure travellers and high-value groups.

As operations begin, Kimberly Cover will play a central role in establishing the resort’s sales and marketing strategy and positioning the property within Costa Rica’s increasingly diverse luxury tourism landscape.