Marriott to Bring St. Regis Brand to Iconic Kapalua Bay Resort in Hawaii

The luxury oceanfront property will undergo a renovation before joining the St. Regis portfolio in 2027.

Mar. 14, 2026 at 2:10am

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Marriott International has signed an agreement with Kemmons Wilson Hospitality Partners to manage The Resort at Kapalua Bay, a luxury oceanfront resort on Maui's northwest coast. The property will maintain its current ownership but will join Marriott's Bonvoy loyalty program immediately. Following a renovation, the resort is slated to become part of Marriott's prestigious St. Regis Hotels & Resorts portfolio in 2027.

Why it matters

This deal represents Marriott's continued expansion in Hawaii, a key leisure market, and its commitment to growing its luxury resort offerings. The St. Regis brand is known for delivering exceptional hospitality experiences in iconic destinations, and its addition to the Kapalua Bay resort will further elevate the property's status as one of Maui's premier luxury resorts.

The details

Under the agreement, Marriott has assumed management of the hotel's operations, which will continue to welcome guests as the property undergoes a renovation. The Resort at Kapalua Bay features 146 expansive, multi-bedroom, ocean-view residences set on 25 acres of pristine oceanfront within the larger Kapalua Resort community. The resort offers a variety of amenities, including championship golf courses, a 40,000 sq. ft. spa, and direct access to Kapalua Bay Beach.

  • Marriott's management of The Resort at Kapalua Bay goes into effect on March 14, 2026.
  • The property is slated to join the St. Regis Hotels & Resorts portfolio in 2027, following a renovation.

The players

Marriott International, Inc.

A global hospitality company that franchises, operates, and licenses hotel, residential, timeshare, and other lodging products around the world. Marriott operates a portfolio of over 9,800 properties in 145 countries and territories.

Kemmons Wilson Hospitality Partners (KWHP)

The owner of The Resort at Kapalua Bay, which has partnered with Marriott to manage the property and oversee its transition to the St. Regis brand.

White Label Asset Management

A company that is proud to help lead the repositioning of The Resort at Kapalua Bay as it joins the St. Regis brand.

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What they’re saying

“We are proud to work with Kemmons Wilson on the evolution of this exceptional resort. Kapalua Bay is one of the most iconic leisure destinations in the world, and this agreement reflects our continued momentum in growing a best-in-class luxury resort portfolio that resonates with today's discerning luxury traveler.”

— Dana Jacobsohn, Marriott International Chief Development Officer, Global Mixed Use and Luxury, North America

“KWHP is thrilled to soon welcome St. Regis to Kapalua Bay. Since first investing in this extraordinary resort, our vision has been to continually elevate the quality, service, and care that define the guest experience here. We believe this next chapter of the resort powerfully reinforces that commitment. Our mission—that everyone deserves hospitality—will continue to guide us as Kapalua Bay enters this exciting new era.”

— Webb Wilson, CIO at KWHP

“White Label Asset Management is proud to help lead the repositioning of The Resort at Kapalua Bay as it soon joins the St. Regis brand. This is one of the truly great resorts in the world, with an iconic setting, extraordinary grounds, and some of the most spacious accommodations in luxury hospitality. We look forward to this exciting new chapter and to delivering an exceptional luxury resort experience for locals and travelers alike.”

— Jonathon Vopinek, CEO and President, White Label Asset Management

What’s next

The Resort at Kapalua Bay will undergo a renovation before officially joining the St. Regis Hotels & Resorts portfolio in 2027.

The takeaway

This deal solidifies Marriott's commitment to expanding its luxury resort offerings in Hawaii, a premier leisure destination, by bringing the prestigious St. Regis brand to the iconic Kapalua Bay resort. The renovation and rebranding will further elevate the property's status as one of Maui's top luxury resorts.