I gave this a Like even though I don't actually like the news. I figured the Ventana deal would degrade before 2023 but this would be much sooner and much steeper a devaluation than I imagined.
Peak pricing is looking like the least of our problems.
In some ways it would be an odd move. It’s the flagship Alila in the US and the Alila brand is generally stronger than Miraval. But on the other hand the vibe there (incl. being full board) does seem quite Miraval-y. I’d imagine they’d need to do a significant expansion of their spa, fitness center and activities spaces if they were to become a Miraval.