Marriott International has announced the global launch of its latest collection brand, Series by Marriott, targeting the midscale and upscale lodging segments. This initiative aims to incorporate well-established regional brands into the Marriott Bonvoy portfolio, providing guests with quality accommodations and local charm, while offering hotel owners access to Marriott’s global platforms.
Strategic Partnership with Concept Hospitality in India
The debut of Series by Marriott is marked by a foundational agreement with Concept Hospitality Private Limited (CHPL) in India. Under this partnership, CHPL’s flagship brands—The Fern, The Fern Residency, and The Fern Habitat—will affiliate exclusively with Series by Marriott across India. Marriott has also made a minority equity investment in CHPL, signaling a strong commitment to the collaboration.CHPL, established in 1996, is one of India’s leading hotel management companies, operating over 100 hotels across 90 locations. The Fern portfolio currently includes 84 operational properties and 31 in the pipeline, totaling approximately 8,000 rooms. These properties are expected to join Marriott’s portfolio over time, following discussions with third-party hotel owners and the execution of long-term franchise agreements.
Enhancing Value for Guests and Owners
Series by Marriott is designed to offer travelers comfortable stays with essential amenities, such as clean rooms, free Wi-Fi, daily coffee or tea, and fitness centers. While maintaining their unique regional identities, hotels under this brand will adhere to Marriott’s global standards for safety and cleanliness. Guests will also benefit from the Marriott Bonvoy loyalty program, earning and redeeming points across the network. For hotel owners, Series by Marriott provides an opportunity to retain their property’s independent character while leveraging Marriott’s extensive distribution systems, digital platforms, and loyalty programs. This approach aims to drive direct bookings and enhance revenue generation capabilities.
Global Expansion Plans
Following its launch in India, Marriott is actively engaging with hotel owners in regions including the United States, the Caribbean, Latin America, Europe, the Middle East, and Africa to expand the Series by Marriott brand. This global growth strategy underscores Marriott’s commitment to diversifying its portfolio and meeting the evolving preferences of travelers worldwide. Anthony Capuano, President and CEO of Marriott International, stated, “Series by Marriott furthers our commitment to delivering lodging offerings in the right place at the right price with basics done well. Creating a new, regional collection brand will extend our reach among value-conscious travelers and provide additional choices for our Marriott Bonvoy members and guests.” The launch of Series by Marriott represents a strategic move to bridge the gap between regional authenticity and global hospitality standards, offering guests diverse experiences while supporting local hotel owners with Marriott’s robust infrastructure.
For more information, please refer to the original article on Marriott News Center: https://news.marriott.com/news/2025/05/22/marriott-international-announces-global-launch-of-new-regional-collection-brand-series-by-marriott