Marriott International has launched a new brand, Series by Marriott, targeting the midscale and upscale lodging segments. The move is part of the company’s strategy to broaden its global footprint by incorporating established regional hotel brands that adhere to consistent service standards into its Marriott Bonvoy portfolio.
Series by Marriott aims to offer standardised accommodation across a wider range of locations while giving regional hotel owners access to Marriott’s global platforms, including the Marriott Bonvoy loyalty programme. The brand is structured to allow participating hotels to retain their independent identity.
The brand’s initial rollout begins through a strategic agreement with Concept Hospitality in India, one of Marriott’s priority growth markets. Founded in 1996 by Param Kannampilly, Concept Hospitality manages more than 100 hotels across six brands in 90 locations. Under the agreement, Concept’s core brands – The Fern, The Fern Residency, and The Fern Habitat – will exclusively join Series by Marriott in India. Marriott has also taken a minority equity stake in Concept Hospitality.
The Fern’s current portfolio includes 84 operational properties and 31 pipeline deals, totalling approximately 8,000 rooms. These hotels are expected to join Marriott’s portfolio over time, subject to agreements with third-party owners and the signing of long-term franchise contracts. Concept Hospitality’s majority shareholder is CG Hospitality, the hospitality arm of CG Corp Global.
Series by Marriott properties will focus on essential services and standard amenities, including functional rooms, free Wi-Fi, daily coffee or tea, and breakfast. Select locations will also offer fitness centres and event spaces. The hotels will reflect local character while conforming to Marriott’s global standards for safety and cleanliness. Guests will be able to earn and redeem points through the Marriott Bonvoy programme.
The brand is positioned to integrate regionally relevant hotel brands into Marriott’s system, offering cost-efficient affiliation and access to its global distribution, digital platforms, and a loyalty base of nearly 237 million members.
Beyond India, Marriott is in active discussions with hotel owners in the US, the Caribbean and Latin America, Europe, the Middle East, and Africa regarding future Series by Marriott partnerships.
Anthony Capuano, president and CEO of Marriott International, commented: “Creating a new, regional collection brand will further Marriott’s reach among value-conscious travellers, provide additional choice for our existing Marriott Bonvoy members and guests, and offer more affiliation opportunities for local owners.
“This deal will help meaningfully expand Marriott’s leading position in India, a key market for the company. We see this multi-unit conversion deal as a strong foundation as we look to accelerate growth of the Series by Marriott collection in additional markets around the world.”
“This strategic collaboration underscores our commitment to expanding access to quality hospitality, fostering local economies, and meeting the rising demand for sustainable, comfortable, and accessible stays in emerging markets,” added Param Kannampilly, chairman, Concept Hospitality.
