Series by Marriott™ : Marriott’s new regional collection brand

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Marriott International has announced the global launch of its new midscale and upscale lodging brand, Series by Marriott™, designed to enhance its portfolio by incorporating regionally established brands.

This new brand will focus on offering value-driven lodging options while maintaining the independent identity of regional hotel brands. Series by Marriott aims to expand Marriott’s global footprint by providing quality and service, alongside the benefits of Marriott’s loyalty program, Marriott Bonvoy, for both guests and regional owners.

The initial launch of Series by Marriott is marked by a founding agreement with Concept Hospitality Private Limited (CHPL) in India, a significant growth market for Marriott. CHPL, which operates six brands under its portfolio, including The Fern, The Fern Residency, and The Fern Habitat, will exclusively affiliate these brands with Series by Marriott in India.

It need to be noted that Marriott is doing a big step, as it took the decision to expand in India and not in its ordinary market as it the US. Furthermore, the choice of India as a starting point for the launch of this brand confirms the growing interest of the region for hotel investments.

“Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well,” “Creating a new, regional collection brand will further Marriott’s reach among value-conscious travelers, provide additional choice for our existing Marriott Bonvoy members and guests, and offer more affiliation opportunities for local owners. – Anthony Capuano, President and CEO of Marriott International
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The deal involves Marriott making a small equity investment in CHPL and integrating The Fern portfolio, which includes 84 existing properties and 31 upcoming properties. These hotels are expected to join Marriott’s portfolio as long-term franchise agreements are finalized with their respective owners.

As it was referred on the monthly summary of the hotel openings map for the Aptil 2025, India is seeing a surge in hotel signings, underlining the region’s growing interst for hospitality investment.

“Through our majority stake in CHPL, we’ve nurtured The Fern brands as standard-bearers for eco-sensitive, high-quality hospitality in India. Being part of Series by Marriott will allow us to amplify our reach. The Fern brands are expected to benefit not only from the Marriott Bonvoy loyalty program and global distribution systems, but also from strategic growth opportunities,” – Dr. Binod Chaudhary, Chairman of CG Corp Global.

Designed to appeal to value-conscious travelers, Series by Marriott will offer basic amenities such as clean rooms, free Wi-Fi, breakfast, fitness centers, and meeting spaces at select locations. Hotels within the Series by Marriott portfolio will reflect their regional character while adhering to Marriott’s global standards of cleanliness and safety.

As Marriott continues to explore additional partnerships, Series by Marriott is expected to expand further into markets in the United States, the Caribbean, Latin America, Europe, the Middle East, and Africa.

The brand offers hotel owners an opportunity to maintain their independent identity while gaining access to Marriott’s powerful platforms, including Marriott Bonvoy’s nearly 237 million members and digital tools like Marriott.com and the Marriott Bonvoy app, to drive direct bookings.