Marriott International and Hawkins Way Capital have announced agreements to convert five properties to the Series by Marriott brand in U.S. markets, including Miami, Santa Monica, San Francisco, Chicago and San Diego. These agreements mark the official debut of Marriott’s newest collection brand in the country.
The properties, which currently operate under the FOUND Hotels brand, were developed by Hawkins Way Capital and will be managed by FCL Management. They are: FOUND Miami Beach, FOUND Chicago, FOUND San Francisco Nob Hill, FOUND Santa Monica and FOUND San Diego. They are expected to join the Series by Marriott portfolio over the next year.
Marriott launched Series by Marriott in May, giving independent hotels in the midscale and upscale lodging segments the ability to plug into the Marriott International network without relinquishing its hotel or brand DNA? Marriott said it will expand its global presence by folding what it calls “regionally created brands and hotels that champion consistent quality and service” into Marriott Bonvoy, the company’s loyalty program with more than 230 million members worldwide.
“The launch of Series by Marriott in the United States is an exciting milestone, marking a bold new chapter for both the brand and Marriott, as we continue expanding our offerings to meet the evolving interests of our owners, franchisees and guests,” said Noah Silverman, Marriott International global development officer, U.S. & Canada. “Reflective of a growing demand for upscale collection brands, Series by Marriott is designed to offer regional owners a conversion opportunity that provides access to global revenue and demand generation platforms, while preserving each hotel’s unique brand identity and delivering an authentic guest experience.”
“Our collaboration with Marriott is an exciting catalyst for Hawkins Way Capital and its FCL Management affiliate as we bolster our hospitality platform nationwide,” said Ross Walker, managing partner, Hawkins Way Capital. “By aligning FOUND Hotels with Series by Marriott, we’re preserving the brand’s unique identity while leveraging Marriott’s global reach and valued loyalty system. Together, we’re fostering a model for approachable, local, lifestyle hotels that meet the needs of today’s traveler in the country’s most sought-after areas.”
These agreements follow Marriott’s earlier announcement of Series by Marriott’s founding deal with Concept Hospitality Private Limited in India to affiliate The Ferns Brands with the collection. The Fern portfolio currently includes 84 operating properties and 31 pipeline deals, totaling 115 properties and approximately 8,000 rooms.
Series by Marriott joins Marriott’s other collection brands, Autograph Collection, Tribute Portfolio, Design Hotels and Luxury Collection.
