A move to capture demand for upscale collection hotels while supporting conversion-friendly growth
Sep 25, 2025
Marriott is bringing its new Series by Marriott brand to the U.S. with five property conversions, aiming to meet owner demand for flexible branding and traveler appetite for distinctive, locally rooted hotels. The debut highlights rising competition among global chains for upscale collection brands.
Key takeaways
- Five hotel conversions: Marriott signed with Hawkins Way Capital to rebrand Found Hotels in Chicago, Miami, Santa Monica, San Francisco, and San Diego under Series by Marriott.
- Conversion-friendly model: rising construction costs make flexible, conversion-oriented brands more attractive to owners.
- Balancing identity and scale: properties will retain their boutique character while gaining access to Marriott Bonvoy and global distribution.
- Growing guest demand: travelers seek hotels with a sense of place but still value loyalty benefits and brand recognition.
- Competitive landscape: Marriott’s expansion mirrors similar moves by Hyatt with Unscripted and Hilton with Curio and Tapestry collections.
- Future growth plans: Marriott is in talks for more U.S. signings, especially in urban and secondary cities in the upscale tier.
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