Marriott International, Inc. and Hawkins Way Capital announce signed agreements to convert five properties to the Series by Marriott™ brand in key U.S. markets, including Miami, Santa Monica, San Francisco, Chicago, and San Diego. Marking the brand’s official debut in the country, these agreements reflect a significant milestone for Series by Marriott™ and reinforce Marriott’s commitment to expanding regionally rooted, quality offerings in the Marriott Bonvoy® portfolio.
Developed by Hawkins Way Capital and operated by FCL Management, the five properties currently operate under the FOUND Hotels brand and are expected to join the Series by Marriott™ brand portfolio over the course of the next year.
Announced in May 2025, Series by Marriott™ is the company’s newest collection brand, designed to deliver a personalized experience that reflects the distinct character of each destination. Guests can expect reliable accommodations complete with all the essentials, providing the comfort they need to unwind and immerse themselves in the surrounding location.
“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.”
The independent FOUND Hotels brand perfectly embodies the spirit of Series by Marriott™, with design-led, select service hotels, catering to travelers eager to experience the world’s most central locations. Upon affiliating with the Series by Marriott™ brand, the hotels will join the company’s award-winning travel program, Marriott Bonvoy®, while retaining the FOUND Hotels brand identity.
Hotels that are expected to join the Series by Marriott™ brand portfolio include:
– FOUND Miami Beach
– FOUND Chicago, IL
– FOUND San Francisco Nob Hill, CA
– FOUND Santa Monica, CA
– FOUND San Diego, CA
These signed agreements follow Marriott’s announcement of Series by Marriott’s founding deal with Concept Hospitality Private Limited in India to affiliate The Ferns Brands with Series by Marriott™. The Fern portfolio is currently comprised of 84 open properties and 31 executed pipeline deals, totaling 115 properties and approximately 8,000 rooms.
