Marriott launches Series brand in the US
🏨 Sep 25, 2025, Marriott announced five property conversions in the U.S. under its new Series by Marriott brand, partnering with Hawkins Way Capital to rebrand Found Hotels in Chicago, Miami, Santa Monica, San Francisco, and San Diego. Marriott aims to provide flexible branding amidst rising construction costs. The brand offers boutique character while benefiting from Marriott Bonvoy. Competitors like Hyatt's Unscripted and Hilton's Curio respond similarly. Future expansion targets urban and secondary U.S. cities.
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