Marriott International has unveiled a new collection brand, Series by Marriott, marking a significant expansion into the midscale and upscale lodging segments. This initiative commences with a strategic partnership in India, underscoring the country’s pivotal role in Marriott’s growth strategy.

Series by Marriott: A New Chapter in Hospitality

Series by Marriott is designed to integrate regionally established brands into Marriott’s global portfolio, offering guests consistent service while preserving the unique identity of each property. The brand aims to provide comfortable stays in diverse locations, enhancing Marriott’s presence in emerging markets.

Strategic Partnership with Concept Hospitality

The brand’s debut is facilitated through a founding deal with Concept Hospitality Private Limited (CHPL), a prominent Indian hotel management company. CHPL’s flagship brands—The Fern, The Fern Residency, and The Fern Habitat—will affiliate with Series by Marriott, bringing over 100 hotels across 90 locations into the fold. This collaboration is expected to add approximately 8,000 rooms to Marriott’s inventory in India.

Marriott has also made its first direct investment in India by acquiring a 15% stake in CHPL, valued at around USD 15 million. This move signifies Marriott’s commitment to expanding its footprint in the Indian hospitality market.

Anthony Capuano, President and CEO of Marriott International, said on the occasion,

“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.

We are thrilled to launch Series by Marriott through our founding deal with CHPL. This deal will help meaningfully expand Marriott’s leading position in India, a key market for the company. We see this multi-unit conversion deal as a strong foundation as we look to accelerate growth of the Series by Marriott collection in additional markets around the world. The Fern portfolio throughout India is highly regarded and CHPL’s commitment to operational excellence and meeting the needs of regional travelers embodies the spirit of the Series by Marriott brand.

Marriott’s India Strategy

Marriott has been clear about its intent to scale in India for a long time. In the next 3-5 years, it expects to go to 50,000 rooms from its current nearly 30,000 rooms in India and operate 250-300 hotels. In 2024, Marriott signed 42 new hotels in South Asia, including India, which will account for 7,000 new rooms and are in various stages of development. It currently has around 170 hotels in South Asia, of which 157 are in India, including ITC Hotels’ luxury properties that it lists under the Luxury Collection brand.

Benefits for Guests and Owners

Properties under ‘Series by Marriott’ will gain access to Marriott’s global distribution systems and the Marriott Bonvoy loyalty program, which boasts over 237 million members. Guests can expect amenities such as clean rooms, free Wi-Fi, daily coffee or tea, and optional breakfast. Select locations will offer fitness centres and meeting spaces, aligning with Marriott’s global standards.

For hotel owners, the affiliation provides an opportunity to maintain their property’s independent identity while leveraging Marriott’s extensive resources and customer base.

Future Expansion Plans

Marriott plans to expand the ‘Series by Marriott’ beyond India, with active discussions in regions including the United States, Caribbean, Latin America, Europe, the Middle East, and Africa. The brand’s flexible model is particularly suited for conversions of existing properties, allowing for rapid growth in diverse markets.

Bottomline

The launch of Series by Marriott represents a strategic move by Marriott International to diversify its offerings and strengthen its presence in key growth markets. By partnering with established regional brands like The Fern, Marriott is poised to deliver unique and localised experiences to travellers while maintaining the quality and consistency associated with its global brand.

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