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Dive Brief:
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Marriott International launched Series by Marriott, a collection brand that will bolster the hotel company’s growth in the midscale and upscale segments globally, according to a Thursday news release.
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Series by Marriott was created to “bring strong, regionally relevant brands and hotels into the Marriott portfolio,” the company detailed in the release. Hotel owners associated with the brand will be able to “maintain their portfolio’s independent identity” while leveraging Marriott’s loyalty program and digital platforms to generate direct bookings.
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While Marriott launched Series by Marriott through a founding partnership in India, the global collection brand has garnered international interest, including from U.S. owners, per the company. The brand debuts as Marriott expands its domestic presence in midscale and advances its asset-light strategy through brand partnerships.
Dive Insight:
Series by Marriott launched through an inaugural deal with Concept Hospitality Private Limited in India, “a key growth market.” The brand is slated to expand globally, though, with active discussions underway with owners in the U.S., the Caribbean, Latin America, Europe, the Middle East and Africa, according to the company.
Through the strategic agreement, CHPL’s flagship brands will affiliate with Series by Marriott on an exclusive basis across India, with their properties joining Marriott’s portfolio over time “following discussions with the third-party hotel owners and execution of long-term franchise agreements with those owners,” according to 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,” Marriott CEO Anthony Capuano said in a statement.
Series by Marriott allows Marriott to expand its global footprint with existing properties, furthering its reach among value-conscious travelers, per Capuano, and carrying out its asset-light business strategy.
In recent months, the company has made several brand acquisitions and partnerships, including its April CitizenM buy, to expand its international reach. The CitizenM lifestyle portfolio will similarly join Marriott’s system, with brand owners subject to long-term franchise agreements.
Series by Marriott will play in the midscale and upscale segments, per the release. The global collection brand launches as Marriott expands in midscale domestically with City Express and StudioRes.