In This Article:
Hospitality business Marriott International has unveiled the global launch of Series by Marriott, a new collection brand that targets the midscale and upscale lodging segments.
The creation of the brand aims to incorporate regionally significant brands into Marriott's portfolio, offering revenue generation opportunities and cost-effective affiliation structures.
Hotel owners will be able to retain their properties' independent identities while benefiting from the Marriott Bonvoy loyalty programme and digital platforms such as Marriott.com and the Marriott Bonvoy mobile app for direct bookings.
Marriott is also actively discussing the new brand with property owners in the US, Latin America, the Caribbean, Europe, the Middle East, and Africa.
This follows Marriott International's recent deal for the acquisition of the lifestyle company citizenM, further expanding its presence in the select-service and lifestyle lodging sectors.
Marriott International president and CEO Anthony Capuano said: “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 travellers, provide additional choice for our existing Marriott Bonvoy members and guests, and offer more affiliation opportunities for local owners.”
Series by Marriott has initiated its global presence with an agreement with Concept Hospitality Private Limited (CHPL) in India, a market for Marriott's expansion.
Founded in 1996, CHPL has a diverse portfolio that includes six brands and more than 100 hotels across 90 locations. CG Hospitality holds the majority stake in the company.
As part of this partnership, CHPL's flagship brands, consisting of The Fern, The Fern Residency, and The Fern Habitat, will join the new brand exclusively. Additionally, Marriott will invest in CHPL.
The Fern's current portfolio includes 84 operating properties and 31 pipeline deals, amounting to 115 properties with around 8,000 rooms.
These properties are anticipated to be integrated into Marriott's Indian portfolio gradually, after negotiations with third-party hotel owners and the establishment of long-term franchise agreements.
CHPL founder Param Kannampilly said: “Our vision is to unlock the immense potential of Tier 2 and Tier 3 cities, as well as lesser-known destinations across India that are rich in culture, heritage, and opportunity.
“This strategic collaboration underscores our commitment to expanding access to quality hospitality, fostering local economies, and meeting the rising demand for sustainable, comfortable, and accessible stays in emerging markets.”