Sunday, May 25, 2025

has officially introduced Series by Marriott™, a fresh hotel collection developed to strengthen the company’s footprint in the midscale and upscale lodging categories. This new initiative represents a key advancement in Marriott’s long-term vision to diversify its global offerings by partnering with reputable regional hotel brands. With this collection, Marriott aims to incorporate well-established local properties into its extensive network while allowing them to retain their unique identity and independent operations. Series by Marriott is designed to create a harmonious balance between local authenticity and Marriott’s renowned global standards.

The essence of this new brand lies in its flexibility. Series by Marriott is designed to provide regional hotel owners with access to Marriott’s advanced technology, worldwide distribution systems, and its renowned Marriott Bonvoy loyalty program, all without diluting the essence of their own hotel identities. The initiative is poised to boost Marriott’s presence in emerging and underserved markets by offering dependable lodging options that combine local flair with global service standards.

Marriott’s first major partnership under this new brand has taken root in India—one of the company’s most rapidly growing markets. The hospitality giant has signed an inaugural agreement with Concept Hospitality Private Limited (CHPL), a well-regarded Indian hotel management company known for its focus on sustainability and operational quality. Since its founding in 1996 by Param Kannampilly, CHPL has expanded to manage over 100 properties across 90 Indian cities, operating six unique brands.

As part of this collaboration, CHPL’s leading hotel banners—The Fern, The Fern Residency, and The Fern Habitat—will now be part of the Series by Marriott brand within India. Marriott has also acquired a minority stake in CHPL, solidifying a long-term strategic relationship that aims to boost its visibility across both leisure and business destinations in India.

Currently, The Fern portfolio includes 84 active hotels, with an additional 31 projects in the development pipeline. Together, these properties encompass nearly 8,000 rooms. The hotels will be gradually brought under the Series by Marriott platform through franchise agreements formed in collaboration with third-party property owners. This phased transition will preserve operational stability while unlocking new benefits through Marriott’s systems.

CHPL operates under the ownership of CG Hospitality, the hotel division of CG Corp Global—a global business group with deep roots in the tourism and hospitality sectors. This backing equips CHPL with the financial stability and growth-oriented vision needed for widespread integration into Marriott’s newest collection.

Series by Marriott is crafted to meet the needs of modern travelers seeking a comfortable, reliable stay with all the essential features. The brand emphasizes streamlined guest experiences with thoughtfully appointed accommodations, including clean, restful rooms, complimentary Wi-Fi, daily coffee or tea offerings, and breakfast options. Many properties will also provide access to gyms and flexible meeting spaces, catering to both leisure and business travelers.

What sets Series by Marriott apart is its ability to reflect the culture and personality of each hotel’s locale while maintaining consistent service benchmarks defined by Marriott. Guests who are part of the Marriott Bonvoy program will continue to enjoy loyalty rewards, including point accumulation, redemptions, and elite status perks at these properties.

Series by Marriott is not just another hotel brand—it’s a strategic growth platform for independent hotel owners. It allows them to maintain their brand identity while leveraging Marriott’s extensive support systems and marketing power. The brand offers streamlined integration into Marriott’s global sales channels, revenue optimization tools, and digital platforms such as Marriott.com and the Marriott Bonvoy mobile app.

With nearly 237 million members worldwide, Marriott Bonvoy offers an immense advantage to hotel owners joining the platform. This exposure drives direct bookings and builds stronger customer loyalty, all while keeping operational costs manageable through an efficient franchise model.

Following its India debut, Series by Marriott is gaining traction globally. Marriott is already in advanced discussions with prospective partners across several key regions, including the United States, the Caribbean and Latin America, Europe, the Middle East, and Africa. These talks reflect the widespread interest in the brand’s innovative approach and flexible model.

Series by Marriott presents an ideal solution for regional hotels that want to tap into international visibility while retaining their local essence. Marriott’s strategy is clear: enable localized hospitality excellence to thrive on a global scale.

With Series by Marriott, the company is charting a new path in its expansion playbook—one that celebrates local flavor while delivering the assurance of a globally respected hospitality brand. By forming strategic alliances with experienced regional partners and welcoming independently branded properties into its ecosystem, Marriott is creating a more inclusive and versatile global presence.

Series by Marriott is more than a brand; it’s a transformative platform designed to unite the strengths of local ownership and global infrastructure—setting the stage for sustainable growth, rewarding guest experiences, and a new era of innovation in hospitality.