Marriott unveils Series by Marriott to expand global midscale, upscale footprint

Named Series by Marriott, the brand is designed to integrate regionally created hotels into the Marriott Bonvoy portfolio while allowing them to retain their local identity. The announcement marks Marriott’s latest effort to grow its international footprint and cater to value-conscious travellers. Series by Marriott will feature regionally rooted hotels that meet Marriott’s global quality and service standards, while giving owners access to its loyalty program, distribution platforms and operational support.

“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,” says Anthony Capuano, president and CEO, Marriott International.

Strategic India partnership marks brand’s debut

The launch of Series by Marriott is anchored by a founding deal with India-based Concept Hospitality Private Limited (CHPL), one of the country’s leading hotel management companies. The agreement will bring CHPL’s flagship brands—The Fern, The Fern Residency and The Fern Habitat—into the Marriott system on an exclusive basis in India.

Under the deal, Marriott will also take a small equity stake in CHPL. The Fern portfolio includes 84 open hotels and 31 pipeline properties across 90 locations, totalling approximately 8,000 rooms. Marriott said properties will be added to its portfolio over time, pending agreements with individual hotel owners.

CG Hospitality, the hospitality division of CG Corp Global, holds the majority stake in CHPL.

“This deal will help meaningfully expand Marriott’s leading position in India, a key market for the company,” says Capuano. “The Fern portfolio throughout India is highly regarded, and CHPL’s commitment to operational excellence and meeting the needs of regional travellers embodies the spirit of the Series by Marriott brand.”

Focus on regional relevance, global standards

Hotels under the new brand will focus on delivering comfort and quality with simplified amenities such as clean, well-designed rooms, free Wi-Fi, daily coffee or tea, breakfast, and fitness centres. Select properties may also include meeting and event spaces.

Travellers staying at Series by Marriott properties will be able to earn and redeem points through the Marriott Bonvoy program, which counts nearly 237 million members worldwide.

“We are thrilled to partner with the world’s largest hospitality company in driving a new era of growth in India’s midscale segment,” says Param Kannampilly, chairman, Concept Hospitality Private Limited. “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.”

Binod Chaudhary, chairman of CG Corp Global, adds: “Being part of Series by Marriott will allow us to amplify our reach. The Fern brands are expected to benefit not only from the Marriott Bonvoy loyalty program and global distribution systems, but also from strategic growth opportunities.”

Brand eyes further global expansion

Marriott said it is already in discussions with hotel owners in the United States, Caribbean and Latin America, Europe, the Middle East and Africa to expand the Series by Marriott brand globally.

The company framed the initiative as a mutually beneficial model for regional owners and Marriott’s global ecosystem, offering scalable access to digital tools, loyalty integration and revenue generation platforms, without sacrificing brand autonomy.

As Marriott continues to diversify its brand portfolio, Series by Marriott represents a new approach aimed at adapting global hospitality standards to local contexts.