New Regional Collection Brand: Series by Marriott
Marriott International today announced the global launch of its new collection brand for the midscale and upscale lodging segments called Series by Marriott.
The company says that Series by Marriott is expected to expand Marriott’s global presence by bringing well-established regionally created brands and hotels that champion consistent quality and service. Series by Marriott will offer guests comfortable stays in more places and provide regional owners access to the benefits of Marriott’s platforms, all while maintaining their portfolio’s independent identity.
Series by Marriott is launching through a founding deal with Concept Hospitality Private Limited (CHPL) in India. Established in 1996, CHPL, is one of India’s leading hotel management companies with a portfolio of six brands and over 100 hotels operating in 90 locations. Under the strategic agreement between CHPL and Marriott, CHPL’s flagship brands—The Fern, The Fern Residency, and The Fern Habitat—will affiliate with Series by Marriott on an exclusive basis across India and Marriott will make a small equity investment in CHPL.
The Fern portfolio is currently comprised of 84 open properties and 31 executed pipeline deals, totaling 115 properties and approximately 8,000 rooms. Fern properties are expected to join Marriott’s portfolio in India over time following discussions with the third-party hotel owners and execution of long-term franchise agreements with those owners.
In addition to its founding deal with CHPL, Marriott is also in active discussions about the Series by Marriott brand with owners in the United States, the Caribbean and Latin America, Europe, Middle East, and Africa.
“Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well,” said Anthony Capuano, President and CEO of Marriott International. “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.
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