Photo: Shutterstock Marriott International announced this week (May 22, 2025) the launch of a new global brand – Series by Marriott™, offering a platform for midscale to upscale hotels with a focus on strong local brands while maintaining an independent identity, along with access to Marriott's distribution and marketing infrastructure.
The new initiative allows local hotel owners to join the Marriott brand without sacrificing the unique character of their properties – while gaining access to the Marriott Bonvoy loyalty club (with approximately 237 million members worldwide), global reservation systems, and digital capabilities of the network.
First Partnership in India
The launch will initially occur in India through a founding agreement with Concept Hospitality Private Limited (CHPL), one of the leading hotel management companies in the country. Under the agreement, Marriott will integrate CHPL's three main brands into the new brand:
The Fern, The Fern Residency, and The Fern Habitat, currently operating in 90 locations across India with 115 properties and approximately 8,000 rooms.
Marriott will also make a small capital investment in CHPL as part of the partnership, supported by CG Corp Global, the majority owner of the company.
The Series by Marriott brand is particularly aimed at local hotel owners in emerging markets who wish to leverage Marriott's reputation and capabilities without foregoing their local identity. Properties under the brand will offer high-quality basic services: comfortable rooms, free internet, breakfast, fitness centers, and meeting rooms, alongside maintaining a local character and culturally tailored design.
Anthony Capuano, CEO of Marriott International: "Series by Marriott aims to expand the choice range for travelers seeking value and comfort, strengthening our offerings in strategic markets. The collaboration with CHPL forms a robust foundation for future expansion into regions such as Latin America, Europe, and the Middle East."
Goal: Dozens of Additional Partnerships
Alongside the launch in India, Marriott is already in talks with hotel owners in the United States, Latin America, Europe, Africa, and the Middle East, aiming to integrate independent properties into the new brand under the "locally connected globally" model.
Series by Marriott is not just a new brand but a new strategy in Marriott's growth map, combining local elements with a flexible, accessible, and connected international hospitality empire.