Marriott International has launched a new midscale and upscale hotel brand, Series by Marriott, to expand its global footprint by integrating regional hotel brands into its Marriott Bonvoy portfolio. The brand’s initial rollout begins through a strategic agreement with Concept Hospitality in India, one of Marriott’s priority growth markets.
Under the agreement, Concept’s core brands – The Fern, The Fern Residency, and The Fern Habitat – will exclusively join Series by Marriott in India. Marriott has also taken a minority equity stake in Concept Hospitality, bolstering its presence in the country’s rapidly growing hotel market.
The Fern’s current portfolio includes 84 operational properties and 31 pipeline deals, totalling approximately 8,000 rooms. These hotels are expected to join Marriott’s portfolio over time, subject to agreements with third-party owners and the signing of long-term franchise contracts.
Series by Marriott properties will focus on essential services and standard amenities, including functional rooms, free Wi-Fi, daily coffee or tea, and breakfast. Select locations will also offer fitness centres and event spaces. The hotels will reflect local character while conforming to Marriott’s global standards for safety and cleanliness. Guests will be able to earn and redeem points through the Marriott Bonvoy programme.
Anthony Capuano, president and CEO of Marriott International, commented: “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.”
“This deal will help meaningfully expand Marriott’s leading position in India, a key market for the company. We see this multi-unit conversion deal as a strong foundation as we look to accelerate growth of the Series by Marriott collection in additional markets around the world.”
Param Kannampilly, chairman of Concept Hospitality, added: “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.”
Beyond India, Marriott is in active discussions with hotel owners in the US, the Caribbean and Latin America, Europe, the Middle East, and Africa regarding future Series by Marriott partnerships.
