Marriott International, Inc. (Nasdaq: MAR) has officially unveiled its new global brand collection targeting the midscale and upscale lodging markets—Series by Marriott. This launch reflects Marriott’s ongoing strategy to broaden its worldwide hotel portfolio by integrating respected regional brands that deliver reliable quality and service into the Marriott Bonvoy loyalty program. Series by Marriott aims to provide travelers with comfortable accommodations in diverse locations while allowing regional hotel owners to retain their unique identity alongside the advantages of Marriott’s global platform and award-winning loyalty benefits.

Series by Marriott launches its entry into the Indian market through a key partnership with Concept Hospitality Private Limited (CHPL), marking a significant milestone in Marriott’s strategic growth in the region. Established in 1996 by Param Kannampilly, CHPL ranks among India’s leading hotel management companies, overseeing over one hundred hotels across ninety locations under six unique brands. This collaboration designates CHPL’s premier brands—The Fern, The Fern Residency, and The Fern Habitat—as exclusive members of the Series by Marriott collection within India, while Marriott acquires a minority equity interest in CHPL.

At present, The Fern brand operates eighty-four hotels and has thirty-one additional properties under development, bringing the total portfolio to one hundred fifteen hotels with around eight thousand rooms. These properties will progressively become part of Marriott’s portfolio in India, with Marriott actively working alongside independent hotel owners to establish long-term franchise agreements. CHPL operates primarily under the ownership of CG Hospitality, the hospitality arm of the multinational conglomerate CG Corp Global.

“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.

“We are thrilled to launch Series by Marriott through our founding deal with CHPL. 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. The Fern portfolio throughout India is highly regarded and CHPL’s commitment to operational excellence and meeting the needs of regional travelers embodies the spirit of the Series by Marriott brand,” said Capuano.

“Through our majority stake in CHPL, we’ve nurtured The Fern brands as standard-bearers for eco-sensitive, high-quality hospitality in India. 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,” said Dr. Binod Chaudhary, Chairman of CG Corp Global.

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

Series by Marriott: Locally Inspired, Globally Connected Hospitality

The Series by Marriott brand aims to provide travelers with an uncomplicated, welcoming stay that emphasizes essential comforts and high-quality basics. Properties under this portfolio will deliver excellent value through clean, cozy accommodations, complimentary Wi-Fi, daily coffee or tea, and breakfast offerings. Select locations will also feature fitness centers and versatile meeting and event spaces. Each hotel will embrace the unique character of its region and clientele, while adhering to Marriott’s rigorous global standards for cleanliness and safety. Guests who are members of the Marriott Bonvoy loyalty program can earn and redeem points during their stays and access exclusive member perks at Series by Marriott hotels.

Expanding Global Opportunities for Hotel Owners

Designed to integrate strong, regionally meaningful brands within the Marriott portfolio, Series by Marriott offers hotel owners competitive revenue potential and cost-efficient affiliation options. This model allows owners to preserve their hotel’s distinct identity while benefiting from Marriott’s extensive reach, including the Marriott Bonvoy program with nearly 237 million members worldwide. Additionally, owners gain access to Marriott’s powerful digital ecosystem, including Marriott.com and the Marriott Bonvoy app, to drive direct bookings.

Following its initial partnership with CHPL, Marriott is actively engaging with hotel owners across the United States, Caribbean, Latin America, Europe, the Middle East, and Africa to expand the presence of Series by Marriott.

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