#United States #Bethesda #Marriott International #Series by Marriott #The Fern Brands

Marriott International Launches Series by Marriott™

In a significant move poised to redefine its brand portfolio, Marriott International Inc. has unveiled Series by Marriott™, a new collection brand targeting the midscale and upscale lodging markets globally. This strategic launch, which began on May 22, 2025, represents a pivotal expansion in Marriott's approach to hospitality, focusing on enhancing regional brands while maintaining their independent identity within the prestigious Marriott Bonvoy ecosystem.

Expanding Global Reach

The Series by Marriott™ aims to integrate well-established regional brands and hotels that uphold Marriott's standards of quality and service. With an initial partnership agreement with Concept Hospitality Private Limited (CHPL) in India, Marriott’s growth strategy is clearly set on tapping into burgeoning markets, especially in a country projected to hold immense potential for hospitality growth.

Founded in 1996 by Param Kannampilly, CHPL is recognized as one of India's premier hotel management firms, boasting over 100 properties across various brands including The Fern, The Fern Residency, and The Fern Habitat. As part of this foundational deal, these prominent brands will be affiliated exclusively with Series by Marriott in India, further diversifying the offerings available to value-conscious travelers seeking quality accommodations.

The Benefits of Affiliation

For hotel owners, affiliation with Series by Marriott offers an opportunity to retain their properties' unique identities while benefiting from Marriott's extensive resources. This includes access to Marriott Bonvoy, a highly awarded loyalty program with nearly 237 million members, and advanced digital platforms for direct bookings, creating a win-win scenario for both parties involved.

Anthony Capuano, President and CEO of Marriott International, highlighted that this new brand initiative reflects Marriott’s commitment to providing diverse, value-oriented lodging options in ideal locations. The Series by Marriott™ will cater to guests by offering essential amenities such as clean rooms, complimentary Wi-Fi, daily beverage service, fitness facilities, and spaces for meetings and events—all enveloped in a comfortable and approachable atmosphere.

The new brand also signals a strong intention to meet the increasing demands of travelers, particularly in Tier 2 and Tier 3 cities across India, which are rich in cultural heritage and provide unique opportunities for tourism development. With reported openings of The Fern properties anticipated to integrate into the Marriott portfolio, we can expect significant enhancements in regional hospitality.

Growth Beyond India

While the inaugural launch centers around India, Marriott is exploring similar partnerships and discussions regarding Series by Marriott™ with various hotel owners across the United States, Caribbean, Latin America, Europe, the Middle East, and Africa. The series aims to foster quality hospitality offerings in both well-known and lesser-visited locales, ensuring that guests can enjoy consistent and high-quality service no matter where they stay.

CHPL's Chairman Dr. Binod Chaudhary emphasized the essence of this partnership, indicating that it allows establishments like The Fern to amplify their reach through Marriott's robust framework. This union is set to transform and uplift the standard of hospitality in India’s burgeoning midscale sector.

Marriott’s expansion into this new brand signifies a critical evolution within the hospitality industry, decidedly aimed at bolstering its position while catering to the nuanced needs of diverse traveler segments. As this initiative unfolds, it will not only aim to drive growth for Marriott but also enhance the overall travel experience for customers, making quality accommodation accessible across a wider spectrum of destinations worldwide.

In conclusion, Series by Marriott™ epitomizes Marriott International's forward-thinking approach to hospitality, concentrating on aligned growth and sustainable development in emerging markets. With strong partnerships and a comprehensive strategy, Marriott continues to solidify its ranking as a global leader in hospitality, committed to enhancing guest experiences across the globe.