Marriott International and Hawkins Way Capital Expand Series by Marriott Brand Across the US

Marriott International and Hawkins Way Capital to Launch Series by Marriott™ in the U.S.

In a significant move for the hospitality industry, Marriott International, Inc. and Hawkins Way Capital have announced the signing of agreements to convert five properties into the Series by Marriott™ brand. This marks the official debut of this newest collection brand developed to cater to the evolving needs of travelers in key urban and coastal markets across the United States.

The cities selected for the transformation include Miami, Santa Monica, San Francisco, Chicago, and San Diego. The properties, which are currently under the FOUND Hotels brand, are set to join the Series by Marriott™ portfolio within the next year. This initiative reflects Marriott’s commitment to expanding its diverse offerings in the Marriott Bonvoy® program.

Aiming to provide guests with a personalized experience, Series by Marriott™ captures the essence and individuality of each location. As travelers increasingly seek accommodations that are not only reliable but also resonate with the local culture, this brand aims to combine comfort with unique experiences reflective of their surroundings.

Noah Silverman, Marriott International's Global Development Officer for the U.S. and Canada, expressed excitement about this new chapter, highlighting that Series by Marriott is designed not only for guest comfort but also as an attractive opportunity for regional owners and franchise partners. The brand promises to bridge the gap between local authenticity and global reach, leveraging Marriott's extensive resources for demand generation while allowing each hotel to maintain its distinct identity.

Hawkins Way Capital echoes this sentiment, viewing the collaboration as a strategic enhancement to its hospitality platform. By transitioning FOUND Hotels into Series by Marriott™, Hawkins Way aims to strike a balance between preserving the existing brand's identity and tapping into Marriott's expansive loyalty system. Ross Walker, Managing Partner at Hawkins Way Capital, noted that this partnership allows them to create approachable, locally-inspired lifestyle hotels, catering precisely to the needs of modern travelers.

The properties expected to join the Series by Marriott™ brand include:

- FOUND Miami Beach
- FOUND Chicago, IL
- FOUND San Francisco Nob Hill, CA
- FOUND Santa Monica, CA
- FOUND San Diego, CA

This announcement comes on the heels of Marriott's foundational deal for Series by Marriott™ with Concept Hospitality Private Limited in India, which involves integrating more hotels, contributing to a portfolio that will eventually include significant numbers of rooms across multiple properties.

Marriott International, based in Bethesda, Maryland, boasts a global presence with a portfolio of over 9,600 properties across 30 brands in 143 countries. The launch of Series by Marriott™ reinforces its commitment to adapt to changing market demands while maintaining high standards of service and experience for its guests.

For more information on Series by Marriott™, interested parties can visit the official website. This brand launch not only signifies a promising development for Marriott but also reflects wider trends in the hospitality industry, where personalization and local experiences increasingly play a pivotal role in customer satisfaction and brand loyalty.