Marriott focuses on 'well-executed basics' with Series soft brand
Marriott International unveiled Series by Marriott, a new soft brand with a focus on "well-executed basics."
Encompassing midscale and upscale hotels, the Series collection promises clean and comfortable rooms, free WiFi and daily coffee or tea, with select properties also offering complimentary breakfast, fitness centers and meetings and event space.
The brand will debut in India via a deal with Indian hotel management company Concept Hospitality Private Limited.
Under the agreement, Concept Hospitality's three flagship brands -- The Fern, The Fern Residency and The Fern Habitat -- will affiliate exclusively with Series by Marriott across India.
Marriott will make a small equity investment in Concept Hospitality as part of the arrangement. Founded in 1996, Concept Hospitality has 84 hotels.
Marriott CEO Anthony Capuano called India "a key growth market," adding that the Concept partnership serves as "a strong foundation as we look to accelerate growth of the Series by Marriott collection in additional markets around the world."
Marriott said it's in "active discussions" with hotel owners about introducing the Series by Marriott brand to the U.S., Caribbean, Latin America, Europe, the Middle East and Africa.
Marriott's other soft brands include Autograph Collection, Tribute Portfolio, Design Hotels and MGM Collection with Marriott Bonvoy.
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