CG Hospitality, Marriott launch new upscale collection brand
CG Hospitality Global, the hospitality arm of CG Corp Global and majority stakeholder in Concept Hospitality Private Limited (CHPL), has announced a landmark collaboration with Marriott International for the global launch of Series by Marriott - a new midscale and upscale collection brand.
This historic move is anchored by the affiliation of The Fern portfolio, one of India's most respected eco-sensitive hotel chains.
Founded in 1996 by Param Kannampilly, CHPL has grown into one of India's most respected hotel management companies. This partnership marks a major milestone for India's hospitality sector.
Under this deal, the Fern, The Fern Residency and The Fern Habitat will be integrated into Marriott's global ecosystem. With over 120 operating hotels under various brands, in 90 cities and 40 additional properties in the pipeline at CHPLA, the deal is expected to add up to 84 Fern branded hotels and approximately 6,000 rooms to Marriott's India portfolio - thus making it one of the most significant multi-unit transactions in the country's hospitality landscape.
The agreement includes a strategic equity investment by Marriott in CHPL and an exclusive long-term co-branding relationship for The Fern brands in India.
Fern hotels will now benefit from Marriott's global distribution platforms, digital systems, and the Marriott Bonvoy loyalty program with 237 million members, while retaining their independent spirit and regional identity.
This collaboration reflects CG Hospitality's long-standing belief in the strength of regionally rooted brands with global potential.
CG Hospitality, headquartered in Dubai, has nurtured Fern into a leading name in eco-sensitive, quality hospitality sector.
Having already established a strong footprint in the UAE with landmark properties such as Taj Jumeirah Lake Towers, the partnership now takes that vision global, amplifying the reach and capabilities of The Fern across the Middle East and beyond, said a top official.
"This strategic collaboration represents more than just a portfolio expansion - it's the alignment of two shared visions to redefine the mid-market hospitality landscape," remarked Rahul Chaudhary, Managing Director & CEO, CG Corp Global & CG Hospitality Holdings.
"At CG Hospitality, we've long championed sustainable, responsible, and accessible hospitality, particularly through Fern's pioneering presence across India's Tier 2 and Tier 3 cities. With this partnership, we're now setting our sights on taking The Fern to 500 hotels by 2030, and arguably making The Fern brands, the biggest in this segment, in India, while expanding CG Hospitality's footprint to 650 hotels globally," stated Chaudhary.
"Marriott's global scale, trust, and loyalty ecosystem will be a powerful catalyst in achieving this ambitious vision. Together, we're not only strengthening India's hospitality infrastructure but enabling a regional eco-sensitive brand to thrive on the global stage. This is a defining moment for The Fern and a bold new chapter for Indian hospitality," he added.
This collaboration reflects a shared commitment to scaling responsibly and serving consciously, particularly across emerging and culturally rich destinations in India.
Anthony Capuano, President and CEO of Marriott International, said the Series by Marriott furthers the top hospitality group's commitment to delivering lodging offerings in the right place at the right price with basics done well.
"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," stated Capuano.
"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," he added.
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