Marriott International Announces Global Launch of New Regional Collection Brand: Series by Marriott™
Marriott International, Inc. (Nasdaq: MAR) today announced the global launch of its new collection brand for the midscale and upscale lodging segments—Series by Marriott™—as the company continues to expand its lodging offerings around the world. Series by Marriott is expected to expand Marriott's global presence by bringing well-established regionally created brands and hotels that champion consistent quality and service into the Marriott Bonvoy portfolio. Series by Marriott will offer guests comfortable stays in more places and provide regional owners access to the benefits of Marriott's platforms, including the company's award-winning Marriott Bonvoy loyalty program, all while maintaining their portfolio's independent identity.
Series by Marriott marks its initial launch through a founding deal with Concept Hospitality Private Limited (CHPL) in India, a key growth market for Marriott. Established in 1996 by Param Kannampilly, CHPL, is one of India's leading hotel management companies with a portfolio of six brands and over 100 hotels operating in 90 locations. Under the strategic agreement between CHPL and Marriott, CHPL's flagship brands—The Fern, The Fern Residency, and The Fern Habitat—will affiliate with Series by Marriott on an exclusive basis across India and Marriott will make a small equity investment in CHPL. The Fern portfolio is currently comprised of 84 open properties and 31 executed pipeline deals, totaling 115 properties and approximately 8,000 rooms. Fern properties are expected to join Marriott's portfolio in India over time following discussions with the third-party hotel owners and execution of long-term franchise agreements with those owners. CG Hospitality, the hospitality division of the multi-national conglomerate CG Corp Global, is the majority stakeholder in CHPL.
Series by Marriott furthers Marriott's commitment to delivering lodging offerings in the right place at the right price with basics done well," said . "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. Anthony Capuano, President and CEO of Marriott International
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. 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. Param Kannampilly, Chairman, Concept Hospitality Private Limited
A Series of Hotels: Regionally Created, Globally Connected
Series by Marriott is designed to deliver a simple and approachable experience for travelers with a focus on fundamentals and well-executed basics. Hotels in the portfolio will offer quality and value with clean, comfortable rooms, free Wi-Fi, daily coffee or tea, with breakfast, fitness centers and meetings and event spaces available at certain properties. Hotels will reflect the regions and customers they serve while delivering Marriott's global standards for safety and cleanliness. As part of the Marriott Bonvoy loyalty program, members staying at Series by Marriott properties will be able to earn and redeem points and enjoy member benefits.
Global Growth Opportunity for Owners
Series by Marriott has been created to bring strong, regionally relevant brands and hotels into the Marriott portfolio with industry leading revenue generation capabilities and affiliation cost structures. Owners will have the ability to maintain their portfolio's independent identity while leveraging the power of Marriott's award-winning Marriott Bonvoy loyalty program with nearly 237 million members globally, and digital platforms like Marriott.com and the Marriott Bonvoy mobile app to generate direct bookings.
In addition to its founding deal with CHPL, Marriott is also in active discussions about the Series by Marriott brand with owners in the United States, the Caribbean and Latin America, Europe, Middle East, and Africa.
To learn more about Series by Marriott, click here.
About Marriott International
Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of nearly 9,100 properties across more than 30 leading brands in 142 countries and territories. Marriott operates and franchises hotels and licenses vacation ownership resorts all around the world. The company offers Marriott Bonvoy®, its highly awarded travel program. For more information, please visit our website at www.marriott.com. In addition, connect with us on Facebook and @MarriottIntl on X and Instagram.
About Marriott Bonvoy
Marriott Bonvoy, Marriott International's award-winning travel programme and marketplace, gives members access to transformative, eye-opening experiences around the corner and across the globe. Marriott Bonvoy's portfolio of 31 extraordinary brands offers renowned hospitality in the most memorable destinations in the world. Members can earn points for stays at hotels and resorts, including all-inclusive resorts and premium home rentals, as well as through everyday purchases with co-branded credit cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments™, or through partners for luxurious products from Marriott Bonvoy Boutiques®. With the Marriott Bonvoy app, members enjoy a level of personalisation and contactless experience that allows them to travel with peace of mind. To enrol for free or for more information about Marriott Bonvoy, visit marriottbonvoy.com. To download the Marriott app, go here. Travelers can also connect with Marriott Bonvoy on Facebook, X, Instagram and TikTok.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Hospitality Net
19 hours ago
- Hospitality Net
Amadeus and UN Tourism report provides comprehensive look at Asia Pacific travel market
Amadeus, a leading provider of travel technology solutions, and UN Tourism, have released a new report with comprehensive data on travel in Asia Pacific. The Market Insights report – Asia & subregions offers in-depth insights into passenger traffic, hospitality market indicators, top-performing destinations, and new routes in the Asia Pacific region. The report presents a detailed analysis of passenger traffic and capacity trends from March 2023 to February 2025 and provides a forecast extending to August 2025. Notable growth rates include a 9.3% increase in air passenger volume and scheduled seats for Asia and the Pacific, derived from Amadeus Navigator360™ data. Market level hotel occupancy rates, average daily rates (ADR), and revenue per available room (RevPAR) across various regions are also detailed in the report. Top-performing destinations in terms of bookings and searches are explored, highlighting significant year-over-year growth for destinations including China, Macao, and Mongolia. Finally, the report details the introduction of new air routes in the region, emphasizing the potential for unlocking new market opportunities. Paul Wilson, Vice President of Hospitality, Asia Pacific, Amadeus says, 'This new report serves as a valuable resource for stakeholders in the travel and hospitality industry. It offers actionable insights and data-driven strategies to navigate the dynamic market landscape. By using detailed market insights, destination management organizations and hotels can enhance growth opportunities, improve customer experiences, and optimize their operations in the Asia-Pacific region.' 'At UN Tourism, we are committed to strengthening the capacity of our members to access relevant and reliable market intelligence that enable better tourism management and planning. That is why we are pleased to collaborate once again with Amadeus, one of our valuable Affiliate Members. Asia and the Pacific is a hugely dynamic and innovative region. In 2024, the region welcomed 316 million international tourist arrivals, 33% more than in 2023, making it the second most visited destination in the world, after Europe. 'I trust this report and its insights will contribute to a better understanding of the market dynamics of the APAC region and inform more effective decision-making by both the tourism public and private sectors,' says Zurab Pololikashvili, Secretary-General, UN Tourism. You can download the full report here. About the data: All data in this report comes from Amadeus Travel Intelligence. The data was extracted from Amadeus Navigator360™ on March 16, 2025. Navigator360™ is the most comprehensive collection of hotel, air and sociodemographic travel data available today, empowering businesses to identify evolving travel trends. View source
Hospitality Net
a day ago
- Hospitality Net
Guest Experience: 10 Do's and Don'ts for a Great Guest Experience Strategy
If there's one takeaway for 2025, it's this: Guest experience isn't a department – it's a mindset. To deliver exceptional moments, guest satisfaction must sit at the core of every decision, across every department. From front desk to finance, marketing to maintenance – every action should be viewed through the lens of its impact on the guest. Want real transformation? Make guest satisfaction more than a KPI – make it a culture. If guest experience doesn't come up in every leadership meeting, you're missing the point. It's not about chasing trends or mimicking your compset. Memorable experiences are built through emotional connection, authenticity, and a deep understanding of your guests' evolving needs. Guests want more than a bed – they want a story, a feeling, a sense of belonging. When you design moments that matter, you don't just earn loyalty – you create advocates. Here are 10 guiding principles 'Do's and Don'ts' for a guest experience strategy that actually delivers: Do's to Deliver Great Guest Experiences: ✅ DO Treat guest satisfaction as a core metric. Every time you implement a new initiative (i.e. digital dining, upselling, automated check-in) don't just measure revenue or conversion. Ask: Did this enhance the guest experience? Did we move the satisfaction needle? ✅ Make guest intelligence relevant to every team. From housekeeping to F&B, tailor insights to be digestible and actionable. Empower teams to act on what they learn, not just observe from a distance. ✅ Push your vendors to be partners, not just providers. Ask them where guest intelligence is heading and how AI will shape experience. Choose partners who guide and evolve with you, not just those who tick a box. ✅ Stay plugged into product roadmaps and industry webinars. Hospitality tech moves fast. Tomorrow's winning experiences are being built today. Stay informed, curious, and engaged - it's not just sales fluff, it's your edge. ✅ Use AI for review responses, but keep it human. AI can support scale and consistency, but your brand voice still matters. Train it to reflect your tone. Tech should elevate your authenticity, not dilute it. ✅ Hire and train for emotional intelligence. Guests remember how you made them feel. EQ-driven teams read cues, respond with empathy, and create moments that stick. That's the secret sauce. ✅ Create local, brand-authentic experiences. From a curated neighborhood guide to a scent inspired by the region, guests crave stories, not sameness. These emotional touches forge deeper connections. ✅ Monitor your compset, but think beyond it. Benchmarking is important, but inspiration lives everywhere – retail, wellness, entertainment. The best ideas often come from outside hospitality. ✅ Build a communication strategy for the entire guest journey. Use email, SMS, WhatsApp, chat AI, and in-room tech to support – not interrupt. Be proactive, seamless, and human. Anticipate needs. Build trust. ✅ Make space for magic, surprise, and delight. A handwritten note. A Spotify playlist. Remembering their favorite drink. These moments create stories guests tell long after checkout. That's real hospitality. Don'ts – What to Avoid in Guest Experience:
Hospitality Net
a day ago
- Hospitality Net
Uncertainty Abounds: HVS Takeaways from NYU International Hospitality Investment Forum 2025
With contributions from Kannan Sankaran, Patricia Shih, Neil Flavin, Alice Sherman, and Cole Masler. The start of June always brings the industry together in New York City, and we enjoyed our time at the NYU International Hospitality Investment Forum this year. It was great to see many of you there and share our recent experiences in the industry. The conference was preceded by our webinar that provided an update of our forecast and views from HVS President – Americas, Rod Clough. You can view the webinar here. The conference brought forward a noticeable mix of contrasting viewpoints as to the state and near-term future of the industry. Some attendees were convinced that transaction activity will pick up in the next three to six months as we transition to a more balanced seller/buyer dynamic. Others expected transaction activity in major markets to be down for the duration of 2025, citing the recently instituted federal tariffs and government job cuts that have created some uncertainty in the levels of both domestic and international travel. They see these as factors that are causing capital to stay on the sidelines for the time being. Whether more positive or negative in their near-term future view, investor sentiment remained cautious in both camps. Luxury and lifestyle segments continue to outperform, and a stronger focus on acquisitions over development has taken hold. There appears to be a disconnect between media reports of low consumer confidence and the 2025 travel trends observed in several key markets. Industry participants are watching the summer travel season to see if the positive trend continues in these markets (or reverses the declines in others). These stakeholders are also keeping a close eye on inflation and unemployment levels, the two key factors that could affect discretionary spending. Group business has become a big driver of demand in the absence of the typical leisure and commercial sources. As a result, RevPAR is likely to stay stagnant or decline in many markets, as this supplemental group demand is typically lower rated than the leisure- or commercial-transient demand that is usually present. Operators appear to be showing more concern, as revenues, particularly from the leisure segment, have slowed this year. Hotel owners and operators are prioritizing operational efficiency over aggressive expansion, with technology and labor strategy emerging as key focus areas amid persistent cost pressures. These pressures include continued high labor costs (management and hourly), elevated insurance costs, brand-mandated PIP renovations, and deferred maintenance. While owners and operators are taking internal measures to control their GOP percentages, they are having to implement additional strategies to lessen the impact of increased insurance costs and taxes on EBITDA. In addition to the higher operating costs across the board, owners are feeling unsettled regarding the uncontrollable expenses. The cost of supplies is anticipated to be affected at some level by tariffs and potential trade deals. Development deals are generally more paused than outright canceled. Key money provided by brands has affected developer decisions, though many brands have elected not to engage in a bidding war, instead standing firm on their long-term value proposition. Representatives for all brands reported that they are extremely busy and appear optimistic; however, privately, they revealed that they are seeing a slowdown, albeit small, and deal closings in multiple segments have slowed due to owner hesitancy resulting from the economic conditions. Unless a project is located in a high-demand, impactful market, some owners are taking a 'wait and see' approach. Overall, the sentiment and outlook were generally neutral, with optimism from some balanced by caution from others. "Uncertainty" was the word that was used most often. There is currently a lot of macroeconomic-related noise. The prevalent tone was 'let's wait a few months,' both to gain some clarity once the tariff situation plays out and to see the final version of the One Big Beautiful Bill that may be passed by the U.S. Senate. Reach out to any of us to learn more. We are happy to do a deeper dive on our experiences and views on the current state of the industry. Let's connect! — Source: HVS About HVS HVS, the world's leading consulting and services organization focused on the hotel, mixed-use, shared ownership, gaming, and leisure industries, was established in 1980. The company performs 4,500+ assignments each year for hotel and real estate owners, operators, investors, banks and developers worldwide. HVS principals are regarded as the leading experts in their respective regions of the globe. Through a network of some 60 offices and more than 300 professionals, HVS provides an unparalleled range of complementary services for the hospitality industry. View source
