22-05-2025
Marriott's New Brand Is Called Series by Marriott, and It's Coming to India First
Not long ago, global hotel chains brought their tried-and-tested brands to India and scaled them. Now, that's flipped. With Marriott launching something new here first, one things's for sure: India's not just a stop, it's the starting line.
Marriott International has launched a new global brand — Series by Marriott — aimed at the midscale and upscale hotel segments. Marriott has chosen to debut this brand in India.
On Thursday, the world's largest hotel company announced that India will serve as the starting point for Series by Marriott. With this, the company has signed a foundational agreement with hotel management firm Concept Hospitality, known for its environment-focused Fern brand.
Marriott also confirmed a 'small equity investment' in Concept Hospitality. On the amount being invested, Rajeev Menon, president, Asia Pacific excluding China, Marriott International, said at the press conference in Mumbai on Thursday: "Marriott does not plan to disclose the exact workings of the deal." However, this is a significant move for Marriott, which traditionally expands through management and franchise agreements rather than direct equity involvement.
This is also Marriott's first direct investment in the Indian hotel sector, signaling a deeper shift in its strategy, where India is not just a growth market.
Why India?
Marriott's leadership has been clear about India's growing importance in its global plans. The hotel company expects India to become its third-largest market, and this latest move reinforces that trajectory.
'These announcements further signify the importance of India as a long term strategic market for Marriott International,' Menon said.
Menon's point is backed by numbers: Marriott currently operates over 30,000 rooms in India and plans to reach 50,000 in the next five years.
The launch of Series by Marriott aligns with India's hotel sector momentum. The market is projected to surpass INR 1 trillion ($11.7 billion) this year and grow to INR 1.1 trillion ($13 billion) by 2026-27, according to Rubix Data Sciences. Domestic travel, MICE events, and foreign arrivals are all contributing to this upswing. Occupancy rates are also rising, from 68% in 2024 to a forecasted 73% by 2027.
A Regional Brand for a Global Market
Series by Marriott will offer a flexible, regional approach to growth, Marriott has said. It will bring locally created hotel brands with strong reputations under the Marriott umbrella. In India, that means the integration of Concept Hospitality's core brands — The Fern, The Fern Residency, and The Fern Habitat — into Marriott's network.
Concept Hospitality operates over 100 hotels across 90 cities in India. It also runs 17 hotels in partnership with Taj-parent Indian Hotels Company.
Concept's Fern portfolio includes 84 operating properties and 31 more in the pipeline, amounting to a total of 8000 hotel rooms. These hotels will gradually affiliate with Series by Marriott following agreements with third-party owners.
Menon categorically mentioned, "Concept Hospitality continues to operate the Fern portfolio and eventually our aim is to bring all of these hotels into the system as we work our way through."
In return, Marriott will offer these properties access to its systems, standards, and the Marriott Bonvoy loyalty program, a key driver of repeat business.
Anthony Capuano, president and CEO of Marriott International, said the new brand is about 'delivering lodging offerings in the right place at the right price with basics done well.' He added that the Series brand will help reach more value-conscious travelers, while giving owners a practical way to join the Marriott ecosystem.
'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,' added Capuano in a press release.
A Broader International Rollout
India may be the starting point, but Series by Marriott is designed for a global stage. Marriott confirmed it is in talks with hotel owners across the U.S., Caribbean and Latin America, Europe, the Middle East, and Africa.
A conversion brand as opposed to new builds, gives Marriott a way to grow quickly, especially in markets where building new hotels takes time and faces regulatory hurdles.
It also reflects a growing trend: major hotel chains adapting to regional needs and preferences while maintaining global standards.
For Concept Hospitality, the partnership offers global backing and long-term scale. Chairman Param Kannampilly said the deal supports their aim to grow in Tier 2 and Tier 3 cities, and to bring lesser-known Indian destinations into the spotlight.
"Series by Marriott is set to elevate our presence across India, particularly in the rapidly growing Tier 2, Tier 3 cities and other emerging destinations that are actually brimming with potential," Menon said.
Marriott's Wider India Strategy
Marriott isn't putting all its focus on midscale hotels. It's also growing at the premium end. Last month, it announced a new Le Méridien hotel in Mumbai, expected to open in 2029. The 161-room property will be located near the international airport and developed in partnership with the Balwa Group.
Marriott's India strategy also includes working closely with the government to reduce development hurdles, expand into smaller cities, and promote women's employment in hospitality. CEO Capuano highlighted these priorities during discussions with Prime Minister Narendra Modi and again at the Skift India Forum in March.
He also noted the need to cut 'friction' across the travel value chain — from infrastructure bottlenecks to visa challenges — in order to drive international visitation and enable faster growth.
What am I looking at? The performance of hotels and short-term rental sector stocks within the ST200. The index includes companies publicly traded across global markets, including international and regional hotel brands, hotel REITs, hotel management companies, alternative accommodations, and timeshares.
The Skift Travel 200 (ST200) combines the financial performance of nearly 200 travel companies worth more than a trillion dollars into a single number. See more hotels and short-term rental financial sector performance.
Read the full methodology behind the Skift Travel 200.
