Latest news with #SeriesByMarriott
Skift
6 days ago
- Business
- Skift
Marriott's Strategy for Its New Series Brand: Why It Started in India
Sure, Marriott had the scale, but it lacked a midscale brand in India — until now. With Fern and the launch of Series, it's finally filling the gap and going all-in on India's fastest-growing hotel segment. When Marriott International introduced its newest global brand — Series by Marriott — it chose India as the launch market and took the unusual step of making an equity investment in its local partner, Mumbai-based Concept Hospitality. Asked if this is the hotel company's first equity investment in the Indian hotel sector, Rajeev Menon, president of Asia Pacific (excluding China) at Marriott International, said, 'You could say that. Marriott will only invest for very strategic purposes. And we see this as a very unique opportunity.' It's a notable move for the hotel giant, which traditionally expands through franchise and management contracts and typically launches brands in Western markets. 'For the 24 years that I've been with Marriott, very rarely do we make investments,' said Menon. 'So you can understand t
Travel Weekly
22-05-2025
- Business
- Travel Weekly
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.
Hospitality Net
22-05-2025
- Business
- Hospitality Net
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 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 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 To download the Marriott app, go here. Travelers can also connect with Marriott Bonvoy on Facebook, X, Instagram and TikTok.
Skift
22-05-2025
- Business
- Skift
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.
