All-new Series by Marriott brand launched globally
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.
The company says 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.
The initial global launch of Series by Marriott has come 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, totalling 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 Marriott International President and CEO, Anthony 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.
“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,” Capuano said.
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 WiFi, 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.
“India is one of Marriott’s most dynamic and strategic markets, making it the ideal launchpad for Series by Marriott,” said Marriott International President, Asia Pacific excluding China, Rajeev Menon.
“Our founding deal with CHPL allows us to scale purposefully with a trusted local brand that resonates with regional travelers.
“This collaboration combines CHPL’s deep market knowledge with Marriott’s global platform—broadening access to quality hospitality and unlocking strong growth potential across the country. Launching Series by Marriott in India reflects the region’s critical role in our long-term growth strategy.”