Marriott Announced One More Brand
Marriott International revealed this week the global launch of its latest brand. Series by Marriott™ is aimed at the midscale and upscale hotel segments, and is launching in India first.
The company says that Series by Marriott is expected to expand Marriott’s global presence by bringing well-established regionally created brands and hotels with a focus on consistent quality and service.
Series by Marriott will offer guests “comfortable stays in more places and provide regional owners access to the benefits of Marriott’s platforms, all while maintaining their portfolio’s independent identity.”
India will serve as the starting point for Series by Marriott, which is launching through a founding deal with Concept Hospitality Private Limited (CHPL). Established in 1996, 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, The Fern, The Fern Residency, and The Fern Habitat brands will affiliate with Series by Marriott on an exclusive basis across India. Marriott will make a small undisclosed 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.
Marriott also said that it holding active discussions about the Series by Marriott brand with owners in the United States, the Caribbean and Latin America, Europe, Middle East, and Africa.
