Marriott International Expands Its Global Footprint with the Launch of Series by Marriott and Strategic Deal with Concept Hospitality
(IN SHORT) Marriott International launches Series by Marriott™, a new collection brand aimed at expanding its midscale and upscale lodging offerings. Through a foundational agreement with Concept Hospitality Private Limited, Marriott will bring The Fern brands into the Series by Marriott portfolio across India. This partnership will further Marriott’s growth in India’s emerging markets and provide value-driven travelers with an affordable yet high-quality hospitality experience, backed by the Marriott Bonvoy loyalty program.
(PRESS RELEASE) BETHESDA, MD, 2025-May-22 — /Travel PR News/ — Marriott International, Inc. (Nasdaq: MAR) today announced the global launch of its new midscale and upscale lodging collection brand, Series by Marriott™, marking a significant step in the company’s strategy to broaden its lodging offerings across the globe. The new brand will bring regionally created, high-quality hotels into the Marriott Bonvoy portfolio, offering value-conscious travelers a comfortable stay while maintaining the independent identity of each hotel.
Series by Marriott has kicked off with a foundational partnership with Concept Hospitality Private Limited (CHPL), one of India’s leading hotel management companies. This exclusive agreement will see CHPL’s flagship brands—The Fern, The Fern Residency, and The Fern Habitat—affiliate with Series by Marriott across India. The Fern portfolio, currently comprised of 84 open properties and 31 pipeline deals, will continue its growth, contributing to Marriott’s expansion in this high-growth market. Marriott will also make a small equity investment in CHPL as part of the deal.
“Series by Marriott strengthens Marriott’s commitment to providing high-quality accommodations at the right price, where we can offer more choices for value-driven travelers,” said Anthony Capuano, President and CEO of Marriott International. “This new regional collection will give our loyal Marriott Bonvoy members and guests more flexibility and value, while creating growth opportunities for owners, especially in emerging markets like India.”
Expanding Marriott’s Presence in India
With a focus on Tier 2 and Tier 3 cities, as well as lesser-known destinations rich in culture and opportunity, Marriott aims to capture India’s growing demand for accessible, comfortable stays. Param Kannampilly, Chairman of Concept Hospitality, shared his excitement: “We’re thrilled to partner with the world’s largest hospitality company to drive growth in India’s midscale segment. Our vision for Series by Marriott is to unlock the potential of emerging markets while fostering local economies with sustainable, high-quality hospitality options.”
As part of this strategic partnership, CHPL’s The Fern portfolio will benefit from Marriott’s global distribution systems, the Marriott Bonvoy loyalty program, and the company’s marketing platforms. This will help extend the reach of The Fern brands across India and beyond, providing travelers with more access to quality accommodations while maintaining the unique identity of each property.
A Simple, Approachable Experience for Travelers
Series by Marriott will provide a simple yet high-quality experience for guests, with an emphasis on well-executed basics. The brand will focus on delivering comfort, value, and consistency, offering clean, comfortable rooms, free Wi-Fi, daily coffee or tea, and breakfast at most locations. Select properties will also feature fitness centers and meeting spaces, while adhering to Marriott’s rigorous global safety and cleanliness standards. As a part of the Marriott Bonvoy program, members will be able to earn and redeem points at Series by Marriott hotels.
Global Growth for Owners and Local Impact
Series by Marriott’s model allows owners to retain the independent identity of their properties while benefiting from Marriott’s global reach and the power of the Marriott Bonvoy program. With nearly 237 million members worldwide, Marriott’s loyalty program offers owners a chance to increase revenue through direct bookings, leveraging Marriott’s digital platforms, including Marriott.com and the Marriott Bonvoy mobile app.
This partnership with CHPL marks the first phase of Series by Marriott’s global expansion, with active discussions underway with hotel owners in regions including the United States, the Caribbean and Latin America, Europe, the Middle East, and Africa.
Media Contacts
Christin Fernandez
Director of Strategic Communications and Media RelationsMarriott International
Christin.Fernandez@Marriott.com
Jackie Burka McConagha
Senior Vice President of Investor RelationsMarriott International
Jackie.McConagha@Marriott.com
SOURCE: Marriott International, Inc.
