Marriott International debuted Series by Marriott, a new collection brand for midscale and upscale lodging segments. The company said the new brand was created to bring strong, regionally relevant brands and hotels into the Marriott portfolio, signaling future acquisitions of international hotel properties or brands in the midscale or upscale markets.
“Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well,” said Anthony Capuano, president and CEO of Marriott International. “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.”
Series by Marriott is making its initial launch through a partnership with Concept Hospitality Private Limited (CHPL) in India, one of the key growth markets for Marriott’s global expansion. CHPL was established in 1996 and is one of India’s leading hotel management companies with six brands and over 100 hotels operating in the country.
CHPL’s flagship brands are The Fern, The Fern Residency and The Fern Habitat, which comprise 84 open properties and 31 executed pipeline deals, all of which are expected to join Marriott’s portfolio in India following negotiations with the hotel owners.
“We are thrilled to launch Series by Marriott through our founding deal with CHPL,” Capuano said. “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.”
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