Marriott International has officially launched its new collection brand, Series by Marriott, marking a key expansion in its global portfolio of more than 30 hotel brands.
The brand’s global debut comes via a strategic partnership with Concept Hospitality Private Limited (CHPL) in India, bringing The Fern Hotels & Resorts under the Series by Marriott banner. Marriott will also take a minority equity stake in CHPL.
What series by Marriott offers:
- Positioning: The brand caters to “global-domestic” travellers: providing a blend of regional charm and Marriott’s signature consistency.
- Essentials-first: Properties will focus on fundamentals: clean, comfortable rooms; reliable service; daily breakfast; free Wi-Fi; fitness centres; and meeting spaces.
- Loyalty: All Series by Marriott hotels will participate in Marriott Bonvoy, allowing members to earn and redeem points.
- The first wave involves 26 hotels across 23 Indian cities, totaling over 1,900 rooms.
- Notable properties include:
- The Fern Residency, Ahmedabad, Series by Marriott (69 rooms)
- The Fern Residency, Bengaluru, Series by Marriott (79 rooms)
- Bhanu The Fern Forest Resort & Spa Jambughoda, Series by Marriott (91 rooms)
- The Fern Seaside Luxurious Tent Resort, Daman (31 rooms)
- The Fern Kochi, Series by Marriott (92 rooms)
- The Fern’s Jaipur property, plus other city-residency and resort hotels.
Strategic and Sustainability Focus:
- The Fern properties joining the collection are eco-sensitive, placing emphasis on sustainability in their design and operations.
- Local experiences are a key part of the brand’s DNA: guests can expect regionally inspired hospitality, such as locally sourced treats for evening turn-downs and rituals like lamp-lighting ceremonies.
- The brand aims to bring “well-executed basics” to travellers while retaining the cultural identity of each location.
- Kiran Andicot, Senior Vice President, South Asia, Marriott International, stated in the Hotelier that India’s large and growing domestic travel market makes it the ideal launchpad for the brand.
- Suhail Kannampilly, Managing Director of Concept Hospitality, said the launch has exceeded expectations and emphasized Marriott’s strong systems and distribution capabilities.
Marriott’s launch of Series by Marriott is a smart bet on India’s booming midscale and upper-midscale travel segment. By marrying Marriott’s global strength with regional identity through The Fern, the brand has positioned itself to capture value-conscious travellers who still demand quality. If the rollout succeeds, this could become a powerful bridge between local hotel ownership and global loyalty infrastructure.
