-KH News Desk (editorial1@imaws.org)
Marriott International, Inc. has announced the global debut of its new collection brand, Series by Marriott, marking a significant strategic move to capture the rapidly growing mid-to-upper scale conversion market. The launch is initiated through a major foundational partnership in India with The Fern Hotels & Resorts, instantly bringing a collection of 26 hotels into the Marriott Bonvoy portfolio overnight.
The Strategic Purpose of Series by Marriott
Series by Marriott is a regionally created, globally connected collection brand designed to bring together locally recognized hotel groups under the trusted umbrella of the Marriott Bonvoy system. Its strategic purpose is to offer an elastic, flexible affiliation model—a soft brand—that allows independent properties and smaller regional chains, particularly those in the mid-to-upper scale segment, to retain their local identity while leveraging Marriott’s powerful global distribution, technology, and loyalty program.
The brand specifically targets the “global domestic” traveler, promising to deliver the “basics done well”: comfortable rooms, reliable service, and locally relevant experiences that reflect the character of each destination.
The Fern Hotels & Resorts: The Global Launchpad
The brand’s debut is executed through a strategic agreement with The Fern Hotels & Resorts, operated by Concept Hospitality Private Limited (CHPL). This foundational deal immediately introduces 26 hotels—comprising over 1,900 rooms—across 23 cities in India, including key locations like Ahmedabad, Bengaluru, Jaipur, Mumbai, and Pune.
This large-scale, one-time launch underscores the strategic importance of the Indian market, particularly its vibrant domestic travel sector, which exhibits strong demand for dependable yet affordable stays. Kiran Andicot, Senior Vice President, South Asia, Marriott International, highlighted this synergy: “India’s vibrant domestic travel market and growing demand for dependable, affordable stays make it the ideal launchpad for this brand. These 26 openings mark the beginning of a broader rollout, with over 100 planned launches in the coming year.”
The Fern Hotels & Resorts properties under this collection are characterized as eco-sensitive hotels rooted in sustainability and regional charm.
Significance for Global Growth and Guest Experience
The launch of Series by Marriott signifies a major expansion strategy for Marriott Bonvoy’s portfolio of over 30 extraordinary hotel brands. The focus on mid-to-upper scale conversions allows Marriott to rapidly expand its footprint in high-growth domestic markets worldwide, particularly where independent regional chains possess strong local recognition but lack global distribution reach.
All properties under The Fern Hotels & Resorts, Series by Marriott, immediately participate in Marriott Bonvoy®, allowing members to earn and redeem points, thus integrating these new locations into the global ecosystem.
Guests staying at these properties will also experience tailored, signature services, including:
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Grab n Go Breakfast for early departures.
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Single Lady Traveller Recognition with curated in-room amenities.
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Evening Delight (turndown treats).
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Lamp Lighting Ceremony (a dusk ritual).
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Healthy Sleep (almonds, raisins, and cumin-infused water for restfulness).
This transformative collaboration, backed by CG Hospitality as the majority stakeholder in CHPL, reinforces India’s position as a key growth market and sets the stage for Series by Marriott to roll out globally, fulfilling its target of over 100 planned launches in the coming year.
