Marriott International has provided details of the global launch of Series by Marriott, its new collection brand for the midscale and upscale lodging segments.
The brand will bring well-established regionally created brands and hotels into the Marriott Bonvoy portfolio with plans to expand globally.
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.
Series by Marriott has been established through a founding deal with Concept Hospitality Private Limited (CHPL), the Indian hotel management company with a portfolio of six brands and more than 100 hotels operating in 90 locations.
Under the agreement, CHPL's flagship brands – The Fern, The Fern Residency, and The Fern Habitat – will affiliate with Series by Marriott on an exclusive basis across India. Marriott will make a small equity investment in CHPL.
The Fern portfolio is currently comprised of 84 open properties and 31 executed pipeline deals, totalling 115 properties and approximately 8,000 rooms.
CG Hospitality, the hospitality division of the multi-national conglomerate CG Corp Global, is the majority stakeholder in CHPL.
Rajeev Menon, president, Asia Pacific excluding China, Marriott International said, “Our founding deal with CHPL allows us to scale purposefully with a trusted local brand that resonates with regional travellers.”