Marriott International has unveiled its new collection brand, Series by Marriott, intended for the midscale and upscale lodging sectors. This brand is strategically crafted to incorporate regionally recognized hotels into the Marriott portfolio, to provide high-quality, consistent service while preserving the unique identity of partner hotels.
The brand’s launch is marked by a notable founding agreement with Concept Hospitality Private Limited (CHPL) in India. This collaboration will incorporate CHPL’s Fern brands, which include 84 operational properties and 31 planned developments, amounting to around 8,000 rooms, into the Series by Marriott portfolio. Additionally, Marriott will invest a small equity stake in CHPL, emphasizing its dedication to the Indian market.
Marriott’s Series properties will feature fundamental amenities such as tidy rooms, complimentary Wi-Fi, daily coffee or tea, and optional breakfast. Certain locations will also include fitness centres and meeting spaces, aligning with Marriott’s international standards to enhance the guest experience. These properties are part of the Marriott Bonvoy loyalty program, allowing members to earn and redeem points.
This launch establishes Marriott as a significant contender in India’s secondary and tertiary markets, with considerable growth potential. Beyond India, Marriott is also seeking expansion opportunities for the Series by Marriott in several regions, including the United States, the Caribbean, Latin America, Europe, the Middle East, and Africa.
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