Marriott International, Inc. (Nasdaq: MAR) today announced the global launch of its new collection brand for the midscale and upscale lodging segments—Series by Marriott™—as the company continues to expand its lodging offerings around the world. The Series by Marriott brand is expected to increase Marriott’s global reach by integrating regionally-created brands and hotels with Marriott Bonvoy. These hotels and brands are known for their consistent quality and service. Series by Marriott offers guests more comfortable stays and gives regional owners the opportunity to access Marriott’s platforms including its award-winning Marriott Bonvoy program. All while maintaining the portfolio’s independence.
The Series by Marriott brand marks its first launch with a founding agreement. Concept Hospitality Private Limited (CHPL), a key market for Marriott. CHPL is India’s top hotel management company, founded by Param Kannampilly in 1996. The company has a portfolio that includes six brands, over 100 hotels, and 90 locations. Under the strategic agreement between CHPL and Marriott, 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 and Marriott will make a small equity investment in CHPL. The Fern Portfolio currently comprises 84 open properties, 31 completed pipeline deals and 115 properties with approximately 8,000 rooms. Marriott is expected to add Fern properties in India after discussions with third-party owners of hotels and the execution of long-term franchising agreements. CG Hospitality is the hospitality division of CG Corp Global. It holds the majority stake in CHPL.
Marriott continues to be committed to offering lodging in the best location for the best price, with the basics well done. This is what Series by Marriott does. “Creating a regional collection brand will increase Marriott’s appeal to value-conscious travelers. It will also provide more options for Marriott Bonvoy guests and members, as well as offer local owners greater affiliation opportunities. Series by Marriott was launched through our founding partnership with CHPL. This deal will significantly expand Marriott’s leadership position in India, one of the key markets for the company. We view this multi-unit deal as a foundation that will help us accelerate the growth of Series by Marriott in additional markets across the globe. The Fern portfolio in India is well-respected and CHPL’s dedication to operational excellence and meeting regional travelers’ needs embodies Series by Marriott. Anthony Capuano is the President and CEO at Marriott International
Our majority stake in CHPL has allowed us to develop The Fern brand as a standard bearer for eco-sensitive high-quality service in India. As part of Series by Marriot, we will have the opportunity to increase our reach. Fern brands can expect to gain from both the Marriott Bonvoy program and global distribution networks, as well as strategic growth. Dr. Binod Chaudhary is the Chairman of CG Corp Global
We are delighted to be partnering with the largest hospitality company on earth in order to drive growth for India’s midscale sector. Our vision aims to unlock the potential of lesser-known Indian destinations, including Tier 2 and 3 cities. These are places rich in culture and heritage that offer a wealth of opportunity. This strategic collaboration demonstrates our commitment to increasing access to quality accommodation, to fostering local economies and to meeting the demand for accessible, comfortable and sustainable accommodations in emerging markets. Param Kannampilly is the Chairman of Concept Hospitality Private Limited
A series of hotels: regionally created, globally connected
Series by Marriott is designed for travelers who want a simple, approachable experience with an emphasis placed on basics and well-executed fundamentals. All hotels in the portfolio offer value and quality with comfortable, clean rooms, free Wi Fi, coffee and tea every day, and breakfast. Some properties have fitness centers, meeting spaces, and even fitness centres. While maintaining Marriott’s standards of safety and cleanliness, hotels will reflect their regions and the customers they serve. Marriott Bonvoy will allow members to earn points at Series by Marriott and use them for member benefits.
Global Growth Opportunity for Owners
The Series by Marriott program was developed to integrate strong regionally relevant hotels and brands into the Marriott portfolio. This will allow Marriott to achieve industry leading revenue generation and affiliation cost structure. Owners can maintain their portfolios’ independent identity, while using Marriott’s Marriott Bonvoy loyalty programme with over 237 million global members and digital platforms such as Marriott.com and Marriott Bonvoy’s mobile app to generate bookings.
Marriott has also been in discussions with owners of hotels in the United States and Latin America as well as Europe, the Middle East and Africa about its Series by Marriott brand.
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Marriott International
Marriott International, Inc. The Nasdaq-listed company (Mar) is based out of Bethesda in Maryland, USA. It has a portfolio that includes nearly 9,100 hotels across 30 brands, in 142 different countries. Marriott operates hotels, franchises them and licenses vacation-ownership resorts around the globe. Marriott Bonvoy is a loyalty program offered by the company.®The highly acclaimed Travel Program. Visit our website for more information. www.marriott.com. Connect with us via Facebook Marriott International on Twitter: @MarriottIntl X The following are some examples of how to get started: Instagram.
Marriott Bonvoy
Marriott Bonvoy is Marriott International’s award winning travel program and marketplace. Members can access transformative and eye-opening experience around the world. Marriott Bonvoy’s 31 exceptional brands offer renowned hospitality at the most memorable locations in the world. Members can earn points by staying at hotels, resorts, all-inclusive resorts, premium home rentals and everyday purchases made with co-branded cards. Members can redeem their points for experiences including future stays, Marriott Bonvoy Moments™, or through partners for luxurious products from Marriott Bonvoy Boutiques®. Marriott Bonvoy offers members a personalisation level and a contactless experience, allowing them to travel with confidence. For more information on Marriott Bonvoy or to sign up for free, please visit marriottbonvoy.com. Download the Marriott App by clicking here here. Marriott Bonvoy is also available on Facebook, X, Instagram The following are some examples of how to get started: TikTok.
