Marriott International, Inc. 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. Marriott Bonvoy is expected to grow its global presence with Series by Marriott by adding well-established, regionally created hotels and brands that are known for their quality and consistency. Series by Marriott is expected to offer more comfort in more locations and give regional owners access Marriott’s platforms. This includes the award-winning Marriott Bonvoy Loyalty Program.
The Series by Marriott brand marks its first launch with a founding agreement. Concept Hospitality Private Limited (CHPL) is a major growth market for Marriott in India. CHPL is India’s top hotel management company, founded by Param Kannampilly in 1996. The company has six brands with over 100 hotels in 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 totaling approximately 8,000 bedrooms. Marriott will eventually add Fern hotels to its portfolio in India, following negotiations with third-party hoteliers and the signing of long-term agreements with them. CG Hospitality is the hospitality division of CG Corp Global. It holds the majority stake in CHPL.
“Series By Marriott continues Marriott’s commitment of delivering lodging offers in the right place, at the best price and with basic done well,” said Anthony Capuano – President and CEO Marriott International. “Creating a brand new regional collection will help Marriott reach out to more value-conscious travellers, offer additional choices for Marriott Bonvoy members, guests and local owners, and provide them with more opportunities for affiliation.
“We’re thrilled to be launching Series by Marriott with our founding deal. 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 world. The Fern portfolio in India is well-respected and CHPL’s commitment for operational excellence and meeting regional travelers’ needs embodies Series by Marriott.
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Through our majority stake in CHPL we have nurtured the Fern brands to become standard-bearers of eco-sensitive and high-quality hospitality. We will be able to expand our reach by being part of Series Marriott. The Fern brands will benefit from Marriott Bonvoy’s loyalty program, global distribution systems and strategic growth opportunities, said Dr. Binod Chaudhary. Chairman of CG Corp Global.
“We’re thrilled to be partnering with the world’s leading hospitality company, driving a growth revolution in India’s midscale sector. Our vision is unlocking the enormous potential of Tier 2 & Tier 3 cities as well as lesser known destinations in India, which are rich with culture, heritage and opportunity. This strategic collaboration underscores Concept Hospitality Private Limited’s commitment to increasing access to quality accommodation, fostering local economies, as well as meeting the demand for accessible, comfortable, and sustainable stays in emerging market,” said Param Kannampilly.
A Series of Hotel: Locally Created and Globally Connected
Series by Marriott was designed to provide a simple, approachable travel experience with a focus of fundamentals and well executed basics. The portfolio of hotels will provide quality and value, including clean, comfortable rooms with free Wi-Fi and daily coffee and tea. Certain properties also offer fitness centers, meeting and event space, breakfast and fitness centers. 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 and redeem loyalty points at Series by Marriott and also enjoy member benefits.
Owners have a Global Growth Opportunity
The Series by Marriott was created to bring regionally relevant, strong brands and hotels in the Marriott portfolio. It has industry-leading revenue generation capabilities and affiliation costs structures. Owners are able to retain their portfolio’s independence while leveraging Marriott’s Marriott Bonvoy program, which has nearly 237 millions members worldwide. They can also use digital platforms Marriott.com or the Marriott Bonvoy app on mobile devices to generate direct bookings.
Marriott, in addition to its founding agreement with CHPL is in active discussion about the Series by Marriott Brand with owners in Europe, Middle East Africa, Caribbean and Latin America.
