Marriott International has launched a new global brand — Series by Marriott — aimed at the midscale and upscale hotel segments. Marriott has decided to launch the brand in India.
On Thursday, the world’s largest hotel company announced that India will serve as the starting point for Series by Marriott. The company signed an agreement to establish a foundation with Concept Hospitality. Concept Hospitality is known for its eco-friendly Fern brand.
Marriott has also confirmed making a small equity investment in Concept Hospitality. Rajeev Menon said, at a press conference held in Mumbai, on Thursday, that Marriott International does not intend to reveal the exact amount invested. This is an important move for Marriott. Marriott has traditionally expanded through franchises and management agreements, rather than directly investing in equity.
Marriott is making its first direct investments in the Indian hospitality sector. This signals a shift in strategy where India is more than just a growth-oriented market.
Why India
Marriott’s global leadership has made it clear that India is becoming a more important part of its plans. This latest move confirms Marriott’s expectation that India will become its third largest market.
Menon stated that “These announcements confirm India’s importance as a strategic long-term market for Marriott International.”
Menon’s claim is backed up by the numbers: Marriott has over 30,000 hotel rooms in India. It plans to expand this number to 50,000 in five years.
The launch of Series by Marriott aligns with India’s hotel sector momentum. The market is expected to grow from INR 117,000 billion ($11.7 billion), this year, to INR 1,1 trillion ($13 billion), by 2026-2027. according to Rubix Data Sciences. The increase in domestic travel, MICE events and foreign arrivals all contribute to this growth. The occupancy rate is also increasing, rising from 68% by 2024 to 73% in 2027.
A Regional Brand for Global Market
Series by Marriott will offer a flexible, regional approach to growth, Marriott has said. Marriott will take local hotel brands which have strong reputations and bring them under its umbrella. In India, that means the integration of Concept Hospitality’s core brands — The Fern, The Fern Residency, and The Fern Habitat — into Marriott’s network.
Concept Hospitality has over 100 hotels in India, spread across 90 cities. The company also operates 17 hotels with Taj Hotels Company, the parent company of Indian Hotels Company.
The portfolio of Concept’s Fern includes 84 properties that are currently operating and another 31 in the pipeline. This totals 8000 rooms. These hotels will gradually affiliate with Series by Marriott following agreements with third-party owners.
Menon stated categorically, “Concept Hospitality is continuing to operate the Fern Portfolio and our goal will be to eventually bring all these hotels into our system as we progress.”
Marriott will provide these properties with access to their systems, standards and Marriott Bonvoy loyalty programme, which is a major driver of repeat business.
Anthony Capuano said that the new Marriott brand is all about “delivering accommodations in the right location at the right prices with basic done well.” The Series brand, he said, will reach value-conscious travellers and give owners a practical means to join the Marriott eco-system.
This deal will significantly expand Marriott’s leadership position in India, which is a major market for the company. We view this multi-unit deal as a foundation to help us accelerate the growth of Series by Marriott in other markets around the globe,” said Capuano, in a release.
International expansion of the program
India may be the starting point, but Series by Marriott is designed for a global stage. Marriott confirmed that it is in discussions with hotel owners from the U.S. and Caribbean, Latin America, Europe and the Middle East.
Marriott’s conversion brand, as opposed to a new build, allows it to grow rapidly, especially in markets with long construction times and regulatory hurdles.
The trend of major hotel chains adapting themselves to regional preferences and needs while maintaining global standards is also evident.
Concept Hospitality benefits from the global partnership and its long-term scope. Param Kanampilly, the chairman of Concept Hospitality, said that the partnership supports their goal to grow in Tier 2 cities and Tier 3 destinations and bring lesser-known Indian locations into the spotlight.
Menon stated that “Series by Marriott will elevate our presence in India, especially in the rapidly expanding Tier 2, Tier 3 and other emerging destinations which are actually brimming over with potential.”
Marriott’s India Strategy
Marriott doesn’t focus solely on midscale hotels. The company is also expanding at the high-end. It was up last month. announced a new Le Méridien hotel in MumbaiThe property is expected to be open by 2029. The 161 room property will be near the airport international and developed with the Balwa Group.
Marriott’s India Strategy also involves working with the government to lower development hurdles, expand in smaller cities, as well as promote women’s employment. Capuano, the CEO of Marriott International, highlighted these priorities in discussions with Prime Minister Narendra modi. at the Skift India Forum in March.
He also noted the need to cut “friction” across the travel value chain — from infrastructure bottlenecks to visa challenges — in order to drive international visitation and enable faster growth.
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