Marriott International has launched a new collection brand for the midscale and upscale lodging segments Series by Marriott bringing well-established regionally created brands and hotels that champion consistent quality and service into the Marriott Bonvoy portfolio.
Series by Marriott will offer guests comfortable stays in more places and provide regional owners access to the benefits of Marriott’s platforms, including the company’s award-winning Marriott Bonvoy loyalty programme, all while maintaining their portfolio’s independent identity. Series by Marriott marks its initial launch through a founding deal with Concept Hospitality Private Limited (CHPL) in India, a key growth market for Marriott. Established in 1996 by Param Kannampilly, CHPL, is one of India’s leading hotel management companies with a portfolio of six brands and over 100 hotels operating 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 is currently comprised of 84 open properties and 31 executed pipeline deals, totalling 115 properties and approximately 8,000 rooms. Fern 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. CG Hospitality, the hospitality division of the multi-national conglomerate CG Corp Global, is the majority stakeholder in CHPL.