Why India Became the Launchpad for Marriott’s Regional Brand, Series by Marriott™?
By launching Series by Marriott™ first in India, Marriott stakes its claim in a rapidly evolving, opportunity-rich market, setting the stage for this regional collection brand’s worldwide growth.
By SOH Edit Team
In a clear signal of India’s rising prominence on the global hospitality stage, Marriott International has chosen the country as the launch market for its latest global brand innovation—Series by Marriott™. This new collection brand, designed for the midscale and upscale lodging segments, aims to amplify regional hotel brands under Marriott’s global platform while preserving their unique local identities.
India’s dynamic travel landscape, characterised by accelerating demand from value-conscious domestic and international travellers, along with rapid urbanisation in Tier-2 and Tier-3 cities, made it an obvious strategic choice for Marriott’s debut of Series by Marriott.
Marriott’s partnership with CHPL, a leading Indian hotel management company behind The Fern brands, will see these eco-sensitive, regionally revered properties join the Series portfolio.
This launch capitalises on India’s rapidly expanding middle-class traveller base, burgeoning domestic tourism, and a growing appetite for quality stays in emerging cities beyond traditional metros.
Series by Marriott: A Regional Collection with Global Reach
Series by Marriott offers travellers a simple, dependable hospitality experience with clean rooms, free Wi-Fi, daily coffee or tea with breakfast, and fitness and event facilities at select properties. Hotels maintain their regional character while benefiting from Marriott’s global standards and the award-winning Marriott Bonvoy loyalty programme, allowing members to earn and redeem points seamlessly.
For hotel owners, Series provides the advantages of Marriott’s distribution network and loyalty ecosystem, combined with the ability to maintain an independent identity — a compelling proposition for owners looking to expand in India’s tiered markets.
Beyond India, Marriott is engaging owners across the US, Caribbean, Latin America, Europe, Middle East, and Africa to expand the Series brand globally.
We see this multi-unit conversion deal as a strong foundation as we look to accelerate growth of the Series by Marriott collection in additional markets around the world. The Fern portfolio throughout India is highly regarded and CHPL’s commitment to operational excellence and meeting the needs of regional travelers embodies the spirit of the Series by Marriott brand.
Anthony Capuano
CEO, Marriott International
