In a landmark move set to reshape the midscale and upscale hospitality landscape, Marriott International unveils ‘Series by Marriott’ with its founding partnership in India, positioning regional strength for global reach.
Marriott International, the world’s largest hospitality company, has announced the global launch of its newest collection brand—Series by Marriott™—tailored specifically for the midscale and upscale lodging segments. This strategic addition is not just a brand launch; it represents a bold pivot toward embracing regional champions and delivering value-driven, quality-assured stays under the powerful umbrella of the Marriott Bonvoy ecosystem.
The inaugural signing comes in partnership with Concept Hospitality Private Limited (CHPL), one of India’s most respected hotel management companies and the powerhouse behind The Fern portfolio. The agreement will see CHPL’s flagship brands—The Fern, The Fern Residency, and The Fern Habitat—integrated into the Series by Marriott brand exclusively across India. The current Fern portfolio includes 84 operational hotels with an additional 31 properties in the pipeline, collectively adding up to around 115 hotels and 8,000 keys.
Regional Power, Global Platform
“Series by Marriott furthers our commitment to delivering the right product at the right price, grounded in quality and consistency,” said Anthony Capuano, President and CEO of Marriott International. “With CHPL as our founding partner, we not only strengthen our footprint in India but also establish a scalable model to grow the Series brand globally.”
The strategic move underscores Marriott’s ambition to bring regionally created brands into its global fold, offering independent hotels access to its award-winning platforms, while preserving their unique identities. Participating properties will benefit from integration into Marriott’s global distribution systems, digital platforms, and most notably, the Marriott Bonvoy loyalty program, which boasts nearly 237 million members worldwide.
A Defining Deal for India
Founded in 1996 by Param Kannampilly, CHPL has become a standard-bearer for eco-conscious and community-rooted hospitality in India. Speaking on the collaboration, Kannampilly emphasized the potential to unlock untapped Tier 2 and Tier 3 markets across India.
“Our vision is to make high-quality hospitality accessible to emerging regions that are rich in heritage, culture, and opportunity,” he noted. “This partnership not only expands our operational capabilities but also aligns with Marriott’s long-term vision of growing in meaningful and sustainable ways.”
CG Corp Global, the majority stakeholder in CHPL through its hospitality division CG Hospitality, echoed the sentiment. “Through our stewardship of The Fern, we’ve championed sustainable and high-quality stays in India,” stated Dr. Binod Chaudhary, Chairman of CG Corp Global. “Now, as part of Series by Marriott, we have the platform to amplify our reach across India and beyond.”
Guest-Centric Experience, Owner-Friendly Structure
Series by Marriott is envisioned as a regionally inspired, globally connected collection. The hotels will emphasize comfort, cleanliness, and convenience, offering amenities like free Wi-Fi, daily coffee or tea, fitness centers, and meeting spaces, all while reflecting local cultural and design sensibilities.
More importantly for owners, the brand is structured to provide a cost-effective affiliation model with access to Marriott’s world-class revenue generation systems, marketing platforms, and loyalty ecosystem, while allowing properties to retain their operational identity and local relevance.
Momentum in Asia Pacific
The brand’s debut in India also aligns with Marriott’s ambitious growth strategy in the Asia Pacific region. Rajeev Menon, President of Marriott International Asia Pacific (excluding China), shared:
“This is a milestone moment in Marriott’s journey across Asia Pacific. With over 635 hotels in operation and 370+ in the pipeline across the region, this addition of 115 Fern hotels strengthens our ability to be present where our guests want us most—whether it’s business, leisure, or everything in between.”
Menon also highlighted the broader opportunity to capture the rapidly growing demand for dependable and design-forward accommodations in underserved markets.
Poised for Global Expansion
While the founding partnership begins in India, Marriott is already in active discussions to expand the Series brand into the United States, the Caribbean and Latin America, Europe, the Middle East, and Africa. With the collection model gaining traction worldwide, Series by Marriott is uniquely positioned to become a bridge between regional character and international consistency.
Conclusion
The launch of Series by Marriott is more than just another brand extension—it’s a thoughtful evolution of Marriott’s global strategy. By spotlighting regionally admired hotels like The Fern and integrating them into a worldwide network, Marriott not only democratizes access to its loyalty program and guest expectations but also catalyzes growth in emerging markets. For guests, owners, and industry observers, this is a series worth following.
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