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Marriott International, Inc. and Hawkins Way Capital have signed an agreement to convert five properties to the Series by Marriott™ brand, marking its official debut in the United States. The hotels are located in Miami, Santa Monica, San Francisco, Chicago, and San Diego and represent another milestone for Marriott as it continues to expand its regionally rooted offerings within the Marriott Bonvoy® portfolio.
The five hotels currently operate under the FOUND Hotels brand. These are known as design-led, centrally located properties catering to travelers seeking authentic urban experiences. Over the next year, they will transition to Series by Marriott™, retaining their FOUND brand identity while gaining access to Marriott’s network and loyalty benefits.
The properties include:
- FOUND Chicago, River North
- FOUND Miami Beach
- FOUND San Diego
- FOUND San Francisco, Carlton, Nob Hill
- FOUND Los Angeles, Santa Monica
Upon joining Series by Marriott™, the FOUND Hotels will immediately become part of Marriott Bonvoy®. Members will be able to earn and redeem Marriott Bonvoy® points during their stays and access benefits such as room upgrades, late checkout, and member-only rates. FOUND operates four other properties, but they will not be shifting to the Series by Marriott™ brand at this time.
I first wrote about the brand in May 2025. Series by Marriott™ is Marriott’s newest collection brand, designed to highlight the unique character and personality of each destination. The brand’s mission is to deliver reliable, essential accommodations that provide comfort and consistency as well as a personalized experience deeply connected to the local community and flexible design concepts that cater to the growing demand for select service hotels in prime urban markets.
The goal of creating Series by Marriott™ was (per Marriott) to “to expand Marriott’s global presence by bringing well-established regionally created brands and hotels that champion consistent quality and service into the Marriott Bonvoy® portfolio.” The brand’s debut kicked off through a deal with Concept Hospitality Private Limited (CHPL). This prominent Indian hotel management company has a portfolio of six brands and more than 100 hotels operating in 90 locations. Brands include The Fern, The Fern Residency, and The Fern Habitat. Once live, this will add approximately 8,000 rooms to Marriott’s reach in India.
Noah Silverman, Marriott International Global Development Officer, US & Canada, said:
The launch of Series by Marriott in the United States is an exciting milestone, marking a bold new chapter for both the brand and Marriott, as we continue expanding our offerings to meet the evolving interests of our owners, franchisees and guests. Reflective of a growing demand for upscale collection brands, Series by Marriott is designed to offer regional owners a conversion opportunity that provides access to global revenue and demand generation platforms, while preserving each hotel’s unique brand identity and delivering an authentic guest experience.”
Anthony’s Take: With these five conversions, Marriott is cementing Series by Marriott™ as a new collection brand that bridges the gap between independent, design-driven hotels and a global loyalty program.
(Image Credits: Marriott and FOUND Hotels.)
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Advertiser & Editorial Disclosure: The Bulkhead Seat earns an affiliate commission for anyone approved through the links above This compensation may impact how and where links appear on this site. We work to provide the best publicly available offers to our readers. We frequently update them, but this site does not include all available offers. Opinions, reviews, analyses & recommendations are the author’s alone, and have not been reviewed, endorsed, or approved by any of these entities.
2 comments
The rates on that Nob Hill hotel are really low…sub $100 some nights…heck…closer to $70 on some. Not really Nob Hill though, down in the flatlands.
That’s cheap. San Francisco hotel rates are all over the place.