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Marriott announced today that it’s adding yet another brand to its massive portfolio. This one will be called Series by Marriott™. The new collection brand (meaning a group of independent hotels brought together under one brand, but maintaining independent identities like Small Luxury Hotels of the World) will add even more midscale and upscale lodging.
Series by Marriott™ is designed to offer quality and value with clean, comfortable rooms, free Wi-Fi, daily coffee or tea, breakfast, fitness centers, and meeting and event spaces (available at select properties). Hotels will reflect the regions and customers they serve while delivering Marriott’s global standards for safety and cleanliness. They will be part of the Marriott Bonvoy® loyalty program. Members will receive elite benefits and earn/redeem points for stays there.
The goal of Series by Marriott™ is (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 will occur 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.
Anthony Capuano, President and CEO of Marriott International, said:
Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well. Creating a new, regional collection brand will further Marriott’s reach among value-conscious travelers, provide additional choice for our existing Marriott Bonvoy members and guests, and offer more affiliation opportunities for local owners.
We are thrilled to launch Series by Marriott through our founding deal with CHPL. This deal will help meaningfully expand Marriott’s leading position in India, a key market for the company. 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.”
I’m not sure why Marriott needs yet another collection brand. It already has the Tribute Portfolio, Autograph Collection, and The Luxury Collection. All of these hotels maintain their individuality while being marketed by Marriott. While the Autograph Collection and The Luxury Collection are skewed high end, Tribute Portfolio is midrange. I get the need to feed the beast for growth and adding more rooms to Marriott’s footprint, but another brand seems unnecessary.
Marriott has acquired a 15% stake in CHPL and looks to grow its presence further in India.
Anthony’s Take: Another day, another Marriott brand. I’m not sure one more was needed as I feel this could have slid under Tribute Portfolio. but welcome Series by Marriott™.
(Image Credits: Marriott.)
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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.
