Marriott International has launched a new brand, Series by Marriott, and taken the unusual step of making that launch not in its home market, but in India.
Series by Marriott will be a collection brand focused on properties in the midscale and upscale segments of the market. The company says it expects the brand will expand the group’s coverage “by bringing well-established regionally created brands and hotels that champion consistent quality and service into the Marriott Bonvoy portfolio”.
Launching with an Indian partnership
Indicative of the way Marriott is thinking with its latest collection brand, it has agreed a launch deal for Series that will create fast, significant scale in the Indian hotel market. The founding deal is with a 30 year old Indian hotel group, Concept Hospitality Private Limited (CHPL) that manages over 100 hotels across six brands.
Marriott has committed to investing in a stake in CHPL, as part of the agreement that will see properties under the company’s main brands, The Fern, The Fern Residency, and The Fern Habitat, all join Series by Marriott. There are 84 open Fern properties, all of which are expected to take on the new affiliation, with a further 31 signed pipeline properties.
Actual re-branding will follow the negotiations of agreements with third party owners of the hotels managed by CHPL. It is expected that the hotels will then operate under a franchise agreement with Marriott.
“Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well,” said Anthony Capuano, Marriott International president and CEO. “Creating a new, regional collection brand will further Marriott’s reach among value-conscious travellers, provide additional choice for our existing Marriott Bonvoy members and guests, and offer more affiliation opportunities for local owners.”
Param Kannampilly, chairman of CHPL said he expects the agreement will help stimulate growth in the midscale segment across India. “Our vision is to unlock the immense potential of Tier 2 and Tier 3 cities, as well as lesser-known destinations across India that are rich in culture, heritage, and opportunity.”
Plans for international growth
The ethos of the Series by Marriott brand will be delivery of a simple, approachable hotel experience for travellers, executing the basics well. The group says it is already in discussions with potential partners, around the opportunities to bring Series by Marriott to the Americas, Caribbean, and EMEA.
Series will be Marriott’s fifth collection brand, joining some established names that have ensured Marriott knows well what guests and owners are looking for, when it comes to a collection. Its Autograph Collection has scale, offering properties from boutique to luxury, around the world. For those seeking modern style, there is the Europe-oriented Design Hotels collection. Tribute Portfolio centres on independent hotels and resorts with flair and personality, while the final part of the mix, the MGM Collection, opens up the infamous Las Vegas strip to Marriott loyalty members.
