Marriott Introduces ‘Series by Marriott,’ Its Newest Hotel Brand

Updated: May 22, 2025, 8:49am CDT

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Series by Marriott Brand Coming to India
Final Thoughts

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Marriott has some big news this morning. The hotel giant is partnering with a leading hotel chain in India to develop a new brand, Series by Marriott.

Here’s what you need to know.

Series by Marriott Brand Coming to India

Marriott has announced a partnership with Concept Hospitality Private Limited, an Indian hotel brand, to launch a new brand: Series by Marriott.

Marriott says Series by Marriott was created to bring “strong, regionally relevant brands and hotels” into the Marriott portfolio. The hotels joining the brand will be midscale and upscale.

According to the terms of the deal, Concept Hospitality Private Limited’s flagship brands, The Fern, The Fern Residency, and The Fern Habitat, will be affiliated with the Series by Marriott brand. The 3 hotel brands have over 80 hotels open and 31 properties in the pipeline, totaling 8,000 rooms across India.

Not much is known about Series by Marriott, including when the brand will officially launch. However, according to an investment brochure, Series by Marriott properties will focus on the following:

Functional public space, with amenities varying by market
Streamlined guest room, focus on cleanliness and rest
Private in-room guest bathroom, no shared bath facilities
Market-based decisions for majority of amenities

Marriott says that The Fern hotels will offer free Wi-Fi, daily coffee or tea, breakfast, fitness centers and meeting and event spaces at select properties. The Fern Hotels will participate in the Marriott Bonvoy loyalty program, which means guests will be able to earn and redeem points.

The Fern Forest Resort Spa Jambughoda — The Fern Forest Resort & Spa, Jambughoda. Image Credit: The Fern

“Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well,” said Marriott president and CEO Anthony Capuano. “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.”

It’s unclear when this transition will take place. However, Marriott is already in talks to further develop Series by Marriott properties. It is in “active discussions” for properties in the U.S., the Caribbean and Latin America, Europe, the Middle East, and Africa.

Bottom Line:

Marriott has been on a roll lately with acquiring new brands and partnering with others. It recently announced that it would acquire citizenM in a $355 million deal and acquired Postcard Cabins. Marriott also entered into a licensing agreement with Sonder and a long-term agreement with Trailborn Hotels.

Final Thoughts

Marriott announced it would launch a new brand, the Series by Marriott, in India. This is excellent news, as Marriott Bonvoy loyalists will have more options to earn and redeem their points. Even better, Marriott plans to bring the new Series by Marriott hotels to additional regions — including the U.S. and Europe — in the near future.