First properties will be part of deal with Indian operator

Marriott International announced the launch of a new collection brand for the midscale and upscale lodging segments – Series by Marriott. The new brand marks its initial launch through a founding deal with Concept Hospitality Private Limited (CHPL) in India, a key growth market for Marriott. CHPL is one of India’s leading hotel management companies with a portfolio of six brands and over 100 hotels operating in 90 locations.

Under the strategic agreement between CHPL and Marriott, CHPL’s flagship brands—The Fern, The Fern Residency, and The Fern Habitat – will affiliate with Series by Marriott on an exclusive basis across India and Marriott will make a small equity investment in CHPL. The Fern portfolio is currently comprised of 84 open properties and 31 executed pipeline deals, totaling 115 properties and approximately 8,000 rooms.

Anthony Capuano, CEO of Marriott International, said, “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.”

Series by Marriott, according to the announcement, is designed to deliver a simple and approachable experience for travelers with a focus on fundamentals and well-executed basics. Hotels in the portfolio, said the announcement, will offer quality and value with clean, comfortable rooms, free WiFi, daily coffee or tea, with breakfast, fitness centers and meetings and event spaces available at certain properties. As part of the Marriott Bonvoy loyalty program, members staying at Series by Marriott properties will be able to earn and redeem points and enjoy member benefits.