Marriott International has unveiled a new global soft brand, Series by Marriott, aimed at strengthening its presence in the midscale and upscale hotel segments. The launch is anchored by a strategic alliance with India’s Concept Hospitality Pvt. Ltd. (CHPL), operator of The Fern hotels. This partnership will bring CHPL’s flagship brands—The Fern, The Fern Residency, and The Fern Habitat—into Marriott’s expanding global portfolio, starting with India. Marriott’s investment in CHPL and its focus on the Indian market as a key growth hub underscore the region’s strategic significance in the company’s long-term expansion blueprint.
Marriott Enters Midscale and Upscale Soft Brand Space with ‘Series’
In a move designed to tap into growing demand for quality lodging at accessible price points, Marriott International has introduced Series by Marriott, a global soft brand that will target midscale and upscale travelers. The brand aims to provide flexibility for hotel owners while allowing guests to enjoy Marriott’s signature service and amenities, under a more regionally resonant identity.
This launch reflects Marriott's recognition of the rapidly evolving needs of global travelers who seek value without compromising on quality, and also aligns with the group's strategy of capturing a larger share of the hospitality market through diversified offerings.
Strategic Partnership with Concept Hospitality
To kick off the Series brand, Marriott has entered into an exclusive affiliation agreement with India-based Concept Hospitality Pvt. Ltd. (CHPL), the operator of The Fern hotel chain. The arrangement grants CHPL the exclusive right to affiliate its brands—The Fern, The Fern Residency, and The Fern Habitat—with Series by Marriott across India.
As part of the deal, Marriott will also take a minority equity stake in CHPL, signaling a deeper commitment to the collaboration. With 84 operational hotels and an additional 31 under development, CHPL brings to the table a portfolio of 115 properties comprising approximately 8,000 rooms.
Scaling Presence Across Indian Markets
Currently, Marriott operates 158 hotels in 42 Indian cities. With the gradual inclusion of Fern properties under the Series banner, the company expects to extend its footprint to nearly 90 cities. This expansion is not limited to immediate growth; Marriott anticipates significant long-term scaling potential, possibly adding hundreds of new properties over the next three to five years.
Integration of these Fern properties into Marriott’s system will occur progressively, contingent on reaching franchise agreements with third-party owners. This approach ensures that the transition maintains operational continuity while aligning with Marriott’s global standards.
India as the Launchpad: A Strategic Choice
Marriott’s decision to debut Series by Marriott in India is a strategic endorsement of the country’s fast-evolving hospitality market. As Rajeev Menon, President of Marriott International for Asia Pacific excluding China, noted, India offers a dynamic landscape for innovation and growth in hospitality. The collaboration with CHPL provides Marriott with immediate access to a trusted domestic operator and a brand portfolio that resonates strongly with regional travelers.
Anthony Capuano, President and CEO of Marriott International, echoed this sentiment, stating that Series by Marriott will enhance value for both travelers and local property owners while deepening engagement with Marriott Bonvoy members.
Benefits for CHPL and The Fern Brand
For Concept Hospitality and its Fern brands, the alliance represents a significant upgrade in visibility and scale. Through Series by Marriott, CHPL properties will gain access to Marriott’s global distribution systems, marketing platforms, and loyalty programs. This includes full participation in the Marriott Bonvoy program, which boasts a global membership exceeding 190 million.
Binod Chaudhary, Chairman of CG Corp Global—the majority stakeholder in CHPL—stated that the affiliation will enable CHPL to pursue strategic growth more effectively, while leveraging Marriott’s brand strength and global reach to amplify its market presence.
Conclusion: A Transformative Alliance for Global and Regional Hospitality
The introduction of Series by Marriott and the accompanying partnership with Concept Hospitality signal a bold new chapter in Marriott’s growth strategy. By anchoring the launch in India—a market marked by robust economic growth and increasing travel demand—Marriott positions itself to lead in a highly competitive and fragmented segment.
This strategic alignment offers mutual advantages: for Marriott, accelerated expansion into new cities and market segments; for CHPL, global visibility and operational uplift. Ultimately, it reaffirms Marriott’s long-standing belief in the value of regional partnerships to drive scalable, sustainable growth in hospitality.
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