Marriott International announces global launch of new regional collection brand 'series by Marriott'

Marriott International announced the global launch of its new collection brand for the midscale and upscale lodging segments Series by Marriott on Thursday. The chain said Series by Marriott marks its initial launch through a founding deal with Concept Hospitality Private Limited (CHPL) in India, a key growth market for Marriott.

Established in 1996 by Param Kannampilly, 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 currently comprises of 84 operational properties and 31 executed pipeline deals, totaling 115 properties and approximately 8,000 rooms.

Fern properties are expected to join Marriott’s portfolio in India over time following discussions with the third-party hotel owners and execution of long-term franchise agreements with those owners. CG Hospitality, the hospitality division of the multi-national conglomerate CG Corp Global, is the majority stakeholder in CHPL.

The company said Series by Marriott will offer guests 'comfortable stays' in more places and provide regional owners access to the benefits of Marriott’s platforms, including the company’s Marriott Bonvoy loyalty programme while maintaining their portfolio’s independent identity.

“Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well. We are thrilled to launch Series by Marriott through our founding deal with CHPL," said Anthony Capuano, president and CEO of Marriott International.

"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,” he added.

Rajeev Menon, president, Asia Pacific excluding China at Marriott International said the founding deal with CHPL allows the chain to scale 'purposefully' with a trusted local brand that resonates with regional travelers.

"This collaboration combines CHPL’s deep market knowledge with Marriott’s global platform, broadening access to quality hospitality and unlocking strong growth potential across the country. Launching Series by Marriott in India reflects the region’s critical role in our long-term growth strategy," he added.

Dr. Binod Chaudhary, chairman of CG Corp Global said through the majority stake in CHPL, the company nurtured The Fern brands as standard-bearers for eco-sensitive, high-quality hospitality in India.

"Being part of Series by Marriott will allow us to amplify our reach. The Fern brands are expected to benefit not only from the Marriott Bonvoy loyalty programme and global distribution systems, but also from strategic growth opportunities,” he added.

Param Kannampilly, chairman, Concept Hospitality Private Limited, said the 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. "This strategic collaboration underscores our commitment to expanding access to quality hospitality, fostering local economies, and meeting the rising demand for sustainable, comfortable, and accessible stays in emerging markets,” he added.