Marriott announces its 37th brand, Series by Marriott

Marriott just announced its 37th brand, Series by Marriott. This brand will focus on the “midscale and upscale lodging segments” of the lodging market, bringing regional brands under the Marriott umbrella while allowing the properties to keep their own identity.

Think of it like Marriott’s existing Autograph Collection and Luxury Collection brands. Independent hotels can join these brands and offer Marriott Bonvoy points and elite benefits to their customers while keeping what makes their properties unique. But instead of targeting luxury travel, Series by Marriott will cater more toward the middle of the market.

Series by Marriott properties will be required to offer some amenities, like free Wi-Fi, coffee and tea. Further, Marriott noted that some properties may have other amenities, including fitness centers, breakfast and event spaces. These properties will also participate in the Marriott Bonvoy loyalty program.

Alongside this announcement, Marriott also launched a partnership with Concept Hospitality Private Limited, an Indian hospitality company with over 100 hotels across 90 locations.

Under this partnership, CHPL’s flagship brands — The Fern, The Fern Residency and The Fern Habitat — will join Series by Marriott, massively expanding Marriott’s footprint in India. However, Marriott has not announced a timeline for when these hotels will join the brand. Marriott also made a “small equity investment” in CHPL.

We’re curious to see how Marriott uses Series by Marriott to expand in India and beyond. This new brand opens up interesting opportunities for midmarket independent hotel groups to grow their reach by leveraging Marriott’s booking channels and Bonvoy loyalty program while keeping their identities. It also helps Marriott expand through existing, locally known hotel brands in new markets.

We’re also interested to see how elite benefits are honored at these hotels. Since they’re not in-house Marriott properties, it may be tough to know when you’ll get complimentary breakfast, room upgrades and other perks. We’re hopeful that Marriott will release more information soon.