Introduction of Series by Marriott
Marriott International has officially launched its 37th brand, Series by Marriott, focusing on the midscale and upscale lodging segments. This strategic initiative aims to bolster Marriott's global presence through partnerships with regional brands, beginning with a significant collaboration in India with Concept Hospitality Private Limited (CHPL).
Goals and Structure of Series by Marriott
The core objective of Series by Marriott is to incorporate well-established regional hotel brands into Marriott's expansive portfolio, specifically focusing on hotels that promise "consistent quality and service." By doing so, Marriott aims to enhance accessibility for value-conscious travelers while still allowing these properties to maintain their unique identities.
Much like existing Marriott offerings such as the Autograph Collection and Luxury Collection, Series by Marriott intends to cater to the mid-range market. As highlighted by CEO Anthony Capuano, the new brand emphasizes providing lodging options that uphold quality while being economically viable.
Key Features and Amenities
Properties falling under the Series by Marriott brand are expected to offer essential amenities, including:
- Clean and comfortable rooms
- Free Wi-Fi
- Daily coffee or tea
- Optional breakfast
- Fitness centers and meeting spaces at select locations
These amenities are designed to create a simple yet welcoming experience for guests.
Strategic Partnership and Investment
The inaugural launch of Series by Marriott is tied to CHPL, a company established in 1996 that operates over 100 hotels in India. Under this new agreement, CHPL's flagship brands—The Fern, The Fern Residency, and The Fern Habitat—will exclusively affiliate with Series by Marriott, expanding Marriott's footprint significantly in India.
As part of this collaboration, Marriott will also make a small equity investment in CHPL, representing its inaugural direct investment in the Indian hospitality market. The collaboration is expected to result in approximately 8,000 new hotel rooms as CHPL's existing properties gradually affiliate with Series by Marriott.
Future Growth Plans
In line with its strategy for growth in India, Marriott aims to expand its room count from 30,000 to 50,000 over the next few years. This initiative aligns with the projected growth of India’s hotel sector, which is expected to reach a market valuation of approximately INR 1.1 trillion by 2026-27.
Moreover, Marriott's Series by Marriott brand is not limited to India alone; it has plans to explore opportunities in the United States, Caribbean, Latin America, Europe, the Middle East, and Africa, leveraging its flexibility to convert existing hotels and respond rapidly to market demands.
Conclusion
The launch of Series by Marriott reflects Marriott International's strategic approach to diversify and deepen its market presence, especially in regions like India that are experiencing rapid growth in the hospitality sector. By partnering with established regional brands like CHPL, Marriott not only enhances its customer offerings but also aims to deliver unique local experiences while ensuring the quality and consistency associated with its global brand.
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