Marriott Unveils “Series”: Budget-Friendly Hotels

It seems like Marriott refuses to rest until it has a hotel brand for every continent, country, and town square. True to form, the company recently unleashed details of its 37th hotel brand onto the unsuspecting public. What’s this all about, you ask? Let’s dive in.

Basics of the New Series by Marriott Hotel Brand

Introducing Series by Marriott—not just another pretty name, but a fresh batch of midscale and upscale hotels to keep Marriott’s expansion dreams alive. The aim? To cozy up in locations worldwide by adopting local brands that claim to uphold consistent quality and service. Let’s say “consistent” with a pinch of salt, considering Marriott’s track record with some of its existing brands is a tad spotty.

This slick new concept offers hotel owners a chance to enjoy Marriott’s perks, like the ever-popular Bonvoy program, without sacrificing their unique character. Picture it as a less posh take on Autograph Collection or Luxury Collection, yet decked out with a promise of uniformity across all the properties. The art of blending independence with Marriott’s scope—what could possibly go wrong?

The crux of Series by Marriott is simple: deliver straightforward, no-fuss experiences for travelers. Expect basic but well-executed services like clean rooms, free Wi-Fi, and a morning cup of joe. Breakfast, fitness centers, and meeting spaces are also part of the deal at select locations, offering a blend of quality and value.

Here’s Marriott CEO Anthony Capuano, gushing over this latest brainchild:

“Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well. 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 Will Launch in India with The Fern

So, where do we first lay eyes on this wonder? Look no further than India, where the Series brand is making its debut, cozied up with Concept Hospitality Private Limited (CHPL). Founded in 1996, CHPL struts around with six brands under its belt and over a hundred hotels in play.

This strategic move will see CHPL’s flagship brands—The Fern, The Fern Residency, and The Fern Habitat—team up with Series by Marriott exclusively. Marriott’s extending the olive branch with a small equity investment in CHPL for good measure.

The Fern Portfolio boasts 84 open properties, with another 31 in the works. All in all, that amounts to roughly 115 properties and 8,000 rooms. These properties will trickle into Marriott’s fold over time, with long-term franchise deals serving as the ticket in.

Bottom Line

So, what’s the moral of this story? Series by Marriott is the hotel behemoth’s latest ploy in the quest for world domination. By targeting local hotel groups and their scores of properties, they aim to rope them into Marriott’s booking ecosystem and flash some Bonvoy benefits for good measure.

In the grand narrative of Marriott’s ceaseless march toward global supremacy, it does make sense. Given this trajectory, it wouldn’t be surprising if Val Seny ski resort pops up in this merry collection, given its alignment with the concept.

So, what’s your take on Series by Marriott?