Summary:
• Marriott launched its new “Series by Marriott” brand in India with 26 Fern properties.
• More than 10,000 rooms have been signed in India this year, mainly in Tier-4 cities.
• The brand aims for 400 to 500 hotels in five years.
MARRIOTT INTERNATIONAL is planning to push into India’s Tier-4 cities. The company introduced its new collection brand, “Series by Marriott,” with India as its global launchpad.
The rollout begins through a tie-up with The Fern Hotels & Resorts, marking the first set of Series properties to open worldwide, according to The Economic Times. The initial phase includes 26 hotels across destinations such as Ahmedabad, Bengaluru, Bhiwandi, Bodhgaya, Daman, Dapoli, Dharampur, Jamnagar, Kochi, Jaipur, Mumbai and Pune, adding more than 1,900 rooms to Marriott’s portfolio.
The launch follows Marriott’s May announcement of a global midscale–upscale collection brand created through an agreement with Concept Hospitality, the parent company of Fern.
Under the deal, Fern brands including The Fern, The Fern Residency and The Fern Habitat will be affiliated with Series on an exclusive basis across India. Marriott also has taken a small equity stake in Concept Hospitality.
“We are delighted to introduce Series by Marriott in India,” said Kiran Andicot, senior vice president, South Asia. “India’s vibrant domestic travel market and growing demand for dependable, affordable stays make it the ideal launchpad for this brand.”
Series focuses on regional narratives while delivering Marriott’s expected service consistency. The brand plans over 100 new launches next year, building on the momentum of this first wave.
The rollout positions Marriott to capture India’s fast-growing midscale travel segment while strengthening ties with one of the country’s largest homegrown hospitality groups. The company expects to close 2025 at “record highs” in India, having already signed more than 10,000 rooms, said Rajeev Menon, president, Asia Pacific, excluding China, according to ET.
“Last year, we signed 7,000 hotel rooms in India which was an absolute record. This year, the team has already exceeded 10,000 rooms. That’s excluding the deal we announced with Concept Hospitality for their hotels,” Menon said. “Over the last few years, we have been delivering double digit revenue per available room growth in India. I expect this year is going to be no different.”
Concept Hospitality, founded in 1996, manages six brands and more than 100 hotels in operation and development. Marriott has also taken a minority equity stake in the company.
Looking ahead, Marriott sees the strongest opportunities beyond Tier-1 and Tier-2 cities.
“The potential lies in Tier-4 cities and beyond,” Menon said. “Our collective aim is to reach 400–500 hotels under Series by Marriott within five years. It’s easily possible through a mix of conversions, new builds and brownfield projects.”
Marriott reported a 0.5 percent increase in worldwide RevPAR and record year-to-date development signings in the third quarter.
