Marriott's 'Series' debuts with India launch

Marriott Launches ‘Series by Marriott’ Brand in India

MARRIOTT INTERNATIONAL LAUNCHED “Series by Marriott”, a new global brand targeting midscale and upscale segments, debuting in India. Marriott plans to market the brand in other countries, including the U.S.

The company signed a foundational agreement with Concept Hospitality, the Indian operator of the eco-focused Fern brand, to support its expansion in the country. Under the strategic agreement, CHPL’s flagship brands—The Fern, The Fern Residency and The Fern Habitat—will exclusively affiliate with Series by Marriott in India, with Marriott making a small equity investment in CHPL, the duo said in a joint statement.

“We are thrilled to partner with the world’s largest hospitality company in driving growth in India’s midscale segment,” said Param Kannampilly, CHPL chairman. “Our vision is to unlock the potential of Tier 2 and Tier 3 cities, as well as lesser-known destinations across India rich in culture, heritage and opportunity. This collaboration underscores our commitment to expanding access to quality hospitality, fostering local economies and meeting rising demand for sustainable, comfortable and accessible stays in emerging markets.”

Besides its founding deal with CHPL, Marriott is actively discussing the brand with owners in the U.S., Caribbean, Latin America, Europe, the Middle East and Africa.

“This deal will help expand Marriott’s leading position in India, a key market for the company,” said Anthony Capuano, Marriott president and CEO. “We see this multi-unit conversion deal as a strong foundation as we accelerate growth of the Series by Marriott collection in markets worldwide.”

CHPL, founded by Kannampilly in 1996, operates more than 100 hotels across 90 locations under six brands, the statement said.

The Fern portfolio includes 84 open properties and 31 pipeline deals, totaling 115 properties and about 8,000 rooms. Fern hotels are expected to join Marriott’s India portfolio over time, pending discussions and long-term franchise agreements with third-party owners.

CG Hospitality, the hospitality arm of CG Corp Global, holds a majority stake in CHPL.

“Through our majority stake in CHPL, we’ve nurtured The Fern brands as standard-bearers for eco-sensitive, high-quality hospitality in India,” said Binod Chaudhary, CG Corp. Global’s chairman. “Joining Series by Marriott will amplify our reach. The Fern brands will benefit from the Marriott Bonvoy loyalty program, global distribution systems and strategic growth opportunities.”

“Series by Marriott” amenities include fitness centers and meeting spaces at select properties.

Marriott recently reported a 4.1 percent year-over-year global RevPAR increase, driven by 3.3 percent growth in the U.S. and Canada and 5.9 percent internationally.