Marriott International, Inc. has officially announced the global debut of Series by Marriott, its new collection brand, with an initial launch across India. The brand enters the market through a strategic agreement with The Fern Hotels & Resorts, a group known for its focus on sustainability and regional hospitality within India.
The first phase of this expansion includes the immediate opening of 26 hotels in key destinations across the country, adding over 1,900 rooms to Marriott’s existing portfolio. These properties will operate under the banner The Fern Hotels & Resorts, Series by Marriott, marking the brand’s inaugural set of properties globally.
Series by Marriott is positioned as a collection brand that integrates locally recognized hotel groups under the framework of the Marriott Bonvoy loyalty program. It aims to serve the fast-growing segment of “global domestic” travelers by delivering core elements consistently: comfortable rooms, reliable service, and localized experiences that reflect the unique identity of each region. The Fern properties, which affiliate with the new collection, bring an eco-sensitive ethos and regional charm to the collaboration.
The initial wave of openings covers a broad geographic span, including bustling business centers and resort destinations. Cities and locations like Ahmedabad, Bengaluru, Kochi, Jaipur, Mumbai, Pune, Mussoorie, and Jim Corbett National Park are featured in this rollout. The guest experience is designed around thoughtful regional touches, such as a localized evening turndown service, curated in-room amenities, and daily coffee or tea service.
Kiran Andicot, Senior Vice President, South Asia, Marriott International, noted the importance of the market for this launch. “India’s vibrant domestic travel market and growing demand for dependable, affordable stays make it the ideal launchpad for this brand,” Andicot stated. “The Series by Marriott is focused on celebrating regional stories while delivering the consistency and care our guests expect from Marriott.”
The partnership was formed with Concept Hospitality Private Limited (CHPL), the parent company of The Fern Hotels & Resorts. Following this substantial first opening, Marriott International has indicated a broader global rollout for the brand, with over 100 launches planned worldwide in the coming year. The brand’s expansion reaffirms Marriott’s commitment to India as a key market for diversified growth.
