Marriott International has developed a new collection brand designed to allow established upscale and midscale properties and brands worldwide access into its Marriott Bonvoy portfolio, the hotel company announced last week. A regional hotel company in India announced it would be the first to join.
Marriott in a statement said it was in "active discussions" with hotel owners in the United States, the Caribbean and Latin America, Europe, the Middle East and Africa about joining the new collection, dubbed Series by Marriott. Those that join would be available for booking in Marriott's direct distribution channels, including its website and the Marriott Bonvoy app, and be part of the Bonvoy loyalty program while maintaining an independent identity, according to Marriott.
Marriott said it had reached an agreement for the portfolio of Indian hotel management company Concept Hospitality Private Limited to join Series. CHPL's portfolio totals more than 100 hotels under 90 locations under brands including The Fern, The Fern Residency and The Fern Habitat. Marriott said it "will make a small equity investment in CHPL" as part of the deal, without disclosing further detail.
"Fern properties are expected to join Marriott's portfolio in India over time following discussions with the third-party hotel owners and execution of long-term franchise agreements with those owners," according to Marriott.
"This deal will help meaningfully expand Marriott's leading position in India, a key market for the company," Marriott president and CEO Anthony Capuano said in a statement. "We see this multi-unit conversion deal as a strong foundation as we look to accelerate growth of the Series by Marriott collection in additional markets around the world."
Eligible properties for Series by Marriott will "offer quality and value with clean, comfortable rooms, free Wi-Fi, daily coffee or tea, with breakfast, fitness centers and meetings and event spaces available at certain properties" and "reflect the regions and customers they serve while delivering Marriott’s global standards for safety and cleanliness," the company said.