Marriott International has officially launched its newest hotel brand, Series by Marriott, marking its global debut in India. Designed to serve the country’s rapidly expanding base of “global domestic” travellers, the brand enters the market through a founding partnership with Concept Hospitality Private Limited (CHPL), bringing The Fern Hotels & Resorts into Marriott’s evolving portfolio.
A New Brand Built For India’s Booming Midscale Demand
India continues to be one of the world’s most dynamic hospitality markets, with rising disposable incomes, increasing business travel, and a rapidly expanding middle class driving demand for quality midscale accommodations. Recognising this momentum, Marriott has chosen India as the launchpad for Series by Marriott – a brand crafted to combine global reliability with local resonance.
The first phase includes 26 properties across 23 destinations, adding more than 1,900 rooms to Marriott’s portfolio. All hotels joining under The Fern Hotels & Resorts, Series by Marriott banner will immediately integrate with the Marriott Bonvoy ecosystem, enabling loyalty members to earn and redeem points across the new locations.
- The Fern Residency Ahmedabad, Subhash Bridge, Series by Marriott – Ahmedabad (69 rooms)
- The Fern Residency Bengaluru, Seshadripuram, Series by Marriott – Bengaluru (79 rooms)
- The Fern Residency Bhiwandi-Pimplas, Series by Marriott – Bhiwandi (79 rooms)
- The Fern Residency Bodhgaya, Series by Marriott – Bodhgaya (63 rooms)
- The Fern Seaside Luxurious Tent Resort Daman, Series by Marriott Hotel – Daman (31 rooms)
- The Fern Samali Resort Dapoli, Series by Marriott – Dapoli (38 rooms)
- The Fern Surya Resort Dharampur, Kasauli Hills, Series by Marriott – Dharampur (41 rooms)
- The Fern Sardar Sarovar Resort Ekta Nagar, Series by Marriott – Ekta Nagar (169 rooms)
- The Fern Residency Gandhinagar, Series by Marriott – Gandhinagar (75 rooms)
- The Fern Heaven on The Hills Hatgad – Saputara, Series by Marriott – Hatgad (68 rooms)
- The Fern Jaipur, Series by Marriott – Jaipur (85 rooms)
- Bhanu The Fern Forest Resort & Spa Jambughoda, Series by Marriott – Jambughoda (91 rooms)
- The Fern Residency Jamnagar, Series by Marriott – Jamnagar (49 rooms)
- Debu’s The Fern Resort & Spa Jim Corbett, Series by Marriott – Jim Corbett (81 rooms)
- The Fern Kochi, Series by Marriott – Kochi (92 rooms)
- The Fern Kolhapur, Series by Marriott – Kolhapur (93 rooms)
- The Fern Mumbai, Goregaon, Series by Marriott – Mumbai (94 rooms)
- The Fern Residency Mumbai, Mira Road, Series by Marriott – Mumbai (70 rooms)
- The Fern Brentwood Resort Mussoorie, Series by Marriott – Mussoorie (72 rooms)
- Amanora The Fern Pune, Series by Marriott – Pune (48 rooms)
- E-Square The Fern Pune, Series by Marriott – Pune (55 rooms)
- The Fern Residency Pune, Woodland, Series by Marriott – Pune (87 rooms)
- The Fern Residency Rajkot, Series by Marriott Hotel – Rajkot (69 rooms)
- The Fern Residency Solapur, Series by Marriott – Solapur (54 rooms)
- The Fern Vishranta Resort Kamrej-Surat, Series by Marriott – Surat (89 rooms)
- The Fern Vadodara, Series by Marriott – Vadodara (72 rooms)
What Makes Series by Marriott Different
The Series by Marriott is positioned as a “regionally created, globally connected” collection brand. Its defining feature is its dual focus: delivering Marriott’s signature consistency and service standards while honouring the unique rituals and cultural elements of each location.
Guest experiences centred on small comforts
The brand emphasises thoughtful, locally inspired touches across guest interactions, including:
- Grab n Go Breakfast for travellers on tight schedules
- Curated in-room amenities tailored specifically for single lady travellers, addressing a rising demographic in India’s domestic travel segment
- Evening turndown service with chocolates or regional treats
- Personalised goodnight messages for a warm, homely touch
Rituals inspired by Indian culture
Further distinguishing the brand are carefully curated nightly rituals:
- A Lamp Lighting Ceremony at dusk – encouraging guests to pause, reflect, and unwind
- A bedside wellness setup featuring soaked almonds, raisins, and cumin-infused water, drawing inspiration from traditional Indian practices
These details reflect Marriott’s intent to resonate deeply with domestic guests by incorporating familiar cultural gestures within a modern hospitality framework.
A Strategic Partnership with CHPL
The collaboration with Concept Hospitality Private Limited, known for managing The Fern and Beacon hotels, accelerates Marriott’s scale in India’s mid-market space. CHPL’s deep operational footprint, combined with Marriott’s global distribution strength, positions Series by Marriott to grow quickly and sustainably.
According to Kiran Andicot, Senior Vice President, South Asia, Marriott International, India’s “vibrant domestic travel market and growing demand for dependable, affordable stays” make it the ideal setting for the brand’s debut. He highlighted that Series by Marriott aims to celebrate regional stories while upholding the consistency guests expect from Marriott.
Rapid Expansion Plans Ahead
With the initial rollout complete, Marriott is already preparing for broader global expansion. The company expects over 100 Series by Marriott hotels worldwide within the coming year, signalling strong confidence in the brand’s potential appeal beyond India.
This accelerated growth aligns with Marriott’s broader strategy of expanding its footprint in fast-growing midscale and conversion-friendly segments – areas increasingly important for capturing new traveller demographics.
Summing Up
The launch of Series by Marriott represents a milestone in Marriott International’s India strategy. By introducing a brand built around local relevance, dependable comfort, and cultural nuance, the company is positioned to cater to India’s evolving domestic travel market more effectively than ever before.
With more properties set to join the portfolio and global expansion on the horizon, Series by Marriott is poised to become a key player in the midscale segment – both in India and internationally.
