The series is designed to offer clients comfortable accommodations in more destinations
Marriott International, American hospitality giant, announced the global launch of its latest collection brand, Series by Marriott, targetting the midscale and upscale lodging segments.
In a press statement, Marriott says that this strategic move aims to broaden its reach by integrating regionally established brands and hotels renowned for quality and service into the Marriott Bonvoy portfolio, while allowing them to maintain their independent identity.
“Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well. Creating a new, regional collection brand will further Marriott’s reach among value-conscious travellers, provide additional choice for our existing Marriott Bonvoy members and guests, and offer more affiliation opportunities for local owners,” says Anthony Capuano, President and CEO of Marriott International.
Anthony Capuano
The statement adds that the series is designed to offer clients comfortable accommodations in more destinations, leveraging Marriott’s robust platforms and award-winning Marriott Bonvoy loyalty programme.
Marriott says that the new brand also provides regional hotel owners the opportunity to access Marriott’s global resources and marketing power without sacrificing their unique local character.
According to the statement the brand’s debut is marked by a founding partnership with Concept Hospitality Private Limited (CHPL), one of India’s leading hotel management companies. Under this exclusive agreement, CHPL’s flagship brands, the Fern, the Fern Residency and the Fern Habitat, will affiliate with Series by Marriott across India.
“We are thrilled to launch Series by Marriott through our founding deal with CHPL. This deal will help meaningfully expand Marriott’s leading position in India, a key market for the company. 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. The Fern portfolio throughout India is highly regarded and CHPL’s commitment to operational excellence and meeting the needs of regional travellers embodies the spirit of the series,” says Capuano.
Binod Chaudhary
“Through our majority stake in CHPL, we have nurtured the Fern brands as standard-bearers for eco-sensitive, high-quality hospitality in India. Being part of the Series will allow us to amplify our reach. The Fern brands are expected to benefit not only from the Marriott Bonvoy loyalty programme and global distribution systems, but also from strategic growth opportunities,” says Binod Chaudhary, Chairman of CG Corp Global.
Param Kannampilly
“We are thrilled to partner with the world’s largest hospitality company in driving a new era of growth in India’s midscale segment. Our vision is to unlock the immense potential of Tier II and Tier III cities, as well as lesser-known destinations across India that are rich in culture, heritage and opportunity. This strategic collaboration underscores our commitment to expanding access to quality hospitality, fostering local economies, and meeting the rising demand for sustainable, comfortable and accessible stays in emerging markets,” says Param Kannampilly, Chairman, CHPL.
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