Marriott International has unveiled Series by Marriott, its newest global collection brand, with India chosen as the destination for its debut. The company’s partnership with The Fern Hotels and Resorts brings 26 hotels across 23 cities into the Marriott portfolio, adding more than 1,900 rooms during the first phase.
The launch marks an important step in the company’s expansion across the mid-scale segment, where demand for reliable, well located accommodations continues to grow in India’s rapidly expanding domestic travel market. Senior leadership at Marriott emphasized that the brand’s concept aligns naturally with the needs of travelers looking for dependable stays rooted in local character.
Series by Marriott is designed as a regionally influenced, globally connected collection that blends consistency with individuality. By partnering with Concept Hospitality, the operator behind The Fern Hotels and Resorts, Marriott gains access to a network of properties positioned in both business and leisure destinations.
These locations include Ahmedabad, Bengaluru, Bodhgaya, Daman, Dapoli, Dharampur, Ekta Nagar, Gandhinagar, Hatgad, Jaipur, Jambughoda, Jamnagar, Jim Corbett, Kochi, Kolhapur, Mumbai, Mussoorie, Pune, Rajkot, Solapur, Surat and Vadodara.
All will participate fully in Marriott Bonvoy and offer standardized features intended to meet the needs of modern travelers. These include a packed breakfast option for early departures, amenities tailored to single female guests, evening turndown treats, and a nightly lamp lighting ritual that reflects a sense of place.
The agreement represents a significant milestone for both Marriott and Concept Hospitality. Executives from Marriott highlighted India’s strong domestic travel patterns and rising demand for approachable price points, describing the country as an ideal launchpad for the brand’s global rollout.
With more than 100 additional openings planned over the next year, Series by Marriott is expected to play a major role in expanding the company’s reach into markets where international brands often compete with strong local players. Concept Hospitality leadership echoed this optimism, noting that early interest in the new brand has already exceeded expectations and that the partnership aligns well with the group’s focus on sustainable hospitality.
The broader strategy behind the launch reflects shifting market dynamics. India has seen a consistent rise in domestic tourism supported by improved connectivity and a growing middle class. Travelers are seeking accommodations that balance comfort, price and a sense of local experience.
By aligning with a well established regional brand like The Fern, Marriott is able to offer properties that feel familiar to Indian travelers while still benefiting from the operational strength of a global company. This approach gives Series by Marriott room to scale quickly across multiple regions while maintaining a degree of individual identity at each property.
For Marriott, the introduction of Series by Marriott signals a continued focus on portfolio diversification across Asia Pacific. For travelers, it opens the door to a broader range of dependable, mid scale options across many of India’s most visited cities.
As the brand expands through its planned rollout, it is likely to strengthen Marriott’s position in one of the world’s most dynamic hotel markets, while giving guests a new way to experience stays that are both consistent and connected to local context.