Overview

• Series by Marriott, a global soft brand targeting midscale and upscale segments, has been officially launched by Marriott International.
• The brand's debut is marked by an exclusive agreement with Concept Hospitality in India, affiliating 84 existing Fern hotels and 31 pipeline properties under the Series by Marriott umbrella.
• Marriott has made a small equity investment in Concept Hospitality, marking its first direct investment in India.
• The Fern properties will integrate into Marriott's portfolio over time via long-term franchise agreements, providing access to the Marriott Bonvoy loyalty program while maintaining their independent identities.
• Marriott aims to leverage this partnership to expand into Tier 2 and Tier 3 cities in India, with projections for the country to become its third-largest market within 2–3 years.