Dive Brief:
- Marriott International, in partnership with developer Hawkins Way Capital, opened the first two U.S. hotels under its recently launched Series by Marriott collection brand, according to a Monday release.
- Beverly Hills, California-based Hawkins Way converted the hotels, operating under boutique brand Found Hotels, to the Series by Marriott flag earlier this month. The properties are located in Miami Beach, Florida, and Santa Monica, California.
- The hotels opened roughly two months after Marriott and Hawkins Way announced a strategic partnership to bring several Found Hotels properties into the Series brand portfolio. Additional hotels will be located in key urban and coastal markets, including other California cities and Chicago.
Dive Insight:
By joining the Series by Marriott brand, the Found hotels maintain their core brand identity and “localized personality” but benefit from Marriott’s infrastructure and Bonvoy rewards program, according to the release.
Found Miami Beach opened Nov. 10 with revamped interiors, a remodeled pool and lobby, upgraded technology and guest room entertainment systems, as well as Bar Luca, a redesigned 1,000-square-foot restaurant and bar connecting the lobby and pool terrace.
Found Santa Monica opened a few days later with enhanced guest rooms and public spaces, updated signage, building-system improvements and updated food and beverage programming at its restaurant, Cliffdiver. FCL Management manages both properties.
Series by Marriott was created to “bring strong, regionally relevant brands and hotels into the Marriott portfolio,” the hotel company said upon the brand’s launch in May. The collection brand, focused on the midscale and upscale segments, debuted with a founding partnership in India.
Forthcoming Series by Marriott properties in the U.S. through the Hawkins Way partnership will be located in Chicago, San Francisco, San Diego and Santa Barbara.
Beyond Series, Marriott is expanding in the collection space through its Outdoor Collection by Marriott Bonvoy brand, which launched last month and is focused on nontraditional accommodations in nature-oriented destinations.
Hilton and Wyndham Hotels & Resorts also unveiled brands targeting independent hotel owners last month, and IHG Hotels & Resorts touted a new collection brand during third-quarter earnings.
