Dive Brief:
- Marriott International is bringing its newly launched Series by Marriott collection brand to the U.S., signing agreements with Beverly Hills, California-based real estate company Hawkins Way Capital to convert five properties under the flag, the hotel company announced Tuesday.
- The hotels, developed by Hawkins Way and operated by FCL Management, are located in “key urban and coastal markets,” including Chicago; Miami; and Santa Monica, San Francisco and San Diego, California, according to Marriott. The properties currently operate under boutique brand Found Hotels and are expected to join the Series by Marriott portfolio over the next year.
- Series by Marriott, first launched in May through an inaugural deal in India, aims to bring “strong, regionally relevant brands and hotels” in the midscale and upscale segment into the Marriott portfolio, according to the company. The brand’s U.S. debut comes amid growing demand for upscale collection brands, according to Noah Silverman, Marriott’s global development officer for the U.S. and Canada.
Dive Insight:
Marriott aims to meet the evolving interests of owners, franchisees and guests with the U.S. launch of Series by Marriott, according to Silverman.
The rising cost of new-builds has accelerated interest in conversion-friendly collection brands like Series by Marriott as hotel owners seek “flexible branding solutions that allow them to preserve their property’s identity, while tapping into Marriott’s demand engines,” he told Hotel Dive Tuesday, via email.
Series by Marriott is specifically designed to offer owners access to global revenue and demand generation platforms, according to Silverman.
Additionally, more travelers are “looking for hotels that feel rooted in the destination, with a unique sense of place, while still valuing the consistency, recognition, and rewards that come with a global brand and loyalty platform,” he noted.
Catering to this guest demand, the independent Found Hotels will retain their distinct brand identities while joining the Marriott Bonvoy loyalty program, Silverman said.
“FOUND Hotels already has a strong, well-defined brand identity that resonates with today’s traveler — design-forward, centrally located, and rooted in the distinct local character of each destination — making it an ideal fit for Series by Marriott,” Silverman said. The five signed hotels are expected to undergo varying levels of changes, he said, with some minimal enough that they could join Marriott by the end of 2025.
Marriott is in active discussions with “a number of owners” across the U.S., including continued conversations with Hawkins Way Capital, for additional Series by Marriott signings, according to Silverman.
In the U.S. and Canada, particularly, Marriott is focused on growing the Series brand in the upscale tier, “exploring opportunities in primary and secondary cities where we see strong demand for design-forward, locally inspired hotels,” Silverman said.
Marriott is also expanding its Design Hotels collection brand across the U.S. Meanwhile, competitor Hyatt recently launched collection brand Unscripted by Hyatt, and Hilton is growing its portfolio of lifestyle hotels under its Curio and Tapestry collection brands.
