Series by Marriott launches in India by affiliating with The
Fern brands; active discussion ongoing around the world.
BETHESDA, Maryland – Marriott International has launched a
global collection brand for the midscale and upscale segments called Series by
Marriott to recruit well-established, regionally created brands. Marriott is making a small equity investment
in the first to join the collection – India’s Concept Hospitality Private Ltd.’s
(CHPL) Fern brands with 84 hotels open and 31 in the pipeline.
Established in 1996 by Param Kannampilly, CHPL is a
management company with six brands and over 100 hotels operating in 90
locations. The Fern, The Fern Residency and The Fern Habitat brands will affiliate
with Series by Marriott on an exclusive basis across India. The hotels with
some 8,000 rooms are expected to join Marriott’s portfolio in India over time
following discussions with the third-party hotel owners and execution of
long-term franchise agreements with those owners. CG Hospitality, the
hospitality division of the multi-national conglomerate CG Corp Global, is the
majority stakeholder in CHPL.
Marriott said it is also in active discussions about the
Series by Marriott brand with owners in the United States, the Caribbean and
Latin America, Europe, Middle East, and Africa.
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.
Anthony Capuano
With some flexibility, hotels joining the portfolio will be required to offer quality and value
with clean, comfortable rooms, free Wi-Fi, daily coffee or tea, with breakfast,
fitness centers and meetings and event spaces available at certain properties.
“Series by Marriott furthers Marriott’s commitment to
delivering lodging offerings in the right place at the right price with basics
done well,” said Anthony Capuano, president and CEO of Marriott
International. “Creating a new, regional collection brand will further
Marriott’s reach among value-conscious travelers, provide additional choice for
our existing Marriott Bonvoy members and guests, and offer more affiliation
opportunities for local owners.
“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 travelers
embodies the spirit of the Series by Marriott brand.”
“Through our majority stake in CHPL, we’ve nurtured The Fern
brands as standard-bearers for eco-sensitive, high-quality hospitality in
India. Being part of Series by Marriott will allow us to amplify our reach. The
Fern brands are expected to benefit not only from the Marriott Bonvoy loyalty
program and global distribution systems, but also from strategic growth
opportunities,” said Dr. Binod Chaudhary, Chairman of CG Corp Global.
Kannampilly added, “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 2 and
Tier 3 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.”