Marriott’s New Brand Is Called Series by Marriott, and It’s Coming to India First

Global hotel chains always brought their tried-and-tested brands to India. Now Marriott is flipping that: India’s not just a stop, it’s the starting line.

Marriott International has launched a new global brand — Series by Marriott — aimed at the midscale and upscale hotel segments. Marriott has chosen to debut this brand in India.

On Thursday, the world’s largest hotel company announced that India will serve as the starting point for Series by Marriott. With this, the company has signed a foundational agreement with hotel management firm Concept Hospitality, known for its environment-focused Fern brand.

Marriott also confirmed a “small equity investment” in Concept Hospitality. On the amount being invested, Rajeev Menon, president, Asia Pacific excluding China, Marriott International, said at the press conference in Mumbai on Thursday: "Marriott does not plan to disclose the exact workings of the deal." However, this is a significant move for Marriott, which traditionally expands through management and franchise agreements rather than direct equity involvement.

This is also Marriott’s first direct investment in the Indian hotel sector, signaling a deeper shift in its strategy, where India is not just a growth market.

Marriott’s leadership has been clear about India’s growing importance