Global hotel operator Marriott International has announced the launch of its new collection brand, ‘Series by Marriott’. The debut was marked by an unprecedented rollout: 26 hotels began operating simultaneously across India, adding over 1,900 rooms in 23 cities to the company’s portfolio. This strategic move ushers in a new era for the hospitality giant and could have a significant impact on the global hotel market, including in Spain, where Marriott holds a strong position.
A new concept for travelers
The launch is a partnership with Indian company Concept Hospitality Private Limited and its flagship chain, The Fern Hotels & Resorts. The new properties will operate under the joint name ‘The Fern Hotels & Resorts, Series by Marriott’. The brand’s core idea is to cater to the so-called ‘global domestic traveler.’ The concept aims to seamlessly blend the high service standards Marriott is known for with a deep immersion into local culture and the unique authenticity of each region. Company representatives highlight that India’s rapidly growing domestic tourism market provided the ideal platform for such an ambitious launch. In their view, today’s travelers are searching not just for a place to sleep, but for a unique experience that captures the spirit of the destination, and ‘Series by Marriott’ is designed to deliver exactly that.
Spanish prospects and European anticipation
Although the initial launch is focused on Asia, experts are already discussing when the new brand might enter the European market. For Spain, where Marriott operates dozens of hotels in key tourist destinations such as Madrid, Barcelona, and Costa del Sol, the arrival of ‘Series by Marriott’ could be an exciting addition. Positioned in the affordable accommodation segment, the brand could offer strong competition to local chains in smaller cities or regions popular with Spaniards themselves. The concept, centered on local authenticity, fits perfectly with the diversity of Spain’s regions—from Andalusia to the Basque Country—each with its own unique character. While there have been no official announcements regarding plans for Europe, the success of the launch in India is likely to accelerate the brand’s global expansion.
Unique services and a focus on sustainability
The new brand places special emphasis on details and guest comfort. Services include a convenient grab-and-go breakfast for those in a hurry, special toiletry kits for women traveling alone, and evening treats featuring local sweets. The hotels also introduce unique rituals, such as a lamp-lighting ceremony and a “healthy sleep” program designed to create a cozy, tranquil atmosphere. A key component is the commitment to sustainability, inherited from partner The Fern Hotels & Resorts. This aspect is increasingly important for today’s travelers, especially in Europe, where corporate environmental responsibility is taking center stage. Expansion plans are ambitious: the company expects to open more than 100 hotels under the new brand within the next year, highlighting Marriott’s high-stakes commitment to this project.
