Marriott International has announced the global launch of its new collection brand, Series by Marriott™, catering to the midscale and upscale lodging segments. This expansion of lodging offerings aims to bring well-established regionally created brands and hotels into the Marriott Bonvoy portfolio, enhancing Marriott’s global presence.
Series by Marriott marks its initial launch through a founding deal with CG Hospitality Global, the hospitality arm of CG Corp Global and majority stakeholder in Concept Hospitality Private Limited (CHPL). This partnership includes the integration of The Fern portfolio, one of India’s most respected eco-sensitive hotel chains. The strategic partnership agreement was signed recently at Marriott Manila by CG Hospitality and Marriott International.
CHPL has established itself as one of India’s leading hotel management companies. The partnership with Marriott marks a major milestone for India’s hospitality sector, with The Fern, The Fern Residency, and The Fern Habitat being integrated into Marriott’s global ecosystem. With over 120 operating hotels under various brands and 40 additional properties in the pipeline at CHPL, the deal is expected to add up to 84 Fern branded hotels and approximately 6,000 rooms to Marriott’s India portfolio.
The agreement also includes a strategic equity investment by Marriott in CHPL and an exclusive long-term co-branding relationship for The Fern brands in India. The Fern hotels will now benefit from Marriott’s global distribution platforms, digital systems, and the Marriott Bonvoy™ loyalty program, while maintaining their independent spirit and regional identity.
Rahul Chaudhary, Managing Director & CEO of CG Corp Global & CG Hospitality Holdings, expressed excitement about the collaboration, stating that it represents the alignment of two shared visions to redefine the mid-market hospitality landscape. He emphasized the goal of expanding The Fern to 500 hotels by 2030 and making it the largest brand in its segment in India, while also expanding CG Hospitality’s global footprint to 650 hotels.
“Marriott’s global scale, trust, and loyalty ecosystem will be a powerful catalyst in achieving this ambitious vision. Together, we’re not only strengthening India’s hospitality infrastructure but enabling a regional eco-sensitive brand to thrive on the global stage. This is a defining moment for The Fern and a bold new chapter for Indian hospitality,” he said.
The collaboration reflects a commitment to responsible growth and conscious service, particularly in emerging and culturally rich destinations in India. Marriott International’s President and CEO, Anthony Capuano, highlighted the launch of Series by Marriott as a way to provide additional lodging options for value-conscious travelers and expand Marriott’s reach in key markets like India.
“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, ” Capuano stated.
CG Hospitality currently operates a diverse portfolio of 195 Hotels, Resorts, and Wellness destinations across 12 countries and 127 destinations. This partnership underscores CG Hospitality’s role as a global enabler for Indian hospitality brands and its continued investment in the future of India’s travel and tourism industry.
CG Hospitality and Marriott International recently also signed an agreement to convert The Farm at San Benito in the Philippines into an Autograph Collection resort, marking the brand’s debut in the country and a significant step in expanding the wellness-focused property to international markets.
In addition to its founding deal with CHPL, Marriott 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.
