Marriotts New Series Hotels: A Game Changer for Travelers

In recent years, major hotel chains have been rapidly expanding their offerings, and Marriott is no exception. This year, they introduced Series by Marriott, a brand designed to integrate regionally relevant hotels into their portfolio. This initiative aims to provide midscale and upscale hotels with an independent spirit the chance to join the Marriott Bonvoy loyalty program, giving them access to millions of loyal members.

Series by Marriott is a collection brand, similar to Marriott’s Autograph Collection and Luxury Collection, which means it will feature independent hotels that emphasize local charm and often have a boutique feel. This exciting new brand is set to make its U.S. debut through a partnership with Found Hotels, which is owned by Hawkins Way Capital and managed by FCL Management. Over the next year, five properties located in vibrant U.S. cities will be converted into Series by Marriott hotels.

These design-forward hotels are not just aesthetically pleasing; they prioritize efficiency and a strong connection to their local communities. Many of them feature community kitchens and coworking spaces, catering to the needs of modern travelers, including digital nomads who thrive on flexibility and connectivity.

Ross Walker, managing partner at Hawkins Way Capital, expressed his enthusiasm for the partnership, stating, “By aligning FOUND Hotels with Series by Marriott, we’re preserving the brand’s unique identity while leveraging Marriott’s global reach and valued loyalty system. Together, we’re fostering a model for approachable, local lifestyle hotels that meet the needs of today’s traveler in the country’s most sought-after areas.”

The trend of lifestyle hotels that appeal to savvy, often younger travelers has gained momentum in recent years. These hotels are strategically located in the heart of popular destinations, making them attractive options for those seeking immersive travel experiences. Earlier this year, Marriott also acquired the Dutch brand CitizenM, known for its compact rooms and vibrant lounge spaces, which are particularly appealing to travelers. These hotels are currently being integrated into the Marriott Bonvoy system, allowing guests to book stays using their loyalty points.

Hyatt has also joined the trend, announcing its own new collection brand, Unscripted by Hyatt, set to launch in early 2025. Unscripted will provide a flexible, collection-style approach, where each property reflects its own identity while maintaining Hyatt’s commitment to quality and service. This model mirrors Marriott’s Series by Marriott, emphasizing the growing interest in independent hotels that can participate in popular loyalty programs.

For travelers, this expansion of offerings is excellent news, particularly for those looking to earn and redeem points. The conversion process for these independent hotels is relatively easy and cost-effective for owners, often requiring little more than signing agreements to join a well-known loyalty program. Given the high costs associated with building new hotels or converting existing properties to well-known brands, we can expect to see more independent chains like Found Hotels seeking to tap into the benefits of loyalty programs.

So far, Series by Marriott has also signed agreements to bring several hotels in India—The Fern, The Fern Residency, and The Fern Habitat—into the Marriott Bonvoy ecosystem. It’s likely that many more properties will follow suit in the near future.

With five independent boutique hotels set to join Marriott Bonvoy across the United States, travelers can look forward to new options for earning and redeeming points. While it may take some time before these lifestyle hotels are bookable through the loyalty program, their addition signals that more independent brands are eager to gain access to the extensive member base of loyalty programs. Ultimately, this expansion is a win for travelers who value diverse accommodations and the opportunity to earn rewards.

In conclusion, Marriott’s Series by Marriott initiative represents a significant shift in the hospitality landscape, offering travelers more choices and the chance to enjoy unique, locally-inspired experiences. As the travel industry continues to evolve, this new collection of hotels is poised to meet the needs of modern travelers looking for both comfort and connection to their destinations.