Marriott International has announced the official U.S. debut of its latest collection brand, Series by Marriott™, as part of its ongoing global expansion strategy. This milestone move includes the conversion of five existing FOUND Hotels into the Series by Marriott™ portfolio, solidifying Marriott’s presence in some of the nation’s most dynamic cities.
The transition is made possible through agreements with Hawkins Way Capital, the current owner and developer of these properties. Operated by FCL Management, the hotels will complete their transformation over the next year, emerging as part of Marriott’s extensive ecosystem.
Properties Transitioning into Series by Marriott™
The rollout brings Series by Marriott™ to major urban and coastal hubs, reinforcing the brand’s appeal to leisure and business travelers alike. The five properties making the transition include:
- FOUND Miami Beach, Florida
- FOUND Chicago, Illinois
- FOUND San Francisco Nob Hill, California
- FOUND Santa Monica, California
- FOUND San Diego, California
Each location holds strong market positioning. Miami Beach offers vibrant nightlife and cultural richness, Chicago serves as a Midwestern hub for commerce and arts, San Francisco’s Nob Hill blends history with iconic cityscapes, Santa Monica delivers California’s laid-back coastal lifestyle, and San Diego balances beaches with innovation. Together, these hotels showcase the versatility and reach of Series by Marriott™.
Introducing Series by Marriott™
Launched in May 2025, Series by Marriott™ is the company’s newest addition to its collection brands. Unlike traditional hotel chains, Series is designed for travelers who want the reliability of Marriott service paired with properties that retain individual character. The focus is on essentials-driven stays, emphasizing comfort, design, and a sense of place without unnecessary extras.
By integrating FOUND Hotels into this collection, Marriott is aligning the strengths of both brands. FOUND Hotels have long been known for their central locations and stylish, efficient design—qualities that resonate strongly with Series by Marriott’s vision. Guests will benefit not only from these properties’ unique flair but also from Marriott’s scale and access to Marriott Bonvoy®, the company’s award-winning loyalty program.
Strengthening Marriott’s Global Portfolio
The U.S. introduction of Series by Marriott™ builds on the brand’s global foundation. Earlier in 2025, Marriott partnered with Concept Hospitality Private Limited in India to bring The Fern portfolio into the Series framework. The Fern brand includes 84 operating hotels and more than 30 in the pipeline, representing over 8,000 rooms across India.
Together, the India agreement and the U.S. conversions highlight Marriott’s strategy to rapidly grow Series by Marriott™ into a globally recognized collection. The model allows properties to maintain local identity while gaining the credibility and reach of Marriott International.
Why Series by Marriott™ Matters
Marriott’s decision to launch Series in the U.S. reflects larger trends in hospitality. Travelers today increasingly seek authentic local experiences that are design-forward but not prohibitively expensive. Collection brands, like Series, meet this demand by offering properties with distinct character, connected under a trusted global umbrella.
For hotel owners, Series by Marriott™ provides a platform that allows flexibility while unlocking Marriott’s global distribution systems, technology support, and loyalty base. This model is particularly attractive in highly competitive urban and coastal markets where independent hotels often face challenges scaling visibility.
The Foundational Appeal of the FOUND Hotels Conversion
The FOUND Hotels portfolio makes for a natural transition into Series by Marriott™. Known for blending style with efficiency, these properties have already cultivated strong reputations in their respective markets.
By becoming part of Series, FOUND Hotels gain access to Marriott Bonvoy®, which boasts millions of members worldwide. This integration enhances visibility and customer reach, while guests gain the reassurance of consistent service standards paired with each property’s distinctive personality.
Marriott’s Broader Expansion Strategy
The debut of Series by Marriott™ is not just a brand launch—it is a clear signal of Marriott’s ambition to expand across both regional and global markets. By targeting high-demand urban destinations in the U.S. and strengthening ties with fast-growing markets like India, Marriott is positioning Series as a cornerstone of its future growth.
The company’s focus on urban and coastal locations underscores the enduring appeal of these markets. Cities like Miami, San Francisco, and Chicago remain magnets for both leisure and business travelers, while Santa Monica and San Diego add sought-after coastal lifestyle destinations to the portfolio.
A New Era for Collection Brands
The growth of Series by Marriott™ illustrates how the hospitality industry is evolving. Collection brands allow hotels to keep their independent flair while benefiting from global frameworks. This approach resonates strongly with modern travelers, who value individuality but also expect consistent quality.
As Marriott expands Series by Marriott™, it creates opportunities for owners to align their properties with an internationally trusted name while preserving local identity. For guests, the brand offers a fresh take on travel—reliable essentials, distinctive design, and the assurance of being part of the Marriott Bonvoy® network.
Conclusion: Series by Marriott™ Sets the Stage
The U.S. debut of Series by Marriott™ represents a significant step forward for Marriott International, bridging the independent spirit of FOUND Hotels with the global strength of Marriott’s ecosystem.
By expanding into Miami, Chicago, San Francisco, Santa Monica, and San Diego, Marriott is reaffirming its commitment to growth in markets where demand for lifestyle-driven stays remains strong. As Series by Marriott™ grows, it is poised to become a defining force in modern hospitality—balancing comfort, character, and connectivity in destinations travelers love most.
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