Marriott International, one of the world’s largest hotel companies, has unveiled its newest collection brand, Series by Marriott™, in a bold move to strengthen its position in the U.S. hospitality market. Set to launch in Miami, Santa Monica, San Francisco, Chicago, and San Diego, the brand represents a fresh direction in Marriott’s diverse portfolio, combining design-driven style with authentic, locally inspired experiences.
Through a strategic partnership with Hawkins Way Capital, Marriott will convert five existing properties, currently operating as FOUND Hotels, into Series by Marriott™ destinations. These hotels will become part of the award-winning Marriott Bonvoy® loyalty program, offering travelers exclusive benefits and access to Marriott’s global network of more than 8,800 properties worldwide.
A Vision for Modern Travelers
Officially introduced in May 2025, Series by Marriott™ reflects the growing demand for hotels that provide not only comfort but also immersion into the culture of each destination. Unlike traditional hotels that often emphasize uniformity, Series by Marriott™ prioritizes design-forward aesthetics and a sense of place.
The concept is crafted for the modern traveler—those who value both functionality and style, and who want to experience the character of the cities they visit. Each property within the brand will retain its own unique identity while meeting Marriott’s globally recognized standards of service and hospitality.
Five Key U.S. Locations
The first five Series by Marriott™ hotels are located in some of America’s most dynamic cities, each offering a distinct flavor of urban and coastal culture:
- Miami Beach, Florida: Positioned near world-famous beaches and nightlife, this property gives guests access to vibrant cultural experiences and endless entertainment.
- Chicago, Illinois: Located in the city’s bustling core, it serves as an ideal base for exploring Chicago’s architecture, art, and acclaimed dining scene.
- San Francisco, California: Nestled in the historic Nob Hill neighborhood, guests can explore landmarks such as the Golden Gate Bridge, Chinatown, and Alcatraz Island.
- Santa Monica, California: Just steps from the Pacific Ocean, this hotel embodies Southern California’s coastal lifestyle, with trendy shops and outdoor dining nearby.
- San Diego, California: With proximity to beaches, Balboa Park, and the renowned San Diego Zoo, this property connects travelers to Southern California’s diverse attractions.
Each hotel will preserve its character while integrating seamlessly into the Marriott ecosystem, combining local flavor with global standards.
Personalized Guest Experiences
Series by Marriott™ is designed to go beyond providing a bed for the night. Guests can expect personalized services and thoughtful amenities tailored to both business and leisure travelers. The brand emphasizes creating memorable stays through design, location, and service.
Dining will highlight local cuisines, giving travelers a taste of each city’s unique culinary culture. Interiors will feature contemporary, locally influenced design elements, fostering a sense of connection between guests and their destinations.
Entertainment and social spaces will further distinguish these properties, offering guests the chance to engage with both the local community and fellow travelers.
Strategic Importance for Marriott
The launch of Series by Marriott™ in the U.S. is part of Marriott’s broader strategy to diversify its offerings and respond to shifting traveler preferences. With competition in the hospitality sector intensifying, the company is doubling down on brands that combine lifestyle appeal with trusted service.
Marriott already manages a wide portfolio of luxury, premium, and select-service hotels under brands such as Ritz-Carlton, JW Marriott, W Hotels, and Courtyard by Marriott. By adding Series by Marriott™, the company strengthens its foothold in the growing lifestyle and design-focused segment of the hospitality market.
Global Growth Beyond the U.S.
The U.S. expansion comes on the heels of international growth. Earlier in 2025, Marriott announced a partnership in India with Concept Hospitality Private Limited, integrating The Fern Hotels & Resorts into the Series by Marriott™ brand. The Fern portfolio includes more than 80 operational hotels and over 30 additional pipeline properties, representing nearly 8,000 rooms.
This expansion demonstrates Marriott’s intent to establish Series by Marriott™ as a truly global brand, appealing to both domestic and international travelers who seek authentic experiences with the reassurance of Marriott’s trusted name.
Impact on the U.S. Hospitality Industry
The decision to launch Series by Marriott™ across multiple U.S. cities signals confidence in the continued strength of the country’s hospitality and tourism sector. According to tourism development agencies, urban destinations such as Miami, Chicago, and San Francisco remain among the most visited in the United States, with steady demand from both domestic and international travelers.
By introducing a brand that emphasizes cultural immersion, personalized design, and community engagement, Marriott is tapping into the evolving expectations of travelers. Today’s guests want more than just accommodation—they want experiences that reflect the character of the places they visit.
Looking Ahead
With the integration of these five properties and more planned globally, Series by Marriott™ is poised to become a leading player in the lifestyle travel segment. The brand’s emphasis on style, comfort, and cultural authenticity makes it attractive to millennials, Gen Z travelers, and seasoned globetrotters alike.
For Marriott International, the launch marks not just the expansion of its portfolio, but also a reimagining of what it means to deliver hospitality in the modern era. By blending local character with global consistency, the company is setting a new standard for how travelers experience iconic cities.
Conclusion
The debut of Series by Marriott™ across major U.S. cities represents a defining moment in Marriott International’s growth story. With hotels in Miami, Santa Monica, San Francisco, Chicago, and San Diego, the brand offers travelers a distinctive mix of personalized service, design-driven spaces, and authentic local experiences.
As Marriott expands both domestically and internationally, Series by Marriott™ is set to resonate with travelers seeking more than traditional stays—delivering experiences that connect them deeply with their destinations. This bold step not only strengthens Marriott’s presence in the U.S. hospitality industry but also reflects its vision of creating meaningful journeys for the next generation of global travelers.
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