Marriott International is bringing its newest collection brand, Series by Marriott™, to the United States through a partnership with Hawkins Way Capital. The Series by Marriott U.S. launch expands Marriott’s portfolio to 37 global brands and strengthens its presence in the midscale and upscale hotel market.
A Brand with Local Character
The new Marriott hotel brand made its global debut in May. It was designed to welcome independent and regional hotels into Marriott’s system while allowing them to keep their local charm. Guests can expect the essentials, such as clean rooms, reliable Wi-Fi, fitness facilities, and meeting spaces, combined with each property’s unique style.
“This launch marks a bold new chapter for both the brand and Marriott,” said Noah Silverman, Marriott’s Global Development Officer for U.S. & Canada. “We continue expanding our offerings to meet the evolving interests of our owners, franchisees and guests”.
Series by Marriott Hotels Begins with Five U.S. Conversions
The U.S. rollout begins with five Series by Marriott hotels converted from FOUND Hotels. Locations include Miami Beach, Chicago, San Francisco’s Nob Hill, Santa Monica, and San Diego. FCL Management will oversee operations. All properties will join Marriott Bonvoy®, giving travelers new places to earn and redeem points.
Ross Walker, managing partner at Hawkins Way Capital, explained: “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”. This partnership highlights the strength of the Hawkins Way Capital-Marriott relationship.
Photo by Gagliardi Photography
What’s Next for Series by Marriott
The Series by Marriott U.S. launch helps the company tap into demand for boutique-style stays that still deliver consistent quality. This model offers hotel owners access to Marriott’s global booking system, marketing power, and loyalty network, without giving up their independent identity.
More independent hotels are likely to join, giving travelers across the U.S. fresh choices that mix authenticity with reliability.
Conversions also allow faster growth compared to building new hotels, making this strategy a cost-effective part of Marriott Hotels’ expansion in the USA. The challenge will be balancing consistency with local flavor, something Marriott says is central to the Series approach.
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*Banner photo by Jonathan Kemper on Unsplash
