Marriott International and Hawkins Way Capital have signed agreements to convert five properties to the Series by Marriott brand in key U.S. markets, including Miami, Santa Monica, San Francisco, Chicago and San Diego. The conversion marks the debut in the U.S., following the brand's launch in May.
Developed by Hawkins Way Capital and operated by FCL Management, the five properties currently operate under the Found Hotels brand and are expected to join the Series by Marriott brand portfolio over the course of the next year.
The new soft brand for the midscale and upscale lodging segments launched in May. Series by Marriott is recruiting well-established, regionally-created brands that "provide regional owners access to the benefits of Marriott's platforms while maintaining their portfolio's independent identity," according to the company.
“The launch of Series by Marriott in the United States is an exciting milestone, marking a bold new chapter for both the brand and Marriott, as we continue expanding our offerings to meet the evolving interests of our owners, franchisees and guests,” Noah Silverman, Marriott International global development officer, U.S. & Canada, said in a statement. “Reflective of a growing demand for upscale collection brands, Series by Marriott is designed to offer regional owners a conversion opportunity that provides access to global revenue and demand generation platforms, while preserving each hotel’s unique brand identity and delivering an authentic guest experience.”
“Our collaboration with Marriott is an exciting catalyst for Hawkins Way Capital and its FCL Management affiliate as we bolster our hospitality platform nationwide,” said Ross Walker, managing partner, Hawkins Way Capital. “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 independent Found Hotels brand embodies the spirit of Series by Marriott, with design-led, select service hotels, catering to travelers eager to experience the world’s most central locations, according to the company. Upon affiliating with the Series by Marriott brand, the hotels will join Marriott Bonvoy, while retaining the Found Hotels brand identity.
Hotels that are expected to join the Series by Marriott brand portfolio include:
- Found Miami Beach, Fla.
- Found Chicago
- Found San Francisco Nob Hill
- Found Santa Monica, Calif.
- Found San Diego
These signed agreements follow Marriott’s announcement of Series by Marriott’s founding deal with Concept Hospitality Private Limited in India to affiliate The Ferns Brands with Series by Marriott. The Fern portfolio is currently comprised of 84 open properties and 31 executed pipeline deals, totaling 115 properties and approximately 8,000 rooms.