Marriott International is preparing to launch its Series brand in the US market by signing agreements with Hawkins Way Capital that will see the conversion of five hotels to the Series by Marriott brand.
The properties, which are currently operating under the FOUND Hotels brand, are located in San Francisco, Miami, Chicago, Santa Monica, and San Diego.
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FCL Management will continue to operate all five hotels.
Transition of these sites to the Series by Marriott brand is scheduled to take place over the next year.
Once rebranded, the hotels will retain elements of their FOUND Hotels identity but will operate as part of the Series by Marriott network, which will allow guests to access Marriott Bonvoy loyalty benefits.
Launched in May 2025, Marriott has positioned the Series by Marriott brand for the midscale and upscale lodging segments to “integrate well-established, regional brands and hotels into the Marriott Bonvoy portfolio”.
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By GlobalDataMarriott International US and Canada global development officer Noah Silverman said: “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.
“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.”
These signed agreements follow Marriott’s announcement that the Series brand formed a founding affiliation with Concept Hospitality in India to “affiliate” The Ferns Brands into its portfolio.
The Fern portfolio currently includes 84 open properties and 31 signed pipeline deals.
Hawkins Way Capital managing partner Ross Walker said: “Our collaboration with Marriott is an exciting catalyst for Hawkins Way Capital and its FCL Management affiliate as we bolster our hospitality platform nationwide. 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.”
Last week, Marriott International entered a partnership with Turkish industrial and construction business Kuzu Group to create a St Regis-branded luxury resort and residential development in Turkey’s Kazikli Cove region.
