What is the story about?
What's Happening?
Marriott International and Hawkins Way Capital have signed agreements to convert five properties currently operating under the FOUND Hotels brand to the Series by Marriott brand. These properties are located in Miami, Santa Monica, San Francisco, Chicago, and San Diego. This conversion marks the official debut of the Series by Marriott brand in the United States. The transition is expected to occur over the next year, aligning with Marriott's strategy to expand its offerings in urban and coastal markets across the U.S. The Series by Marriott brand was initially announced in May 2025 and aims to offer personalized experiences that reflect the unique character of each destination.
Why It's Important?
The conversion of these hotels to the Series by Marriott brand represents a strategic move by Marriott to strengthen its presence in key urban and coastal markets in the U.S. By leveraging Marriott's global reach and loyalty program, the Series by Marriott brand aims to attract travelers seeking accommodations that reflect the local character of their destinations. This development could enhance Marriott's competitive edge in the hospitality industry, offering regional owners conversion opportunities that provide access to global revenue and demand generation platforms while preserving each hotel's unique identity.
What's Next?
The properties are expected to transition to the Series by Marriott brand over the next year. Hawkins Way Capital will oversee the development of these properties, while FCL Management will handle operations. The collaboration aims to align FOUND Hotels with the Series by Marriott brand, maintaining the unique identity of the FOUND Hotels while leveraging Marriott's global reach and loyalty program. This move follows Marriott's previous announcement of a founding deal with Concept Hospitality Private Limited in India to affiliate The Ferns Brands with the Series by Marriott brand.
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