What's Happening?
Marriott International, Inc. and Hawkins Way Capital have announced 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. This marks the brand's official debut in the country, reflecting a significant milestone for Series by Marriott. The properties currently operate under the FOUND Hotels brand and are expected to join the Series by Marriott brand portfolio over the next year.
Why It's Important?
The launch of Series by Marriott in the United States represents a strategic expansion of Marriott's offerings in urban and coastal markets. This move provides regional owners with conversion opportunities that offer access to global revenue and demand generation platforms while preserving each hotel's unique identity. The collaboration with Hawkins Way Capital aims to leverage Marriott's global reach and loyalty system, fostering a model for approachable, local, lifestyle hotels that meet the needs of today's traveler. This development is expected to enhance Marriott's presence in key U.S. markets, potentially boosting local tourism and hospitality sectors.
