Marriott International, Inc. and Hawkins Way Capital have announced the signing of five strategic agreements to convert existing FOUND Hotels into properties under the newly launched Series by Marriott brand. This marks the official debut of Series by Marriott in the United States, expanding Marriott’s upscale collection offerings in key urban and coastal destinations.
The five properties located in Miami Beach, Santa Monica, San Francisco Nob Hill, Chicago, and San Diego, will be developed by Hawkins Way Capital and operated by FCL Management. These hotels are expected to transition to the Series by Marriott portfolio over the next year, while retaining their FOUND Hotels identity and joining the Marriott Bonvoy loyalty program.
A New Chapter in Collection Hospitality
Series by Marriott™, announced in May 2025, is Marriott’s newest collection brand designed to offer regionally rooted, design-led hotels that reflect the unique character of their destinations. The brand provides:
- Reliable, essentials-focused accommodations
- Authentic guest experiences tailored to local culture
- Conversion opportunities for independent hotel owners
- Access to Marriott’s global platforms for revenue and demand generation
“The launch of Series by Marriott in the United States is an exciting milestone,” said Noah Silverman, Global Development Officer, U.S. & Canada, Marriott International. “It reflects growing demand for upscale collection brands and offers owners a chance to preserve their hotel’s identity while benefiting from Marriott’s reach.”
Strengthening Local Hospitality with Global Reach
The FOUND Hotels brand, known for its design-forward, select-service properties, aligns naturally with the ethos of Series by Marriott™. By affiliating with Marriott, FOUND Hotels will gain access to:
- Global distribution and marketing channels
- Enhanced operational support
- Marriott Bonvoy membership benefits for guests
“Our collaboration with Marriott is a catalyst for growth,” said Ross Walker, Managing Partner, Hawkins Way Capital. “We’re creating a model for approachable, lifestyle hotels that resonate with today’s travellers.”
Expanding the Series by Marriott™ Footprint
This U.S. launch follows Marriott’s founding deal with Concept Hospitality Private Limited in India, where The Fern Hotels & Resorts brand is set to affiliate with Series by Marriott™. The Fern portfolio includes 84 open properties and 31 pipeline deals, totalling 115 hotels and approximately 8,000 rooms.
With these developments, Series by Marriott is rapidly emerging as a flexible, globally scalable brand that bridges independent hotel character with Marriott’s trusted infrastructure.
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