Marriott International Teams Up with Hawkins Way Capital to Launch Series by Marriott™ in the U.S.
1. A Major Milestone in Hospitality
In a significant development for the American hospitality industry, Marriott International, Inc. has announced signed agreements with Hawkins Way Capital to convert five properties into the Series by Marriott™ brand. This marks the official debut of the Series by Marriott™ brand in the United States, further solidifying Marriott's commitment to expanding its offerings within the Marriott Bonvoy® portfolio.
2. Key Locations for Transformation
The properties slated for conversion are strategically located in prominent U.S. markets, including:
- FOUND Miami Beach
- FOUND Chicago, IL
- FOUND San Francisco Nob Hill, CA
- FOUND Santa Monica, CA
- FOUND San Diego, CA
These properties are currently operating under the FOUND Hotels brand and are expected to transition into the Series by Marriott™ brand portfolio over the next year, enhancing Marriott's presence in these key regions.
3. The Vision Behind Series by Marriott™
Launched in May 2025, Series by Marriott™ is designed to provide a personalized experience that reflects the unique character of each destination. Guests can expect reliable accommodations that offer the essentials needed to unwind and fully immerse themselves in the local culture.
Noah Silverman, Marriott International's Global Development Officer for U.S. & Canada, expressed enthusiasm about the brand's launch, stating, "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." He emphasized that the Series by Marriott™ brand aims to meet the evolving interests of owners, franchisees, and guests alike.
4. Collaboration with Hawkins Way Capital
Ross Walker, Managing Partner at Hawkins Way Capital, highlighted the collaboration as a significant opportunity for both companies. "Our collaboration with Marriott is an exciting catalyst for Hawkins Way Capital and its FCL Management affiliate as we bolster our hospitality platform nationwide," he stated. The partnership aims to preserve the unique identity of the FOUND Hotels brand while leveraging Marriott's extensive global reach and loyalty system.
5. A New Model for Travelers
The Series by Marriott™ brand aims to provide a model for approachable, locally-inspired lifestyle hotels that cater to the needs of modern travelers. The independent FOUND Hotels brand aligns perfectly with the vision of Series by Marriott™, focusing on design-led, select-service hotels located in some of the world's most sought-after destinations.
6. Expanding Internationally
The announcement also follows Marriott's recent international expansion efforts, including a founding deal with Concept Hospitality Private Limited in India to affiliate The Ferns Brands with Series by Marriott™. The Fern portfolio currently comprises 84 open properties and 31 executed pipeline deals, totaling 115 properties and approximately 8,000 rooms.
7. Conclusion
Marriott International's collaboration with Hawkins Way Capital to launch Series by Marriott™ in the U.S. represents a strategic move to enhance its portfolio and meet the growing demand for upscale collection brands. As these five properties transition into the Series by Marriott™ brand, they will not only join the award-winning Marriott Bonvoy® travel program but also retain their unique brand identity, providing guests with authentic experiences in some of the most desirable locations in the country.
