Marriott International and Hawkins Way Capital Announce Five Signed Agreements to Launch Series by Marriott™ in the United States

Rhea-AI Summary

Marriott International (NYSE:MAR) has announced signed agreements with Hawkins Way Capital to convert five FOUND Hotels properties to the Series by Marriott™ brand across key U.S. markets. The properties are located in Miami, Santa Monica, San Francisco, Chicago, and San Diego.

This marks the official U.S. debut of Series by Marriott™, the company's newest collection brand launched in May 2025. The properties will maintain their FOUND Hotels brand identity while joining the Marriott Bonvoy® loyalty program. The conversions are expected to complete over the next year, with the properties being operated by FCL Management.

This expansion follows Series by Marriott's founding deal with Concept Hospitality in India, which includes 84 open properties and 31 pipeline deals, totaling approximately 8,000 rooms.

Positive

• Strategic expansion into 5 key U.S. urban and coastal markets
• Properties will gain access to Marriott's global revenue and demand generation platforms
• Integration with Marriott Bonvoy loyalty program enhances value proposition
• Preserves existing brand identity while leveraging Marriott's infrastructure

Negative

• None.

News Market Reaction

-0.86%

1 alert

-0.86% News Effect

On the day this news was published, MAR declined 0.86%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Strategic Agreements Mark the Debut of Marriott's Newest Collection Brand in Key Urban and Coastal Markets Across the U.S.

BETHESDA, Md., Sept. 23, 2025 /PRNewswire/ -- Marriott International, Inc. and Hawkins Way Capital announce 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. Marking the brand's official debut in the country, these agreements reflect a significant milestone for Series by Marriott™ and reinforce Marriott's commitment to expanding regionally rooted, quality offerings in the Marriott Bonvoy^® portfolio.

Developed by Hawkins Way Capital and operated by FCL Management, the five properties currently operate under the FOUND Hotels brand and are expected to join the Series by Marriott™ brand portfolio over the course of the next year.

Announced in May 2025, Series by Marriott™ is the company's newest collection brand, designed to deliver a personalized experience that reflects the distinct character of each destination. Guests can expect reliable accommodations complete with all the essentials, providing the comfort they need to unwind and immerse themselves in the surrounding location.

"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," said Noah Silverman, Marriott International Global Development Officer, U.S. & Canada. "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."

"Our collaboration with Marriott is an exciting catalyst for Hawkins Way Capital and its FCL Management affiliate as we bolster our hospitality platform nationwide," said Ross Walker, Managing Partner, Hawkins Way Capital. "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. Together, we're fostering a model for approachable, local, lifestyle hotels that meet the needs of today's traveler in the country's most sought-after areas."

The independent FOUND Hotels brand perfectly embodies the spirit of Series by Marriott™, with design-led, select service hotels, catering to travelers eager to experience the world's most central locations. Upon affiliating with the Series by Marriott™ brand, the hotels will join the company's award-winning travel program, Marriott Bonvoy^®, while retaining the FOUND Hotels brand identity.

Hotels that are expected to join the Series by Marriott™ brand portfolio include:

• FOUND Miami Beach
• FOUND Chicago, IL
• FOUND San Francisco Nob Hill, CA
• FOUND Santa Monica, CA
• FOUND San Diego, CA

These signed agreements follow Marriott's announcement of Series by Marriott's founding deal with Concept Hospitality Private Limited in India to affiliate The Ferns Brands with Series by Marriott™. The Fern portfolio is currently comprised of 84 open properties and 31 executed pipeline deals, totaling 115 properties and approximately 8,000 rooms.

To learn more about Series by Marriott™, click here.

ABOUT MARRIOTT INTERNATIONAL
Marriott International, Inc. (Nasdaq: MAR) is based in Bethesda, Maryland, USA, and encompasses a portfolio of over 9,600 properties across more than 30 leading brands in 143 countries and territories. Marriott operates, franchises, and licenses hotel, residential, timeshare, and other lodging properties all around the world. The company offers Marriott Bonvoy^®, its highly awarded travel platform. For more information, please visit our website at www.marriott.com, and for the latest company news, visit www.marriottnewscenter.com. In addition, connect with us on Facebook and @MarriottIntl on X and Instagram.

Marriott encourages investors, the media, and others interested in the company to review and subscribe to the information Marriott posts on its investor relations website at www.marriott.com/investor or Marriott's news center website at www.marriottnewscenter.com, which may be material. The contents of these websites are not incorporated by reference into this press release or any report or document Marriott files with the U.S. Securities and Exchange Commission, and any references to the websites are intended to be inactive textual references only.

ABOUT HAWKINS WAY CAPITAL
Hawkins Way Capital is a fully vertically integrated real estate company with $3 billion of assets under management, focusing on value-add and opportunistic investments across various asset classes and geographies. The company seeks niche theses targeting attractive risk-adjusted returns, leveraging the principals' investing experience and extensive network to execute strategies that offer long-term value. www.hawkinsway.com

ABOUT FCL MANAGEMENT
FCL Management is an operator of high performing assets in select markets across the U.S., managing 6,000 beds across its portfolio. With the expertise of a hands-on team, the company works with leading hotel brands and academic institutions to create tailored solutions across its portfolio of hotels, multifamily residences and student housing. www.fclmgmt.com 

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SOURCE Marriott International, Inc.

FAQ

What are the 5 locations for Series by Marriott's U.S. debut?

Series by Marriott will debut in Miami, Santa Monica, San Francisco, Chicago, and San Diego through the conversion of existing FOUND Hotels properties.

When was Series by Marriott brand launched by Marriott International?

Series by Marriott was launched in May 2025 as Marriott International's newest collection brand.

How many properties does Series by Marriott have in its India pipeline?

In India, Series by Marriott has 84 open properties and 31 pipeline deals through its partnership with Concept Hospitality, totaling approximately 8,000 rooms.

Will FOUND Hotels maintain their brand identity after joining Series by Marriott?

Yes, the FOUND Hotels will retain their brand identity while joining the Marriott Bonvoy loyalty program and Series by Marriott portfolio.

When will the FOUND Hotels properties convert to Series by Marriott?

The properties are expected to convert to Series by Marriott over the course of the next year from September 2025.