Marriott Launches New Series Hotel Brand

Marriott International is launching a new collection brand, “Series,” designed to cater to the growing demand for midscale extended-stay lodging. This strategic move aims to address a significant gap in the market by offering a consistent and reliable experience for travelers seeking longer-term accommodations without sacrificing quality or brand recognition. Series will provide franchise owners with a compelling new option within the Marriott portfolio, leveraging the company’s powerful distribution channels and loyalty program, Marriott Bonvoy.

The brand will focus on functionality and value, offering practical amenities and streamlined services tailored to the needs of extended-stay guests. Expect comfortable, well-equipped suites with kitchens, flexible workspaces, and on-site laundry facilities. The design will emphasize efficiency and ease of use, creating a welcoming and productive environment for both business and leisure travelers. Marriott envisions the Series brand attracting a broad range of guests, including project teams, relocating employees, and families needing temporary housing.

By entering the midscale extended-stay segment, Marriott is capitalizing on a market that has demonstrated resilience and growth, even amidst economic uncertainty. The company plans to rapidly expand the Series brand through franchising, offering developers a cost-effective build with access to Marriott’s vast network and operational expertise. This addition will complement Marriott’s existing extended-stay offerings, solidifying its position as a leader in the segment and providing more choices for travelers seeking a home away from home. The new brand promises to deliver reliable quality, consistent standards, and the benefits of Marriott Bonvoy, creating a compelling value proposition for both guests and franchise partners. This launch signifies Marriott’s commitment to innovation and meeting the evolving needs of the modern traveler.

Key Points:

• New Brand: Marriott unveils "Series," a new midscale extended-stay collection brand.
• Target Market: Focuses on extended-stay travelers, including project teams, relocating employees, and families.
• Amenities: Features comfortable suites with kitchens, flexible workspaces, and on-site laundry.
• Distribution: Leverages Marriott’s distribution channels and Marriott Bonvoy loyalty program.
• Franchise Model: Plans for rapid expansion through franchising, offering cost-effective build options.

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