Core Insights - Marriott International has signed agreements to convert five properties to its new Series by Marriott™ brand in major U.S. markets, marking the brand's official debut in the country [1][2][4] - The Series by Marriott™ brand aims to provide a personalized experience that reflects the unique character of each destination, catering to the growing demand for upscale collection brands [3][4] - The collaboration with Hawkins Way Capital allows for the preservation of the FOUND Hotels brand identity while leveraging Marriott's global reach and loyalty system [4][5] Company Developments - The five properties transitioning to the Series by Marriott™ brand are located in Miami, Santa Monica, San Francisco, Chicago, and San Diego, and are currently operating under the FOUND Hotels brand [1][2][7] - The Series by Marriott™ brand was announced in May 2025 and is designed to offer reliable accommodations with essential amenities for travelers [3][4] - The independent FOUND Hotels brand aligns with the spirit of Series by Marriott™, focusing on design-led, select service hotels in prime locations [4][5] Market Strategy - The launch of Series by Marriott™ is seen as a strategic move to meet the evolving interests of owners, franchisees, and guests, providing a conversion opportunity for regional owners [4] - The brand aims to foster a model for approachable, local lifestyle hotels that cater to modern travelers in sought-after areas [4][5] - Marriott's expansion strategy includes a recent founding deal with Concept Hospitality Private Limited in India, which will affiliate The Ferns Brands with Series by Marriott™, adding to its global portfolio [5]