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Marriott and Hawkins Way Capital to launch Series by Marriott in U.S.

Marriott International Inc. and Hawkins Way Capital have signed agreements to convert five properties to the Series by Marriott brand in U.S. markets, including Miami, Santa Monica, San Francisco, Chicago, and San Diego, the first for the brands in the States.
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.”
“The launch of Series by Marriott in the U.S. 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, global development officer, U.S. &Canada, Marriott International. “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.”
Ross Walker, managing partner, Hawkins Way Capital, added, “Our collaboration with Marriott is an exciting catalyst for Hawkins Way Capital and its FCL Management affiliate as we bolster our hospitality platform nationwide. 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,” according to the companies. Upon affiliating with the brand, the hotels will join Marriott Bonvoy, while retaining the FOUND Hotels brand identity.
Hotels that are expected to join the brand portfolio include:
FOUND Miami Beach
FOUND Chicago
FOUND San Francisco Nob Hill, CA
FOUND Santa Monica, CA
FOUND San Diego
The post Marriott and Hawkins Way Capital to launch Series by Marriott in U.S. appeared first on hotelbusiness.com.
Source: hotelbusiness.com

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