Mumbai (Commonwealth Union)_ Marriott International is preparing for a major expansion in India, a market it now sees as one of its strongest growth engines worldwide. The company announced the global launch of its new midscale brand, Series by Marriott, with India chosen as the first market through a partnership with The Fern Hotels & Resorts. Under the first phase of this collaboration, 26 hotels across 23 cities will join Marriott’s network, adding more than 1,900 rooms to its India portfolio. Marriott said the move marks a key step in the brand’s global rollout and underlines the growing importance of India within the company’s long-term strategy.
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This new launch brings the Series by Marriott to the Asia-Pacific region (excluding China). The expansion is being carried out in association with Concept Hospitality, which operates The Fern Hotels & Resorts. Kiran Andicot, Senior Vice President for South Asia at Marriott International, said the collaboration gives the brand a strong start in a market that is rapidly evolving. According to Andicot, India’s fast-growing domestic travel segment and rising demand for reliable, affordable stays make it an ideal place to debut the new brand. He added that the 26 hotels being introduced now represent only the beginning, with more than 100 additional openings planned over the next year.
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The rapid pace of development reflects Marriott’s confidence in India’s expanding hospitality industry. Rajeev Menon, Marriott’s President for Asia Pacific (excluding China), said that India is on track to become the company’s third-largest market globally within the next two to three years. At present, Marriott’s largest market is the United States, followed by China. Other major markets include Canada, Mexico and India. Marriott currently operates 187 hotels in India, with more than 200 additional properties in the pipeline. Together, its operational hotels offer over 33,000 rooms, making Marriott the largest hotel chain in India by room count. Menon said the company expects that figure to rise to more than 60,000 rooms over the next five years.
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The growth of the domestic traveler has played a major role in reshaping the country’s hospitality landscape. Menon noted that in 2007–2008, as much as 70% of the guests at Marriott properties in India were foreigners. Today, that trend has reversed, with Indians accounting for roughly 80% of hotel stays. Rising incomes, more frequent holidays, and a growing appetite for travel have all contributed to this shift. He also pointed out another important trend: the rise of Indian hospitality professionals globally. Two decades ago, senior roles in major Indian hotels were often held by expatriates.
Today, that has changed dramatically, with Indian managers and chefs leading properties not just at home but across the world. Menon described this as evidence that hospitality has become “the new IT” for India, an industry producing skilled workers who are now in demand worldwide. This influence is especially visible in the United States, where about 60% of hotels are owned by Indian-origin Americans, many of them with roots in Gujarat. Menon said some of these owners are now investing back in India, encouraged by the sector’s strong prospects.
Marriott is also drawing inspiration from the motel culture developed by many Gujarati-American hoteliers along US highways. In India, a similar trend is emerging in the form of “urban resorts” built just outside major cities. Improved highways and airport infrastructure have made weekend travel far easier, and more Indians are now taking short breaks or multi-day pilgrimages instead of quick day trips. Menon said India will continue to play a major role in Marriott’s global strategy for decades. The company is not only expanding its footprint in the country but is also tailoring its international hotels to the needs of Indian travelers, especially in destinations popular with tourists from India. This includes adapting food and beverage options and other services to make Indian guests feel more at home.
