Marriott to launch Series brand in US with five hotel conversions

BETHESDA, Md. - Marriott International, Inc. (NASDAQ:MAR), the $71.69 billion hospitality giant with impressive gross profit margins of 81.69%, and Hawkins Way Capital have signed agreements to convert five FOUND Hotels properties to the Series by Marriott brand across key U.S. markets, the company announced Tuesday. According to InvestingPro analysis, Marriott maintains a strong financial health rating while operating with moderate debt levels.

The properties in Miami, Santa Monica, San Francisco, Chicago, and San Diego will transition to the Series by Marriott brand over the next year while retaining their FOUND Hotels brand identity. The conversions mark the official U.S. debut of Marriott’s newest collection brand, which was first announced in May 2025. With revenue growth of 4.85% in the last twelve months, Marriott continues to expand its market presence strategically.

Series by Marriott is designed to offer regionally rooted accommodations that reflect the character of each destination while providing essential amenities. The brand aims to preserve each property’s unique identity while giving owners access to Marriott’s global revenue and demand generation platforms.

"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," said Noah Silverman, Marriott International Global Development Officer, U.S. & Canada, in a press release statement.

The five properties, developed by Hawkins Way Capital and operated by FCL Management, will join Marriott’s loyalty program, Marriott Bonvoy, upon conversion.

This U.S. expansion follows Marriott’s founding deal with Concept Hospitality Private Limited in India to affiliate The Ferns Brands with Series by Marriott. That portfolio includes 84 open properties and 31 pipeline deals, totaling approximately 8,000 rooms.

Marriott International currently operates a portfolio of over 9,600 properties across more than 30 brands in 143 countries and territories.

In other recent news, Marriott International reported its second-quarter 2025 financial results, surpassing both earnings and revenue expectations. The company achieved an EPS of $2.65, exceeding the forecast of $2.61, and reported revenue of $6.74 billion, surpassing the anticipated $6.65 billion. Additionally, the hotel chain declared a quarterly cash dividend of 67 cents per share, payable on September 30, 2025, and expanded its share repurchase program by authorizing an additional 25 million shares for buyback. Bernstein SocGen Group raised its price target for Marriott to $327, maintaining an Outperform rating, citing optimism about the company’s 2026 prospects. Meanwhile, Mizuho lowered its price target to $274 due to concerns about RevPAR, although it noted Marriott’s strong second-quarter EBITDA of $1.415 billion, which exceeded both its own and the Street’s estimates. These developments reflect a mix of positive financial performance and varied analyst perspectives on the company’s future outlook.

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