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marr – Image Credit Marriott International
Marriott International and Hawkins Way Capital have signed agreements to convert five properties to the Series by Marriott brand in key U.S. markets, including Miami, Santa Monica, San Francisco, Chicago, and San Diego.
Marriott International and Hawkins Way Capital have announced the signing of agreements to convert five properties to the Series by Marriott brand. These properties, currently operating under the FOUND Hotels brand, are located in Miami, Santa Monica, San Francisco, Chicago, and San Diego. The conversion marks the official debut of the Series by Marriott brand in the United States.
The properties are expected to transition to the Series by Marriott brand over the next year. The development is part of Marriott’s strategy to expand its offerings in urban and coastal markets across the U.S. The Series by Marriott brand was initially announced in May 2025 and is designed to offer personalized experiences that reflect the unique character of each destination.
Hawkins Way Capital is responsible for the development of these properties, while FCL Management will handle operations. The collaboration aims to align FOUND Hotels with the Series by Marriott brand, maintaining the unique identity of the FOUND Hotels while leveraging Marriott’s global reach and loyalty program.
The properties set to join the Series by Marriott brand include FOUND Miami Beach, FOUND Chicago, FOUND San Francisco Nob Hill, FOUND Santa Monica, and FOUND San Diego. This move follows Marriott’s previous announcement of a founding deal with Concept Hospitality Private Limited in India to affiliate The Ferns Brands with the Series by Marriott brand.
The Series by Marriott brand is part of Marriott’s broader strategy to offer regional owners conversion opportunities that provide access to global revenue and demand generation platforms while preserving each hotel’s unique identity. The brand aims to cater to travelers seeking accommodations that reflect the local character of their destinations.
