Marriott International, Inc. is set to introduce its newest collection brand, Series by Marriott™, to the United States with the conversion of five existing FOUND Hotels properties in Miami, Santa Monica, San Francisco, Chicago, and San Diego. The move, announced in partnership with Hawkins Way Capital, marks a milestone for the brand and underscores Marriott’s strategy of expanding regionally rooted, design-led accommodations within the Marriott Bonvoy® portfolio.
Developed by Hawkins Way Capital and managed by its affiliate FCL Management, the five FOUND Hotels are expected to transition to Series by Marriott over the next year. While aligning with Marriott’s global distribution network and loyalty program, the properties will retain the FOUND identity—reflecting Series’ positioning as a collection brand that preserves each hotel’s local character.
Launched in May 2025, Series by Marriott is designed to offer dependable, design-forward stays that connect travelers with the surrounding destination. For owners and franchisees, the brand provides a flexible conversion platform paired with access to Marriott’s global reach.
“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, Global Development Officer, U.S. & Canada, Marriott International. “Series by Marriott is designed to offer owners a conversion opportunity that provides access to global revenue and demand platforms, while preserving each hotel’s unique brand identity.”
Ross Walker, Managing Partner at Hawkins Way Capital, added: “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 five U.S. hotels joining Series by Marriott include:
FOUND Miami Beach
FOUND Chicago, IL
FOUND San Francisco Nob Hill, CA
FOUND Santa Monica, CA
FOUND San Diego, CA
This U.S. debut follows Marriott’s founding Series by Marriott agreement with Concept Hospitality in India to affiliate The Fern Hotels & Resorts portfolio. That deal added 84 open hotels and 31 pipeline properties to the new brand, cementing Series’ early global footprint.
With its dual emphasis on local authenticity and the backing of Marriott’s loyalty and distribution power, Series by Marriott is positioned to capture growing demand for design-led, lifestyle-focused accommodations—providing travelers a consistent yet distinct experience in some of the world’s most dynamic destinations.
