As we dive into the evolving landscape of the hospitality industry, I’m thrilled to sit down with Katarina Railko, a seasoned expert in travel and tourism with a deep understanding of industry trends and branding strategies. With her extensive background in entertainment and events, as well as her passion for expos and conferences, Katarina offers a unique perspective on how major hotel chains like Marriott are adapting to changing traveler demands and market dynamics. Today, we’ll explore Marriott’s latest venture with the launch of the Series by Marriott brand in the U.S., discussing what sets this collection apart, the strategic decisions behind its rollout, and the broader implications for hotel owners and guests alike.
Can you walk us through what might have inspired Marriott to introduce the Series by Marriott brand to the U.S. market at this particular moment?
I think Marriott’s decision to launch Series by Marriott in the U.S. right now is a direct response to a growing appetite for unique, upscale experiences among travelers. There’s a clear trend toward seeking out hotels that offer a strong sense of place—properties that feel connected to their local culture and environment. At the same time, the hospitality industry is grappling with economic pressures like rising construction costs, which make conversions of existing properties more appealing than new builds. Marriott seems to be capitalizing on these dynamics by offering a brand that balances individuality with the benefits of a global network. The timing also aligns with a post-pandemic shift where travelers are prioritizing meaningful, destination-driven stays over cookie-cutter experiences.
How does Series by Marriott carve out its own space among the other brands in Marriott’s extensive portfolio?
What makes Series by Marriott stand out is its focus on midscale to upscale properties that retain a distinct, regional identity while still being tied to Marriott’s powerful systems. Unlike some of their more standardized brands, this collection is all about celebrating the unique character of each hotel. For guests, it promises an authentic, design-forward experience that feels local, yet comes with the reliability and rewards of a global brand. For owners, it offers flexibility—they can maintain their property’s personality while gaining access to Marriott’s distribution channels and loyalty program, which is a huge draw in a competitive market.
Why do you think Marriott chose key urban and coastal markets like Chicago, Miami, and parts of California for the initial rollout of this brand?
These locations are strategic because they’re high-demand markets with diverse traveler profiles—think business travelers, leisure seekers, and cultural enthusiasts. Cities like Chicago and Miami, or coastal spots like Santa Monica, already have a strong identity and attract guests who value experiences over just a place to sleep. These areas are perfect for testing a brand that emphasizes local character and design because they naturally draw people looking for something unique. Plus, these markets often set trends for the rest of the country, so success here could signal where Marriott takes the brand next.
How does Series by Marriott manage to preserve the unique, local identity of its properties while still fitting under the umbrella of a global brand?
It’s a delicate balance, but Marriott seems to approach this by allowing properties to maintain their individual branding and vibe—think of how the Found Hotels will keep their distinct style. The focus is on integrating these hotels into the Marriott ecosystem through backend support like global booking platforms and the Bonvoy loyalty program, without overwriting their local flavor. This means guests can enjoy a boutique feel with the added perks of earning points or expecting a certain level of service consistency. It’s about enhancing, not erasing, what makes each property special.
There’s been talk about the rising cost of new hotel construction driving interest in conversion-friendly brands. Can you elaborate on how this trend is shaping the industry?
Absolutely. Building a hotel from the ground up has become incredibly expensive due to factors like labor shortages, supply chain issues, and inflated material costs. For many owners, it’s just not feasible to take on that financial risk, especially in uncertain economic times. Conversion brands like Series by Marriott offer a smarter alternative—owners can refresh an existing property with less capital and still tap into a major brand’s marketing and customer base. It’s a win-win because it reduces upfront investment while allowing owners to stay competitive in a market where guests are demanding more personalized experiences.
What kinds of transformations can we expect for the five Found Hotels as they transition into the Series by Marriott portfolio?
From what I’ve gathered, the changes will vary depending on the property. Some might only need minor updates—think refreshed signage or small design tweaks to align with Marriott’s standards—while others could see more significant operational shifts, like staff training or tech upgrades to integrate with Marriott’s systems. The goal isn’t to overhaul their identity but to ensure they meet the brand’s quality benchmarks while keeping their boutique charm intact. I’d expect most of these transitions to happen fairly quickly, potentially within the next year for some locations, to capitalize on current market demand.
Looking ahead, what’s your forecast for the future of collection brands like Series by Marriott in the U.S. hospitality landscape?
I’m really optimistic about the growth of collection brands in the U.S. They’re filling a crucial gap for travelers who want something different from the standard chain hotel but still crave the trust and benefits of a big brand. With economic pressures continuing to push owners toward conversions rather than new builds, I see brands like Series by Marriott expanding rapidly, especially in secondary cities where there’s untapped potential for unique, locally inspired hotels. The challenge will be maintaining that balance of individuality and consistency as the portfolio grows, but if done right, this could redefine how we think about upscale travel in the coming years.
