In a major hospitality alliance in recent history, Marriott International has partnered with CG Hospitality and Fern Hotels to transform the midscale and upper midscale space in India. At the centre of this union is Marriott’s new “Series by Marriott”, a soft brand that seeks to provide depth and versatility in a rapidly expanding market.
Legacy Meets Opportunity
Fern Hotels, founded nearly 30 years ago, has evolved into a respected name in India’s midscale-upscale segment. Suhail Kannampilly now continues the vision of his father, Param Kannampilly, who laid the foundation for a values-driven, eco-conscious brand.
“Fern has evolved over the past 30 years into a brand which is quite known throughout the country in the mid segment to upper segment,” said Rajeev Menon, President, Asia Pacific (excluding Greater China), Marriott International.
He further added, “They have very well established founding values and principles, eco focus being one of them. It is, currently, supported over the past 10 odd years, by CG Corporation.”
With the strong financial and operational support of CG Hospitality, Fern was not looking for money—but for the appropriate strategic growth partner. For Marriott, that made it an attractive plug-and-play deal.
Instead of creating a midscale brand from scratch, Marriott knew that Fern had done it for them three decades ago. This made for the perfect synergy.
A Global Launch, Rooted in India
The alliance also represents a worldwide launch for Marriott’s “Series” soft brand — a malleable branding platform between mid-scale and upscale tiers.
“We’re doing a global launch of the brand,” said Menon. “India’s importance also led us to consider opening a brand which is now going to essentially be up for grabs across the world.”
India’s Hospitality Boom: Driven by Infrastructure and Desire
Menon thinks India’s hospitality growth story is only beginning, driven by infrastructure spending, a growing middle class, and changing consumer desires.
“India’s shining. And that’s being fueled by the huge level of infrastructure investment the government keeps pumping in. People are getting richer. Their desire to spend, to align with brands, increases.”
He went on to say that India’s hospitality culture is a great place to leverage from: “India has had tradition of great hospitality all along, so we’re just capitalizing on it.”
The Wellness Opportunity
Another target area for Marriott and CG Hospitality is well-being tourism. Their collaboration on The Farm, a high-end well-being resort in the Philippines, is within Marriott’s Autograph Collection — a concept they might roll out internationally.
“Industry of wellness is going to be a $6 trillion industry… That’s why with Rahul and his family, we joined hands in Philippines… The Farm is one of the best-known brands of Southeast Asia.”
And yes, that business model may come to India.
“That’s the dream,” he replied, on being questioned about bringing that wellness model to Indian shores.
A Defining Moment for India’s Hospitality Landscape
Through this strategic partnership, Marriott not only deepened its presence in India but also announced a greater global ambition — to be a leader in spaces where growth is imminent. Fern contributes legacy, CG adds depth, and Marriott contributes global reach and scale. All three together are set to mould the Indian hospitality future — and perhaps redefine the way the world looks at Indian brands.
