On Thursday, the world’s largest hotel company announced that India will serve as the starting point for Series by Marriott. With this, the company has signed a foundational agreement with hotel management firm Concept Hospitality, known for its environment-focused Fern brand.

Marriott also confirmed a “small equity investment” in Concept Hospitality. On the amount being invested, Rajeev Menon, president, Asia Pacific excluding China, Marriott International, said at the press conference in Mumbai on Thursday: "Marriott does not plan to disclose the exact workings of the deal." However, this is a significant move for Marriott, which traditionally expands through management and franchise agreements rather than direct equity involvement.

This is also Marriott’s first direct investment in the Indian hotel sector, signaling a deeper shift in its strategy, where India is not just a growth market.