Marriott, CG Hospitality to launch new hotel brand with major India deal

Marriott International has entered a strategic partnership with CG Hospitality Global, the hospitality arm of CG Corp Global, to launch a new hotel brand, Series by Marriott, targeting midscale and upscale segments. 

The collaboration will integrate The Fern portfolio—one of India’s leading eco-sensitive hotel chains—into Marriott’s global network, in what is seen as one of the largest multi-unit transactions in the country’s hospitality sector.

Under the agreement, Marriott will make a strategic equity investment in Concept Hospitality Pvt. Ltd. (CHPL), the hotel management company majority-owned by CG Hospitality. The deal will bring up to 84 Fern-branded hotels and around 6,000 rooms into Marriott’s India portfolio. CHPL currently manages over 120 hotels in 90 cities with 40 more in the pipeline.

Marriott International Inc. for Asia Pacific president Rajeev Menon (center) leads the signing of agreement which formalizes the collaboration to expand The Fern brand and debut Series by Marriott in India

The Fern, The Fern Residency, and The Fern Habitat brands will continue to operate under their existing names but will benefit from Marriott’s global distribution systems, digital infrastructure, and access to its 237-million-member Bonvoy loyalty program.

“Creating a new, regional collection brand will further Marriott’s reach among value-conscious travelers,” said Marriott CEO Anthony Capuano. “This deal will help meaningfully expand Marriott’s position in India, a key growth market.”

As part of the partnership, Marriott and CG Hospitality also plan to expand The Fern’s footprint to 500 hotels by 2030. CG Hospitality, which operates 195 hotels and resorts in 127 destinations across 12 countries, said the partnership aligns with its goal of making Fern the largest brand in India’s mid-market segment.

Executives from Marriott International and CG Hospitality seal their partnership during a signing event held on May 22

The agreement also includes the integration of The Farm at San Benito, a wellness resort in Batangas, Philippines, into the Marriott Autograph Collection by the third quarter of 2025. This will mark the debut of the Autograph Collection in the country. 

The resort specializes in holistic medical wellness programs and has received more than 100 international awards, including recognition as the world’s best medical wellness resort by SENSES Germany.

“This strategic collaboration represents more than just portfolio expansion—it’s about redefining the mid-market hospitality space,” said Rahul Chaudhary, CEO of CG Hospitality. “We believe in regionally rooted brands with global potential, and this partnership enables us to take The Fern to new markets while strengthening India’s hospitality infrastructure.”

CG Corp Global is Nepal’s first and only multi-billion-dollar conglomerate, with interests in FMCG, real estate, banking, power, and telecom across 32 countries. Its hospitality arm has joint ventures with brands such as Taj, Jetwing, Radisson, Hilton, and Fairmont, with plans to expand to 650 hotels and 30,000 keys by 2027.

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