Marriott International has officially opened the first two U.S. properties under its new Series by Marriott collection brand, marking a strategic move to expand its footprint in the boutique hotel space. The openings come through a partnership with developer Hawkins Way Capital, which converted two existing Found Hotels in Miami Beach, Florida, and Santa Monica, California, into the new Series flag.
A Collection Brand for Character and Local Identity
Launched earlier in 2024, Series by Marriott was created to bring independent, regionally unique hotels under the Marriott umbrella while allowing them to preserve their distinctive identities. This blend offers guests the personality of boutique hospitality with the advantages of Marriott’s global infrastructure, sales network, and popular Bonvoy rewards program.
The First Series by Marriott Hotels
The first new addition, Series Miami Beach, opened on November 10 following extensive updates, including refreshed interiors, upgraded technology, and a redesigned dining venue—Bar Luca—which now connects the pool terrace and lobby.
Shortly after, Series Santa Monica opened with enhanced guest rooms and communal areas, new signage, improved building systems, and updated food and beverage experiences at its signature restaurant, Cliffdiver. Both properties are managed by FCL Management.
More Locations on the Way
The Miami Beach and Santa Monica hotels are only the beginning. The partnership between Marriott and Hawkins Way Capital will soon introduce additional Series properties across major urban and coastal destinations, including:
- Chicago
- San Francisco
- San Diego
- Santa Barbara
These developments align with Marriott’s continued focus on the growing collection-brand segment. In recent months, the company also unveiled the Outdoor Collection by Marriott Bonvoy, designed for nontraditional, nature-immersive accommodations. Competitors such as Hilton and Wyndham have launched similar brand concepts, demonstrating the accelerating demand for flexible, lifestyle-driven hospitality models.
A New Chapter for Boutique Hospitality
The launch of Series by Marriott represents Marriott’s commitment to boutique travelers seeking authentic, destination-driven stays without giving up the reliability of a global brand. With multiple U.S. openings in the pipeline, the new brand promises to shape a fresh era of stylish, localized hospitality—where unique character meets international consistency.