Over the past few years, major hotel companies have been launching new brands around the corner to expand travelers’ products.
Earlier this year, we learned from Marriott’s series of articles, a “way to bring strong, regionally-related brands and hotels to the Marriott portfolio.” It is touted as a way to get a lot of Bonvoy Pie with independent spirit and to get into the company’s hundreds of millions of loyalty members.
Just like Marriott’s autographed and luxurious collections, Marriott’s collection is a collection brand, meaning it may include a bunch of independent hotels with a local focus or often a boutique atmosphere.
Now, Marriott’s collection is finally heading to the U.S. through a partnership that will see the transformation of the Discovery Hotel (five properties owned by Hawkins Way Capital and managed by FCL Management) into the Marriott Properties series. The following five properties are located in the buzzing U.S. cities in the United States and will join the Marriott Hotel next year:
- Find the hotel, Miami Beach
- Discover Hotel, Chicago
- Discover Hotel in San Francisco, Nob Hill
- Hotels found in Santa Monica
- Find the San Diego Hotel
These promising hotels are stylish, efficient, and focus on providing accommodation rooted in the property’s local community. Some properties even offer community kitchens and co-working spaces that cater to the digital nomads on the journey.
Reward your inbox with TPG Daily Newsletter
Join over 700,000 readers for breaking news, in-depth guides and exclusive deals from TPG experts
“By keeping Marriott’s Series Consing hotels aligned, we are retaining the brand’s unique identity while leveraging Marriott’s global reach and cherishing loyalty systems,” said Ross Walker, managing partner at Hawkins Way Capital, in a statement. “Together, we are developing a model of approachable, local lifestyle hotels that meet the needs of today’s travelers in today’s most popular areas.”
In recent years, hotels cater to the exquisite lifestyle, often young travelers focusing on destinations are the area and center of hotel brands. Just this year, Marriott snatched Dutch brand citizens, where compact rooms and ambience lounge spaces are popular among travelers. When you read this information, these hotels are making reservations with the Bonvoy point of Marriott.
Hyatt has also announced a similar new collection brand, with Hyatt having no scripts in the first half of 2025. Hyatt says no script provides “a flexible, collected approach, each attribute reflects its own identity and local flavor, but still has no doubt about quality and care.” Sounds familiar? This is all another way to illustrate independent hotels with popular loyalty programs.
But this should be good news for travelers looking to earn and burn points. These brands are easy and cheap, can be converted to owners, and often sign paperwork more and provide hotels with homes that form a powerful booking engine for loyalty programs.
Given the high cost of building a new hotel or converting to a well-known brand that may require massive changes to the property, it is hoped to see more independent chains like found into loyalty actions.
So far, Marriott’s series has signed agreements to bring several hotels in India (ferns, ferns inhabited and fern habitats) to the Bonvoy ecosystem. But it’s certain that there’s more work.
Bottom line
Five independent boutique hotels across the United States will soon join the Marriott Hotel as part of the new collection brand Marriott series. While these lifestyle hotels can be booked through loyalty programs, this is another strong signal that more independent brands are picky and have access to members’ heavy loyalty programs. As we have seen, having more hotels can make money and burn points is a win.
Related readings:
