Marriott chose India as launchpad for ‘Series by Marriott,’ Rahul Chaudhary calls it a landmark moment in India’s growth story.
Lipla Negi
It was intended to be a bold, calculated move—and it proved to be one. When Marriott International announced the global launch of its new collection brand for the midscale and upscale lodging segments—Series by Marriott™, Rahul Chaudhary, Managing Director, CG Corp Global and CG Hospitality Global, knew they had landed a game-changer. He shared, “Someone had to take the plunge and the fact that it came from a large regional player, in partnership with a global name, makes this a powerful and strategic move. It signals a clear recognition of the opportunity that exists in India and this part of the world.”
Under the strategic agreement between Concept Hospitality Private Limited (CHPL) and Marriott, CHPL’s flagship brands—The Fern, The Fern Residency and The Fern Habitat, will affiliate exclusively with Series by Marriott across India. Additionally, Marriott will make a small equity investment in CHPL.
The Fern portfolio currently comprises 84 operational properties and 31 in the pipeline, totalling 115 properties and approximately 8,000 rooms. CG Hospitality, the hospitality arm of the multi-national conglomerate CG Corp Global, holds a majority stake in CHPL. “We were a brand operating under the radar,” he said, a factor that proved instrumental in sealing the deal.
The COVID pivot
As the demand for tourism peaked post-COVID, India’s hospitality landscape witnessed an unprecedented business boom. According to Chaudhary, the India growth story is underpinned by two key drivers—improving infrastructure and a rapidly expanding aspirational middle class. This, in turn, widened the playing field for mid-segment hotels.
“As a group, we have always believed that India’s mid-market hotel segment—driven by its large and growing middle class—is among the most buoyant in the world,” he noted. That belief was further reinforced by the sector’s post-COVID rebound, when inbound tourism declined sharply, but the domestic market remained remarkably resilient. Crediting this revival to the middle class of India, he highlighted, “It not only aspires and seeks luxury experiences and is willing to pay premium rates for them but is also increasingly ready to spend more on quality mid-market properties. We have seen clear growth and momentum in this segment.”
Unlocking opportunities
In the hospitality business, long-term resilience and the patience to seize the right opportunity often determine lasting success. For CG Corp Global, holding a majority stake in CHPL has proven to be a reward worth the wait. The mid-market segment they backed early on has emerged as the dark horse of the industry.Chaudhary shared, “At CG Hospitality, we recognised the potential of this space as early as 2005–06. We began exploring investments in select land parcels across India. Unfortunately, many of those early efforts did not materialise as we had expected, largely due to excessive red tape and bureaucracy. By the time approvals came through, project models had shifted or become unviable.” However, the brand remained engaged with the Indian hospitality landscape. “When we acquired a majority stake in Fern Hotels in 2014, the portfolio included around 20 operational hotels and 12 in the pipeline. Today, that number has grown to 120 operational hotels with 40 more in the pipeline,” he highlighted how the long-term investment aligned perfectly with their commitment to mid-market segment.
Fast forward to 2025 and ‘The Fern” emerged as the perfect fit for Marriott International’s vision to reach value-conscious travellers through a new, regional collection, ‘Series by Marriott.’ The brand not only enhances Marriott’s presence in the mid-market space but also offers an expanded range of options for Marriott Bonvoy members, while opening up more affiliation opportunities for local owners.
Bold moves
With the robust infrastructure development across the country, Chaudhary sees strong potential not just in tier II cities, but also in tier III districts across India. Fuelled by rising industrial activity and growing consumer spending power, these areas are becoming increasingly attractive to hospitality stakeholders. “The growth of any region typically begins with mid-market offerings. As the fundamentals of the area improve, luxury eventually follows,” he confirmed.
Chaudhary is confident that the new partnership will help accelerate the expansion further. “Our next goal is clear: 500 properties under The Fern brand and 650 under CG Hospitality as a whole,” he shared.
CG Hospitality currently has a total of 185 hotels. Out of this, its subsidiary, Concept Hospitality, currently operates around 120 hotels, and they are also planning to roll out another 40 hotels. “From the 40-pipeline properties, approximately 15 are expected to go live within this year alone. It is important to note that this pipeline is rolling—we are signing deals continuously as well as expanding aggressively within the framework of our brand,” he informed.
Strategic expansion
With just 25 years in the hospitality sector, Chaudhary asserted that the brand has grown to a portfolio of 195 properties across 12 countries with 12,000 keys, adding, “That is no small feat by any measure.”
However, the expansion is not just about numbers, it is also about tapping into India’s vast geographical potential. “There are almost 750 districts in India, and we have only tapped close to 90,” he underlined. This year, The Fern will continue to be a key focus, with plans to open 25 to 30 hotels and also scaling up its ambition to open 50 to 70 hotels annually. “With the combined strength and capabilities of our partnership and the brands involved, we are confident in our ability to achieve this growth,” he said.
The momentum is already visible. “Just after the announcement, my partner Suhail Kannampilly, Managing Director, Concept Hospitality, informed me that we have signed our first deal in Gwalior. That is how fast things are moving,” he opined. Chaudhary’s conviction reflects the group’s entrepreneurial spirit. To him, “Money is never the problem, capital follows clarity. If you will deploy it wisely, it will create value and deliver growth.”
“Regional player, in partnership with a global name, makes this a powerful and strategic move.”
“The expansion is not just about numbers, it is also about tapping into India’s vast geographical potential.”
