Marriott International and CG Hospitality Global have signed a strategic agreement to introduce Series by Marriott in Greater China, with plans to jointly develop approximately 100 hotels over the next 10 years. The agreement represents a significant expansion of Marriott’s footprint in one of the world’s largest and fastest-evolving hospitality markets, while also deepening an already substantial collaborative relationship between the two companies that spans multiple regions and hotel brands.
First Four Hotels Set to Open by Year-End 2026
The partnership’s initial phase is already well underway, with the first four hotels expected to open by the end of 2026. These properties will begin with selected Arro Khampa boutique resorts in Southwest China joining the Series by Marriott portfolio. Located in Southwest China, Arro Khampa is renowned for its distinctive architectural style and rich local cultural heritage, making it a particularly fitting launch partner for a brand built explicitly around preserving local identity within a globally recognised hospitality framework.
Importantly, these first four hotels will retain their unique brand identity and local character while participating in the Marriott Bonvoy loyalty programme and global distribution systems, offering guests what the companies describe as a seamless blend of local charm and internationally recognised hospitality standards.
Leadership Perspectives on the Partnership
Yibing Mao, President, Greater China, Marriott International, outlined the strategic rationale behind introducing this particular brand to the market. “As a new collection brand, Series by Marriott will broaden our reach among value-conscious travellers, provide additional choice for Marriott Bonvoy members and guests, and create new affiliation opportunities for regional hotel groups and owners,” Mao said. “With a commitment to delivering accommodations in the right place and at the right price with the basics done well, we believe the brand is well-positioned to meet evolving traveller needs while accelerating Marriott’s growth across Greater China.”
Rahul Chaudhary, Chief Executive Officer and Managing Director of CG Hospitality Global, framed the agreement as a significant milestone in the company’s broader growth trajectory. “Introducing Series by Marriott to Greater China marks an important milestone in that journey and reflects our confidence in the long-term potential of this market,” Chaudhary said. “Together, we look forward to expanding our reach across the region, celebrating local character and culture, and delivering exceptional experiences that resonate with guests and communities alike.”
What Is Series by Marriott?
Globally announced in May 2025, Series by Marriott is its new global collection brand spanning the select-service segment of the hospitality industry. Built around the vision of “Regionally Created, Globally Connected,” the brand is specifically designed to deliver a simple, approachable experience for travellers, with a strong focus on fundamentals and well-executed basics, all while preserving local identity. Hotels joining the portfolio are expected to feature modern, comfortable accommodations with essentials delivered well for a seamless guest experience, combined with locally inspired design that reflects cultural cues and neighbourhood aesthetics specific to each property’s location.
A Strategic Fit for China’s Booming Select-Service Segment
Gavin Yu, Chief Development Officer, Greater China, Marriott International, explained the timing and strategic logic behind the brand’s introduction to the Chinese market. “Select service is one of the fastest-growing segments in China today, creating demand for flexible, efficient and systematic solutions to support growth,” Yu said. “The introduction of Series by Marriott to the region is a strategic step in response to these market trends and owners’ needs.”
Yu further elaborated on the brand’s intended positioning within its broader portfolio strategy. “Series by Marriott will primarily serve as a conversion-friendly brand in its select-service portfolio, creating new growth avenues in the select-service segment,” he said. “Backed by Marriott’s operational excellence, global distribution system, and best-in-class loyalty program, the brand provides more opportunities for local hotel groups and owners across Greater China to optimise the value of existing hotel assets and accelerate long-term growth.”
A Multi-Year, Multi-Region Partnership History
This latest agreement builds upon a substantial collaborative relationship between Marriott International and CG Hospitality Global that dates back to 2024, spanning multiple hospitality projects across Asia and the Middle East. The relationship began with The Farm at San Benito in the Philippines under Autograph Collection Hotels, followed by an agreement in India that coincided with the global debut of Series by Marriott, eventually bringing more than 115 Fern Hotels & Resorts, representing over 8,000 rooms, under the brand’s umbrella.
Since then, the partnership has expanded further to include projects such as JW Marriott Residences in Dubai, Ritz-Carlton and Westin properties in Nepal, JW Marriott in India, and now Arro Khampa, Series by Marriott in China. This expanding footprint illustrates a deepening and increasingly diversified relationship between the two companies across multiple brands, regions, and market segments.
CG Hospitality’s Growing Role in Nepal’s Tourism Sector
Notably, CG Hospitality has also been actively contributing to the growth of Nepal’s tourism sector through major hospitality projects and upcoming developments, including its involvement in bringing Ritz-Carlton and Westin properties to the country. This Nepal-focused activity situates the company’s Greater China expansion within a broader pattern of CG Hospitality positioning itself as a significant regional player across South Asia and Asia more broadly, rather than confining its ambitions to any single market.
Series by Marriott’s Current Global Footprint
As of Q1 2026, Series by Marriott has 55 open hotels globally, with a further 37 properties currently in the pipeline across multiple destinations. The addition of the Greater China market, with its ambitious target of approximately 100 hotels over the coming decade, represents a substantial expansion of this pipeline and signals its confidence in the brand’s potential to scale rapidly within one of the world’s largest hospitality markets.
