Five Found Hotels locations will join Series by Marriott in US expansion

Ross Walker, managing partner at Hawkins Way Capital, said: "By aligning FOUND Hotels with Series by Marriott, we're preserving the brand's unique identity while leveraging Marriott's global reach and valued loyalty system. Together, we're fostering a model for approachable, local, lifestyle hotels that meet the needs of today's traveler in the country's most sought-after areas."

The trend toward lifestyle-focused hotels has become prominent among large hospitality companies. In 2025, Marriott also acquired Dutch brand CitizenM; these properties are known for compact rooms and social lounge spaces and are being integrated into the Bonvoy points program.

Hyatt introduced a comparable collection called Unscripted by Hyatt earlier this year. According to Hyatt’s announcement, Unscripted offers “a flexible, collection-style approach where each property reflects its own identity and local flavor yet remains unmistakably Hyatt in quality and care.” This mirrors industry efforts to bring more independent hotels under major loyalty programs.

For hotel owners, joining these collection brands is often less costly than building new properties or undergoing extensive renovations required by traditional brands. This ease of conversion makes such partnerships attractive for independent operators seeking broader exposure through established booking engines.

Internationally, Series by Marriott has signed agreements with several Indian hotels—The Fern, The Fern Residency, and The Fern Habitat—to join Bonvoy as well.

Five boutique U.S. hotels joining Series by Marriott marks another step toward greater integration between independent lodging options and major loyalty programs—a development likely welcomed by travelers who value earning or redeeming points during their stays.