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Marriott International is adding a new brand to its already extensive portfolio. Series by Marriott, launched in May 2025, has just signed 11 agreements in Europe, a first for this midscale brand.
For Marriott Bonvoy members in Canada, this expansion opens up new possibilities for point redemptions in London and Italy.
Series by Marriott is a collection brand focused on the mid-range segment. Rather than building hotels from scratch, Marriott converts existing independent properties and integrates them into the Marriott Bonvoy network. The hotels retain their local identity while benefiting from Marriott’s distribution system and loyalty program.
In less than a year, the brand has opened 37 properties in India and made its debut in the United States with hotels in Miami Beach and Santa Monica. Further openings are planned for Chicago, San Francisco, San Diego, and Santa Barbara.
Canada is also part of the plan. Marriott has signed 13 agreements to bring Series to the Canadian market in 2025, and two properties are already open.
The 11 new European agreements are divided between two distinct partnerships:
In Italy, five existing properties from the Amapa Group will be converted under the Series by Marriott banner. A new hotel will also be built in Valmontone. In the United Kingdom, the five hotels from the Splendid Hospitality Group are located in popular London neighborhoods and other strategic regional locations.
No specific opening dates have been communicated. However, conversions of existing properties generally progress faster than new constructions.
Series by Marriott hotels are an integral part of the Marriott Bonvoy program. You can earn and redeem your points there just like in any other hotel in the network.
For the majority of brands, the earning rate is 10 points per US dollar spent on eligible expenses.
As a mid-range brand, Series hotels should be among the most affordable in terms of point pricing with Marriott Bonvoy. If the European properties follow a model similar to Four Points Flex by Sheraton, they could offer some of the most affordable point redemptions in cities like London and Venice. For Canadian members who earn points via the Marriott Bonvoy American Express Card, this is an interesting option.
Furthermore, it is currently possible to accelerate your points balance thanks to enhanced welcome offers. Get several free hotel nights with this welcome offer from the American Express Marriott Bonvoy cards, an excellent way to maximize your next bookings.
The arrival of Series by Marriott in Europe is part of a broader strategy by Marriott to dominate the mid-range segment. In 2023, the chain launched Four Points Flex by Sheraton in Europe. This brand now has over 40 open properties and more than 4,500 rooms across seven markets.
Marriott is also developing StudioRes, a mid-range extended-stay brand launched in the United States, which is generating significant interest from European developers.
In total, Marriott International now owns more than 30 brands and nearly 9,100 properties in 142 countries. The Marriott Bonvoy program has nearly 271 million members worldwide.
For Canadians planning a trip to Europe using points, these new Series hotels could represent excellent low-cost options in Marriott Bonvoy points. London and Italy are among the most popular destinations for Canadian travelers, and affordable point rates in these markets are always welcome.
Consult our best credit cards page to find the card that maximizes your Marriott Bonvoy points. Additionally, if you want to earn hotel points, the selection of the best credit cards for hotels is a good starting point.
Series by Marriott fills a gap in the Bonvoy portfolio for budget-conscious travelers. The brand targets central locations in popular cities while offering Bonvoy point earning and redemption. For Canadian members, future European properties could become some of the most advantageous point redemption options on the continent.
The trade-off? Half-rate Elite Night Credits limit the appeal of these hotels for those looking to earn or maintain status. For travelers prioritizing point value, this is an option to watch.
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