Hawkins Way & Marriott Launch ‘Series’ Hotels: A New Approach to Lifestyle Hospitality

BEVERLY HILLS, CA & BETHESDA, MD – November 17, 2025 – Hawkins Way Capital and Marriott International have officially unveiled the first two U.S. hotels operating under the new ‘Series by Marriott’ brand: FOUND Miami Beach and FOUND Santa Monica. These openings mark a significant step in Marriott's expansion into the lifestyle hospitality segment and showcase a novel approach to asset repositioning within the industry.

Repositioning Assets for a New Traveler

Hawkins Way Capital, with approximately $3 billion in assets under management, has built a reputation for identifying and revitalizing underperforming real estate. Their partnership with Marriott signals a move beyond traditional hotel development and towards a model focused on converting existing properties into compelling lifestyle destinations. This strategy aligns with a growing demand for authentic, design-driven experiences, particularly among millennial and Gen Z travelers.

“We saw an opportunity to create something unique by blending our expertise in repositioning assets with Marriott’s global reach and brand recognition,” said one industry analyst familiar with the deal. “It's about creating value by catering to a more discerning traveler.”

The launch of FOUND Miami Beach and FOUND Santa Monica represents the initial phase of a broader plan to convert six properties into ‘Series by Marriott’ hotels. The selection of these locations underscores the strategic importance of both markets – Miami Beach with its high-end tourism and art deco architecture, and Santa Monica with its coastal charm and affluent demographics.

The Rise of Lifestyle Brands & Marriott’s Strategic Response

Marriott’s launch of ‘Series by Marriott’ isn’t happening in a vacuum. The hospitality industry is witnessing a marked shift toward lifestyle brands that prioritize design, local authenticity, and experiential travel. Traditional hotel segmentation is blurring as travelers seek more than just a comfortable room; they want immersive experiences that connect them to the local culture.

“Consumers are increasingly valuing experiences over possessions,” explained a hospitality consultant. “Hotels are responding by transforming themselves into lifestyle hubs – spaces that offer more than just accommodation, but also social interaction, cultural engagement, and personalized service.”

‘Series by Marriott’ is positioned as a collection brand, allowing individual hotels to retain their unique identity while benefiting from Marriott’s robust loyalty program, Marriott Bonvoy, and global distribution network. This approach offers property owners a compelling value proposition – the opportunity to enhance their brand appeal and reach a wider audience without sacrificing their individuality. The brand is a deliberate attempt by Marriott to capture a share of the growing lifestyle segment while maintaining a degree of flexibility and responsiveness to local market conditions.

Operational Expertise: FCL Management's Role

Behind the scenes, FCL Management plays a crucial role in ensuring the success of these newly branded hotels. With a portfolio encompassing 6,000 beds across various hospitality and multifamily properties, FCL Management brings a wealth of operational experience to the partnership. The firm’s expertise in revenue and expense management, coupled with its focus on delivering exceptional guest service, is instrumental in maximizing the performance of the ‘Series by Marriott’ hotels.

“Operational excellence is paramount in the hospitality industry,” one hotelier stated. “It’s not enough to have a beautiful hotel; you need a team that can consistently deliver a flawless guest experience.”

FCL Management is responsible for overseeing all aspects of hotel operations, from managing room inventory and setting pricing strategies to ensuring guest satisfaction and maintaining property standards. Their commitment to operational efficiency and guest-centric service is a key differentiator for the ‘Series by Marriott’ hotels.

Looking Ahead: A Scalable Model for Growth

The launch of FOUND Miami Beach and FOUND Santa Monica represents just the beginning of a larger vision for ‘Series by Marriott’. The partnership between Hawkins Way Capital and Marriott has the potential to reshape the hospitality landscape by offering a scalable model for converting underperforming assets into thriving lifestyle destinations. The brand's emphasis on design, local authenticity, and operational excellence positions it for sustained growth in a competitive market.

“This is a strategic move for both companies,” noted an industry observer. “Hawkins Way Capital is leveraging its expertise in asset repositioning, while Marriott is expanding its portfolio into a fast-growing segment of the market. It's a win-win situation.”

The success of ‘Series by Marriott’ will depend on its ability to attract and retain a loyal customer base, deliver exceptional guest experiences, and adapt to evolving traveler preferences. However, with a strong foundation built on design, operational expertise, and a commitment to local authenticity, the brand is well-positioned to thrive in the years to come.