Marriott International Introduces Series by Marriott
Marriott International has unveiled its latest venture, Series by Marriott™, a global collection brand for midscale and upscale lodging segments. The new brand is designed to incorporate regionally established hotel brands into the Marriott Bonvoy portfolio while preserving their independent identities. Series by Marriott will offer comfortable accommodations with consistent service and provide local hotel owners with access to Marriott’s dynamic loyalty program and global distribution channels. Series by Marriott is built on the promise of simplicity, comfort, and functionality. Hotels in this collection will provide key amenities such as clean rooms, complimentary Wi-Fi, breakfast options, and fitness and event spaces where available. Designed to attract independent hotel owners globally, Series by Marriott is also being explored in markets including the U.S., Latin America, Europe, the Middle East, and Africa.
Marriott International President and CEO Anthony Capuano said, “Series by Marriott furthers Marriott’s commitment to delivering lodging offerings in the right place at the right price with basics done well. Creating a new, regional collection brand will further Marriott’s reach among value-conscious travelers, provide additional choice for our existing Marriott Bonvoy members and guests, and offer more affiliation opportunities for local owners.”
The brand’s debut is marked by a founding partnership with Concept Hospitality Private Limited (CHPL), one of India’s top hotel management companies. Under this agreement, CHPL’s eco-sensitive and popular hotel brands, The Fern, The Fern Residency, and The Fern Habitat, will become part of the Series by Marriott collection in India. With over 100 operational properties and a robust pipeline, these hotels will gradually join Marriott’s network following the negotiation of long-term franchise deals. Marriott will also take a small equity stake in CHPL, further cementing its investment in the Indian hospitality market.
Learn more about Series by Marriott here: https://www.hotel-development.marriott.com/brands/seriesbymarriott
Starbucks Rolls Out New Staffing Tool to Enhance Operations and Customer Service, While Empowering Workers
Starbucks is shifting its focus from automation to a more human-centered approach to tackle staffing challenges across its stores. Under the leadership of CEO Brian Niccol, the company has paused the rollout of the Siren Craft automation system, instead investing in strategies that prioritize barista well-being and operational flexibility. Central to this shift is the Shift Marketplace tool, which allows employees to easily manage their schedules, swap shifts, and pick up new ones within their district, fostering a more adaptable and empowered workforce.
A Manteca, California, Starbucks store manager named Holly said, “Partners are feeling like they have more control over their schedule. They’re able to get the time off that they need and also have the hours they want to pick up, so they have control over their financials and how many hours they're working and just being able to balance it all.”
Since its major upgrade in February, the Shift Marketplace tool has become a cornerstone of Starbucks’ staffing strategy. It enables baristas to claim and trade over 20,000 shifts weekly, with nearly half of these involving baristas working outside of their home store. The company reported that in the second quarter alone, over 500,000 shifts that might have otherwise gone unfilled were successfully covered using the tool. This has significantly improved store operations during peak times by dramatically expanding the available labor pool, reducing wait times, and enhancing customer service.
Learn more about the Shift Marketplace tool here: https://www.myshyft.com/shift-marketplace/
Applebee’s and Wyndham Hotels Launch Loyalty Program Partnership to Boost Guest Engagement
Applebee’s Neighborhood Grill + Bar and Wyndham Hotels & Resorts are partnering to connect their loyalty programs, striving to deliver enhanced value to their shared customer base. Starting later in 2025, Wyndham Rewards members will be able to earn points by placing mobile orders from Applebee’s while staying at any Wyndham location. As part of the collaboration, Applebee’s will also offer free delivery for these orders.
Applebee’s Executive Director of Off-Premises and Customer Relationship Management, Vicki Hormann, said, “Applebee’s loyalty program has traditionally been a very linear email marketing program. A few years ago, we rebranded it as Club Applebee’s.” Hormann added, “We’re offering a new engaging digital experience to folks staying at Wyndham properties, and offering points and benefits to members of Club Applebee’s.”
The partnership with Wyndham also aligns with Applebee’s broader strategy to leverage digital ordering and off-premises dining, which became essential during the pandemic. Off-premises sales in 2020 accounted for up to 96% of business during COVID-19 and have since stabilized at around 20-22%, with most of those orders being digital.
Learn more about the Wyndham Rewards program here: https://www.wyndhamhotels.com/wyndham-rewards
Original Article Links:
Marriott International Announces Global Launch of New Regional Collection Brand: Series by Marriott™
How Starbucks’ new people-first technology helped fill 500,000 shifts
Applebee’s, Wyndham partner on loyalty programs