New Marriott Hotel Brand Comes To China

Feb 22, 2016
eFlyer Lead

Marriott announced last week it will be bringing FairfieldSM by Marriott to China, with a goal of 140 hotels signed in the next five years, with 100 of those hotels opened by the year 2021. This will be a significant expansion of Marriott International’s midscale brand in China, as it works to offer travellers in all price ranges suitable options.

“China is the fastest growing market in Asia for us. The rising disposable incomes of the middle class and development of the consumption-led economy is driving an increased demand for higher quality midrange accommodation. Fairfield will focus on young consumers and business travelers looking for a comfortable and productive stay at a great value,” said Craig S. Smith, president and managing director, Marriott International Asia Pacific.

Fairfield is currently Marriott International’s second-largest distributed brand, with 750 hotels. It will be the 10th of Marriott’s brands to be introduced to mainland China, where there are currently 80 Marriott hotels in 25 destinations.

“Fairfield has quickly gained popularity in Asia since its introduction into the region two years ago, said Shruti Buckley, vice president and global brand manager, Fairfield by Marriott. “Guests enjoy the value of this contemporary brand, its intuitive design and great service culture that resonates so well in this part of the world. These key indicators are true differentiators that will meet and serve the needs of China’s next generation travelers. Due to the fast growing global demand for quality mid-tier hotels, Fairfield currently has the largest development pipeline within Marriott International, positioning the brand as the fastest growing in the portfolio.”

Each Fairfield property will have 100–150 rooms and offer the same Marriott Rewards program access guests have come to expect. As the effort to bring Fairfield to China is a joint one with Eastern Crown Hotels, members of the Eastern Crown Hotels group loyalty program will also be able to convert their points to Marriott Rewards points.

The new properties will feature flexible public spaces, spacious guestrooms with functional workspaces and a timeless American heritage.

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