Marriott International will introduce its Fairfield brand to China, and is aiming to sign 140 hotels in the country in the next five years.
The US-based hotel group has penned an exclusive development agreement with Guangzhou-based Eastern Crown Hotels Group, which will lead to a major roll-out of the midscale business brand across mainland China.
The two companies are planning to sign 140 Chinese Fairfields in the first five years of the agreement, 100 of which are expected to be operational by 2021.
“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 mid-range accommodation,” said Craig S. Smith, Marriott’s president & managing director for Asia Pacific. “Fairfield will focus on young consumers and business travellers looking for a comfortable and productive stay at a great value.”
Marriott currently operates a portfolio of approximately 750 Fairfield hotels across the US, Canada, Mexico and India. Hotels typically contain 100-150 rooms and feature “smart and flexible public spaces, spacious guest rooms [and] comfortable workspaces”, according to Marriott. All hotels also offer free Wi-Fi.
“Fairfield has quickly gained popularity in Asia since its introduction into the region two years ago. 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 travellers,” said Shruti Buckley, Fairfield’s vice president & global brand manager.
“Fairfield currently has the largest development pipeline within Marriott International… [and] this partnership with Eastern Crown is proof of the brand’s strong proposition and benefit to our owners.”
Fairfield will become Marriott’s 10th brand in mainland China. The company currently operates the Ritz-Carlton, JW Marriott, Marriott, Renaissance, Courtyard and Marriott Executive Apartments brands in the country, and has signed agreements to bring three other brands – Autograph Collection, Edition and Bulgari – to China.