Marriott’s Fairfield brand aims for 140 hotels for China
Marriott International and Eastern Crown Hotels group sign an exclusive development agreement to bring the Fairfield by Marriott brand to China.
The agreement targets having 140 hotels signed in five years, of which 100 are expected to be opened by 2021.
The introduction of the Fairfield brand is a significant milestone in Marriott International’s expansion into the midscale hotel segment in China, and is part of the company’s strategic plan to expand rapidly across a broad spectrum of price tiers and locations across the country. Each Fairfield hotel will have 100-150 rooms.
“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, president and managing director of Marriott International Asia Pacific.
“Fairfield will focus on young consumers and business travellers looking for a comfortable and productive stay at a great value.”
Fairfield is Marriott International’s second largest distributed brand with more than 750 hotels worldwide. It will be the 10th brand in the portfolio to be introduced in mainland China joining six opened brands, The Ritz-Carlton, JW Marriott, Marriott Hotels, Renaissance, Courtyard, Marriott Executive Apartments, and three signed new brands, Autograph Collection Hotels, Edition, and BVLGARI Hotels & Resorts.
Marriott International currently has more than 80 hotels operating in China with a presence in 25 cities.
Eastern Crown Hotels Group is a privately held, Guangzhou-based hotel group that specializes in franchising and operating select-service hotels. It currently has a portfolio of over 700 hotels either open or under development in 200 cities in China and Malaysia.