Fairfield by Marriott announced the opening of its 1,000th hotel location, making it the second brand in the Marriott International (NASDAQ:MAR) portfolio besides Courtyard by Marriott to reach this milestone. Fairfield has recently experienced rapid global growth in China, Japan, Mexico, India and the U.S. While the debut of Fairfield by Marriott Inn & Suites Denver Tech Center North sets the milestone, the brand expects to continue its growth explosion with more than 300 hotels anticipated to open by 2021.
“With 1,000 Fairfield hotels now open, we are well positioned to continue building on this powerhouse brand’s popularity with franchisees and guests,” says Eric Jacobs, Marriott International, chief development officer, North America select service and extended stay brands. “Fairfield is a brand that has great appeal to our franchisees and also resonates with travelers who seek a comfortable, uncomplicated and consistent experience – wherever they travel.”
Fairfield is building upon its strong heritage from the Marriott family retreat, the Fairfield Farm, and creating an environment that focuses on the warmth and simplicity of delivering an inviting and seamless experience for its guests. Fairfield is also launching a new modern logo and communications platform ‘The Beauty of Simplicity,’ as well a new décor package called ‘Modern Calm,’ both of which are inspired by the warm and calming sensibility and feelings evoked by the Fairfield Farm. The experience continues to be backed by the Fairfield Guarantee – from its free, hot breakfast to a great night’s sleep, Fairfield’s level of service and accommodation is what the brand was founded upon. If a guest is ever not satisfied with their stay, Fairfield will make it right. It’s that simple, guaranteed said.
“As Fairfield continues to expand around the world, we continue to deliver on the brand’s founding principles of warm hospitality and family treatment, which translates into every language and culture,” says Janis Milham, Senior Vice President and global brand leader, Marriott Classic Select Brands. “The launch of ‘The Beauty of Simplicity’ brings to life the feelings evoked from the brand’s heritage at the Fairfield Farm. It’s the simple things done right that make our guests return again and again.”
Fairfield by Marriott was inspired by the Marriott family’s weekend retreat, the Fairfield Farm – in the Blue Ridge Mountains of Virginia – which J.W. and Alice Marriott purchased in 1951 as a calm respite from the everyday commitments of their growing business. This same sensibility of respite helped inspire Marriott to create the brand in 1987.
Since its founding, the Fairfield brand has flourished by working hand-in-hand with a core group of owners and developers who have believed in the Fairfield brand’s value proposition for both franchisees and guests. As Marriott International took the brand to the modern era, owners such as Columbia, Md.-based Baywood Hotels helped evolve it with a new-generation prototype that enhanced the brand’s appeal to owners and guests alike. Once again, Baywood Hotels is involved in helping Marriott make history with the brand through the opening of the company’s 1,000th Fairfield hotel.
“We are proud to make history with Marriott International,” said Al Patel, CEO of Baywood Hotels. “We opened our first Fairfield in suburban Maryland in 2004, watched it become a tremendous success. We have developed several additional Fairfield hotels over the past 10 years and realized that we could build a very successful hotel company by leveraging the brand and our great partnership with Marriott,” said Al Patel, CEO of Baywood Hotels. “Fifteen years later, we remain big believers in Fairfield – we have two more in the pipeline – and we’re growing with additional Marriott brands as well.”