Marriott International brought its Fairfield brand to Asia for the first time this week, with the opening of its debut property in Bengaluru.
The midscale brand is popular in North America, with more than 700 properties in the US, Canada and Mexico, but the Bengaluru launch marks the start of a new Asian chapter for Fairfield. Marriott has signed deals for 12 Fairfield properties in India, plus additional hotels in Nepal and Indonesia, and the company said Asia represented an “excellent opportunity” for Fairfield.
“The timing is right and the market is primed for a brand like Fairfield. The brand has a long history in service and offers innovative design at an affordable price, which combined gives us a huge strategic advantage in many markets across the region,” said Don Cleary, Marriott International’s chief operating officer for Asia.
“As we see millions more people entering the middle classes across India and Asia, the Fairfield product represents excellent value for transient travellers as the entry price point into the Marriott portfolio.
“We believe that this is exactly the right product for India and the rest of Asia. Fairfield fills a much-needed gap in the moderate tier with its fresh, contemporary design, service excellence, and quality that comes from being a part of Marriott International,” he added.
Introduced in 1987, Marriott said its Fairfield brand offers “affordability, quality and innovation”. Hotels are designed for both business and leisure guests and tend to feature an “uncomplicated” design.
The Fairfield Bengaluru Rajajinager opened this week, offering 148 rooms, a restaurant serving both Indian and Western food, a lobby lounge and a 24-hour mini-market selling drinks and snacks. There is also conference and banqueting space, a business centre, fitness centre and a rooftop swimming pool.
With the introduction of Fairfield, Marriott International now offers eight hotel brands in Asia Pacific.