BETHESDA, MD—Having reached its quarter-century mark, Fairfield Inn & Suites, part of the Marriott International global chain, has evolved from an economy segment brand to a moderate-tier product catering to the needs of business and leisure travelers alike.
Founded in 1987, the Fairfield brand began when Marriott International wanted to enter the economy segment. “At the time, they were primarily in the full-service segment but wanted to reach a broader audience,” said Shruti Buckley, VP and global brand manager for Fairfield Inn & Suites.
The brand was named after the Marriott Family Farm—Fairfield Farm—located in the Shenandoah Valley in Hume, VA. “It was a favorite getaway spot for the family,” said Buckley. “They felt the family farm offered a warm, welcoming experience for their guests, and they thought this would be a great way to introduce the brand by giving that same warm welcome.”
The first Fairfield Inn hotel opened in Atlanta at the Atlanta Airport. Since then, Fairfield Inn & Suites has opened about 715 properties throughout the United States, Canada and Mexico, including major leisure destinations. The brand employs over 20,000 associates and by 2016, the brand expects to be approaching 1,000 locations.
In 2003, Marriott decided to reposition the brand into the moderate tier. The brand then spent four years improving underperforming hotels and developing and growing the brand as Fairfield Inn & Suites, while working closely with owners that would develop the newly defined Fairfield product.
“We were able to increase the brand’s RevPAR within four years by 33% and reach an audience that we felt made sense to Marriott,” said Buckley. “It’s a really great success story that we’re really proud of. Fairfield has been on a roll ever since then.”
Fairfield Inn & Suites was developed as the company observed that a high percentage of Marriott’s loyal consumer base was looking for value at a lower price point. “The Fairfield brand has become the entry price point into the Marriott International portfolio,” said Buckley. “[Guests] feel good about consistency in quality and experience that Fairfield offers, and they receive Marriott reward points. It’s a really big win for everyone.”
The Fairfield brand has allowed Marriott International to enter new secondary and tertiary markets, as well as reaching a broader consumer base. Already attaining a strong presence in the full-service segment in many international markets, Marriott International has taken notice of a growing middle class in foreign countries and feels the brand is poised to take advantage of that. Fairfield plans to expand into international markets in South Asia and South America, especially Brazil. The brand will open its first hotel in India this fall.
“They’re looking for quality product in the moderate-tier category,” said Buckley. “Fairfield is allowing Marriott to reach that middle-class consumer at a great value price point and give them more options in the Marriott portfolio. We are very excited about the future of the brand. Marriott has really endorsed the brand and shared their excitement over the potential of continuing to see it grow in the global marketplace.”
In addition to establishing the brand in secondary and tertiary markets, Fairfield Inn & Suites has established a presence in gateway cities such as New York City, downtown Chicago and Atlanta during the past three to four years. In New York City alone, Fairfield Inn & Suites recently opened a new property in midtown Manhattan near Penn Station and is planning another opening for a hotel in Chinatown later this year.
“Those hotels are on fire, running upwards of 90%-95% occupancy,” said Buckley. “The RevPAR performance is extremely strong. We’ve shown to consumers that we can meet their product expectations in major markets. This really is a brand that can be successful in any market.”
Expanding with a fresh, new look
Fairfield Inn & Suites attempts to set itself apart from the competition with its Generation 4 prototype design. Launched in 2012, the fourth generation prototype is designed to meet the functional needs of travelers with thoughtfully designed guestrooms and suites that provide separate living, sleeping and working areas, according to the company. The first Gen 4 prototype hotel opened in September of 2012 in Hutchinson, KS.
“We’re offering a really intuitive experience,” said Buckley. “It’s a bright and lively environment when the consumers walk in. I think they are pleasantly surprised by what they see by not only unique design and decor but also functional elements that help them be successful when they’re on the road. We took a unique approach by figuring out how our guests live inside the guestrooms in the moderate tier.”
The upgraded guestrooms offer a flexible workspace. The space features a rolling desk and chair, brighter lighting, more outlets and an ergonomic chair. The design includes better storage options with plenty of drawers that have “peek-a-boo” openings.
Additionally, the brand included glass showers in king-size rooms.
Fairfield Inn & Suites further enhanced the guest experience in the public spaces by creating welcoming lobbies and bright, lively colors to promote informal meetings in public spaces. “What was once considered a breakfast area is now a lounge experience,” said Buckley. “The breakfast area features a communal farm table experience. It gets its heritage from the family farm in which people can congregate.” For added convenience, these spaces also have accessible electrical outlets so guests can charge mobile devices.
A new breakfast standard
Fairfield Inn & Suites continues to try and help frequent business travelers maximize their work time. To ensure that its guests start the day with a healthy, hearty breakfast, the brand debuted a new hot breakfast program earlier this year. The menu consists of freshly scrambled eggs, sausage, Quaker oatmeal, Belgian waffles, biscuits, hard-boiled eggs and gravy and turkey Canadian bacon. It also offers morning cereals, seasonal fruit, yogurt and an assortment of bread and muffins.
“Everyday we strive to help our frequent business travelers maximize their work time and down time,” said Buckley. “With our new menu selections, our guests get a great start to their mornings, helping them prepare for whatever the day may bring.”
Complimentary every day of the week, the brand’s breakfast program allows guests to take their breakfast on the go or take advantage of the hotels’ breakfast areas with a variety of seating options. “Our new hot breakfast helps us continue to exceed our guests’ expectations at all times,” said Buckley.
Elevating female entrepreneurship
In the spirit of fueling innovation and diversity in the hotel industry, Fairfield Inn & Suites offers ELEVATE fueled by Fairfield, a pilot empowerment program offering much-needed resources to small and women-owned businesses. The program offers free space, connections and resources to 20 female entrepreneurs across the country.
“Entrepreneurs are the backbone of a strong economy, yet many small businesses struggle for even the basics that allow for productivity and success,” said Buckley. “We want to help elevate the great ideas and initiatives for women, and unlock the potential of their smart and powerful businesses.”
Fairfield Inn & Suites has built a network of national and regional partners to identify and provide guidance to participants. The current list of partners includes the National Black MBA Association, Plaid for Women and United States Hispanic Chamber of Commerce.
Beginning last month, the selected candidates will participate in the three-month program. Benefits include access to special networking events and workspace in some of the newest properties in New York City, Washington, DC, Chicago, Dallas and Baltimore. They will also receive access to special networking events and guidance from prominent voices in the small and women-owned business communities.