HB ON THE SCENE: Marriott’s Fairfield Brand Pushing For Greater Presence, Personality

VIRGINIA BEACH, VA— Marriott International is pushing its value brand, Fairfield Inn, into the limelight with a series of initiatives that hope to get a positive response from both developers and guests when presented with the effort’s marketing theme: “Have you seen Fairfield Inn lately?” Using the backdrop of the newly opened Fairfield Inn & Suites by Marriott Oceanfront here, the brand is hosting a group of owners and developers to show them just where Marriott intends to take the 527-property brand over the next several years. Building on the suites prototype developed four years ago by the brand, owner Tidewater Hotels and Resorts in September opened this 114-unit property right on the beach, leveraging its location by having every room face the sweeping ocean vista. Fresh design elements and upgraded amenities have also been incorporated. The brand, which charts overall ADR and occupancy in the 70s, also has a new breakfast program and bed package in the works. “Today, we’re very focused on the brand, especially Fairfield Inn and Suites [there are 111 in the system],” said Liam Brown, svp/owner and franchise services for the brand. “We’re committed to, and believe strongly, that Fairfield Inn and Fairfield Inn and Suites— like this hotel here— are among the best products in the limited-service, moderate segment, especially in terms of cost to build.” With a current guest satisfaction index of 86.5%, Brown added that the 17-year-old brand also will commit to a program of “pruning and planting,” eliminating product that does not meet brand standards. He said 40 hotels would exit the system by year’s end, with another 20 hotels targeted right now for elimination in 2005. On the “planting” side, Brown said, “We have an ambitious development goal. We want to exceed the numbers set down for us by the company and grow to be a brand of at least 750 hotels over the next couple of years.” The brand currently has 200 franchisees and Brown said the brand would work with those owners to meet that goal. “Through Fairfield Inn, Marriott is committed to giving guests in this segment— and owners— what they want, when they want it and how they want it. At the end of the day, and in our new day, this is evidenced in this beautiful new hotel we’re sitting in. Fairfield Inn stands for three things: quality, value and by Marriott, and that’s where we get our strength from,” said Brown.