Hotel Online  Special Report

 New Growth and Design Directions for Fairfield Inn by
Marriott; Initiatives Include Eliminating 40
Underperforming Hotels by Year-end


WASHINGTON, D.C. - Nov. 10, 2004 - Fairfield Inn by Marriott, the company's "value" brand, today announced new initiatives - including growth and design directions - for Fairfield Inn & Suites properties that will improve guest satisfaction and service by year-end 2004 and aggressively drive growth and RevPAR into 2005.

Liam Brown, senior vice president of owner and franchise services for Fairfield Inn by Marriott, announced these plans at a media briefing held at the new, 114-room Fairfield Inn & Suites by Marriott Oceanfront in Virginia Beach, Va.

Tim Stiffler, president of Tidewater Hotels & Resorts, the new hotel's owner, said, "Our hotel is just one example of how the Fairfield Inn brand, with its enhancements and new energy focused on customer satisfaction, can succeed in a prime location such as here on the waterfront."

Of the brand's 527 properties, 111 are Fairfield Inn & Suites hotels, said Mr. Brown.  "Marriott launched the Suites prototype four years ago, and we now have a very successful core group of hotels driving the brand.  Rates at Fairfield Inn & Suites hotels are typically in the mid-$70 range, and the brand is regularly beating the competition in guest satisfaction," he said.

Stating Fairfield's goal to "be number one for preference, profitability and growth in our segment," Mr. Brown announced that the brand will:

  • Implement the following new guest service features by year-end 2004: 
    • National newspaper delivery to the guests' front door, Monday - Friday; 
    • Coffeemakers in all rooms; 
    • Express check-out;
    • An upgraded towel package; and
    • Improved local area information for guests.
  • Increase the minimum guest satisfaction threshold nearly 10%;
  • Leverage Marriott's sales channels - such as Marriott Rewards®, Marriott's worldwide reservations system and e-commerce - through dedicated, certified revenue management or through participation in Marriott's Revenue Management system;
  • Continue to eliminate hotels that are not meeting standards, anticipating the exit of 40 hotels by year-end.
"Marriott is committed to the Fairfield Inn brand and believes strongly that Fairfield Inn and Fairfield Inn & Suites hotels like this one are among the best products in the lower-moderate segment - both in terms of cost to build and what the hotels bring to guests, to owners and to Marriott," said Mr.  Brown.  "With our great core of Suites properties driving the brand, we're at the perfect point to 'prune and plant' - to, on one end, remove some of the brand's underperforming hotels from the portfolio, and, on the other end, tap into the huge growth opportunity we have with Fairfield Inn & Suites."

Mr. Stiffler said, "Marriott really unlocked something when they launched Fairfield Inn & Suites. We think the brand's prototype and room design represent the best product in the industry today, and we're very encouraged by how Marriott lets owners throw in the 'extras' that we know our guests will like.  Fairfield Inn & Suites is a marriage of great design with a great flag, and our guests love it."

He added, "In this particular property's case, Tidewater's goal was to develop a hotel-and-suites product catering to the moderate-price, family market that appreciates a suite versus two rooms, and who also wants that suite to be on the waterfront.  Building this Fairfield Inn & Suites allowed us to deliver an excellent variety of well-designed room types at a price point that the family resort traveler appreciates."

Designed to appeal to value-conscious business and leisure travelers seeking clean, quality accommodations, Fairfield Inn and Fairfield Inn & Suites hotels feature complimentary continental breakfast, complimentary daily weekday newspaper in most hotels (all hotels by year-end 2004), 24-hour complimentary coffee and tea, a swimming pool and whirlpool, guest laundry in many locations, fax and copy service, and a full business center at Fairfield Inn & Suites hotels.

All rooms feature televisions (25-inch in guest rooms and 32-inch in Suites) with cable and premium movie channels; free high-speed internet in all U.S.  and Canadian locations; a large, well-lit work area; and free local telephone calls.  Additionally, the Suites feature separate areas for working, relaxing and sleeping; a large work desk with ergonomic chair; an "Entertainment Extra" wall with CD/stereo player; a mini-refrigerator; coffee maker; microwave and hair dryer.

Marriott International, Inc. is a leading worldwide hospitality company with over 2,800 lodging properties, totaling over 505,000 rooms, including over 8,500 vacation ownership villas, in the United States and 69 other countries and territories.  The company is headquartered in Washington, D.C., and has approximately 128,000 associates. 

Marriott International, Inc.
Dee Dee Dochen
for Marriott Int'l
713-432-7575 (ph)
Also See: Ramada Repositioning Includes Termination of Thousands of Substandard Rooms; Improving Overall Product Quality a Priority to Ensure Brandís Competitiveness / November 2004
InterContinental Hotels Offering Current and Prospective Franchisees a Multi-brand Marketing Platform / January 2004

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