Fairfield maintains American development as it expands globally

Pictured: Fairfield’s European modular guestroom template.
Marriott International classic select brand, Fairfield by Marriott, is keeping up its expansion pace in its US home country while entering new markets in Europe and the Middle East.

With over 1,300 sites in operation globally, making it Marriott’s second largest marque by property number, the hotel line is due to add at least 57 more sites to its portfolio in the coming years, according to the latest information from the THP database.

American advantage

A minimum of 11,154 keys will bolster the four star brand, and with 89% (1,168) of Fairfield by Marriott’s current sites in North America, it looks like this prevalence will continue in the pipeline too.

Current THP records outline that 63% of upcoming properties will open in North America, equivalent to 36 hotels. However, the brand is also making moves to broaden its locations, with its first four European sites planned, along with its entry into the Middle East with two sites in Saudi Arabia. There are at least 17 hotels heading to Asia as a whole, adding to the 118 properties currently operating in the region.

In terms of individual countries, our database suggests USA is still top, on a minimum of 33 additions, with China in a distant second on eight and India making the podium with four.

European entry

European developments begin with Fairfield by Marriott Copenhagen North Harbour in the Danish capital. Expected to open in September, the dual branded site will feature 234 guestrooms devoted to the Fairfield by Marriott brand, and 81 keys dedicated to the longer stay brand, Residence Inn by Marriott in an adjacent hotel.

In the Netherlands, Fairfield by Marriott Amsterdam Schiphol Airport will offer 175 guestrooms, while a Swiss entry will be the 123-room Fairfield by Marriott Zug, scheduled for a Q2 2024 opening.  The first French property, Fairfield by Marriott Bordeaux Train Station, is expected to open Q4 2024, featuring191 guestrooms.

Asian expansion

In the Middle East, the first of the two Saudi sites, Fairfield by Marriott Makkah Al Naseem, is expected to open Q1 2025. Located in the Al Naseem district and set to rise in five towers, the  massive 2,600-guestroom hotel will provide a convenient base for those visiting Mecca on pilgrimage or business.

The other Saudi opening is Fairfield by Marriott Makkah Ibrahim Al Khalil Road, due for delivery in Q4 2025. Also located in Mecca, the property’s design plans call for 1,376 expected guestrooms.

Over in east Asia, Fairfield slated seven Japanese additions for this year, with two still to arrive on Japan’s most southerly island, Kyushu: the 93-key Fairfield by Marriott Kumamoto Aso will be located in Kumamoto Prefecture’s city of Aso, nestled within one of the world’s largest volcanic calderas and due to open in November, while the opening of 51-room Fairfield by Marriott Fukuoka Ukiha has been held until Q3 2024.

Brand profile

Fairfield’s identity is focused on value, productivity, and a great night’s sleep, inspired by the heritage of the Marriott family farm. Its global properties offer a design aesthetic that is both calm and modern. Within Europe and the Middle East, the design has been interpreted to reflect the locale of the hotel.

The European design is inspired by Scandinavian style, which offers a light and bright aesthetic, and the Middle East properties are expected to have a layout tailored for the region, including prayer rooms and Qibla directional signage.

Each hotel’s public areas serve as flexible social spaces to share and connect with other travellers, or to relax. The décor uses natural materials and carefully selected amenities. Guestrooms feature comfortable beds, a shower and complimentary wi-fi.

The ‘Social Market’ food and beverage concept offers a complimentary healthy breakfast, and in selected hotels, guests can enjoy a selection of cold and hot à la carte items in the evening. There is also an onsite 24/7 market offering snacks and beverages.

Swift template

Marriott partnered with modular building specialist, Volumetric Building Companies (VBC), to create a hotel concept for accelerating the Fairfield brand’s expansion across Europe. The new 136-guestroom prototype modular hotel has been developed to reflect the principles of European architecture and design, and to deliver fast and adaptable construction.

It is expected this will reduce the build programme by around eight months for earlier trading, which should have a beneficial impact on revenue and cash flow for developers and operators.

Newbuild preference

Almost all of Fairfield’s prospective properties, 55 of 57, are newbuilds, with only one conversion and one refurbishment recorded in the THP database.

Most of these projects are well underway, with 21 in a planning phase and 18 under construction. At opposite ends of the scale, pre-opening and pre-planning stage sites number nine apiece. These statistics are reflected in the peak opening year of 2024, with 23 hotels expected to complete in that 12 months. Another 11 will arrive this year, and further in the future, nine are planned for 2025 and two for 2026. The remaining 12 have yet to be designated a delivery date.