Fairfield’s European rollout begins

Already a highly significant hotel brand in the USA and in Asia Pacific, Marriott has redefined its Fairfield hotel design for European tastes, launching the brand in Copenhagen ahead of a Europe-wide rollout

Marriott International has launched its Fairfield brand in Europe, with the opening of a Fairfield branded hotel in Copenhagen’s Nordhavn harbour district. The Danish property is the first of several now in the pipeline as the brand expands internationally.

Despite never previously being seen across Europe, Fairfield is Marriott’s second largest brand, with over 1,290 hotels already open and in operation. A strong US presence has been complemented in recent years by growth of the brand in Asia Pacific, where there are now more than 125 hotels, and in Latin America. Looking ahead, it has a pipeline of 450 signed properties, with 17 now signed across Europe and the Middle East.

Fairfield grows up

Originally developed in the late 1980s, the Fairfield brand took its name from the Marriott family’s Virginia retreat, Fairfield Farm. While first defined as an economy brand, it was transitioned upmarket in the mid 2000s. In 2021, Marriott officially announced plans to take the brand to Europe.

For European expansion, Marriott has redefined the look and feel of the brand, with OCCA Design Studio creating the prototype now delivered in Denmark. Its simple, timeless and contemporary look will act as a blueprint for growth across the continent. In designing the 222 room Copenhagen hotel, OCCA worked with Mette Fredskild Design and Henning Larsen Architects, aiming to capture the essence of the comforting sensation in the Danish word “hygge”.

“Fairfield by Marriott is known for its rich heritage that values a simple, seamless, and stress-free experience which pairs well with modern Scandinavian culture and design,” said Marriott’s Mary Garris, president of classic select global brand management. “Copenhagen is the ideal city to introduce our European-inspired aesthetic.”

European expansion

Over the coming months, the Fairfield brand name will start to pop up in several European destinations. A 191 room Fairfield will be opening in Bordeaux, on a site close to the city’s railway station. In Germany, a 158 room hotel is under way in the Bavarian town of Erding, while a site in Karlsruhe is also in development. And in Turkey, there will be a 192 room hotel delivered in Istanbul’s Yenibosna district, as part of a larger mixed use development. In Switzerland, the town of Zug will be the brand’s first appearance. Across to the UK, the first British Fairfield is due to be completed in Warwick, while there are also plans for a Fairfield at Amsterdam’s Schiphol airport.

Looking further ahead, Marriott has already signed to add two hotels in Makkah, Saudi Arabia, which are expected to launch in 2027.