Marriott bolsters Fairfield brand with Middle East and Europe entrance

by | 13 Oct 2022 | Pipeline

Marriott International will be debuting its Fairfield by Marriott brand in Europe and the Middle East by late 2023.

New openings include sites in Denmark, the Netherlands, Switzerland, France and Saudi Arabia.

European projects

European developments include Fairfield by Marriott Copenhagen North Harbour in the Danish capital. Expected to open Q3 2023, the dual branded site will feature 234 guestrooms devoted to the Fairfield by Marriott brand, and in the adjacent hotel, 81 guestrooms dedicated to the longer stay brand, Residence Inn by Marriott.

In the Netherlands, Fairfield by Marriott Amsterdam Schiphol Airport is due for delivery in Q3 2023. Slated to offer 175 guestrooms, it will be suited to those wanting to stay outside of the city and near the airport.

French fayre

Elsewhere, Fairfield by Marriott Bordeaux Train Station in France is expected to open Q4 2024. Just a short walk from Bordeaux-Saint-Jean railway, the hotel is expected to feature 191 guestrooms.

In neighbouring Switzerland, Fairfield by Marriott Zug is scheduled for a Q2 2024 opening. Plans for the 123-room property boast views of Lake Zug overlooked by mountains.

Saudi sites

The brand is also due to debut in the Middle East with two Saudi sites. The first, 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 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.

Interpreting design

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.

Onsite amenities

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

The ‘Social Market’ food and beverage concept will offer 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 will also be an onsite 24/7 market offering snacks and beverages.

Thoughtful consideration

Eric Jacobs, senior vice president and global brand leader, select brands, commented: “We are thrilled to launch Fairfield by Marriott in Europe and the Middle East, continuing the growth of this trusted brand. Fairfield is celebrated with a unique legacy in the Marriott Bonvoy portfolio. Built on principles of warmth, comfort, and simplicity, Fairfield hotels provide quality and reliability that travellers can look forward to globally.”

Satya Anand, president of Europe, Middle East and Africa, added: “We are excited to welcome travellers to the first Fairfield by Marriott hotels in Europe in Copenhagen and Amsterdam in 2023. The debut of the brand in Europe and the Middle East has been thoughtfully considered for each market, and we’re looking forward to delivering Fairfield’s iconic friendly service and warm hospitality at these new properties.”

Related Articles

Riyadh addition to Cheval portfolio

Riyadh addition to Cheval portfolio

Extended stay brand Cheval Collection has signed a partnership agreement to launch its brand in Saudi Arabia. A deal with local developer Ladun Investment Company will see the construction of Cheval's first project in the country. Cheval Ladun Living will be built on...

Safestay builds Spanish presence

Safestay builds Spanish presence

uropean hostel operator Safestay has returned to growth, with two recent signings of new properties in Spain. The additions mean the group now has a critical mass of five sites across the country, and take the brand to 19 locations across the Continent, marking a...

HWI eyes Middle East for expansion

HWI eyes Middle East for expansion

H World International is planning an expansion of its brands across the Middle East. Among the brands looking to grow are the midscale Ji flag, as well as the luxury Steigenberger brand. HWI was established by H World in February 2024, with the renaming of the group’s...

Brands build momentum in Australia

Brands build momentum in Australia

Major hotel brand groups are building their pipelines in Australia, as the nation’s developers rebuild momentum following the pandemic. A slew of deals were announced in April and May 2024, many around the region’s AHICE conference, held in Adelaide this year....

stayAPT lays out growth plan

stayAPT lays out growth plan

US long stay brand StayAPT Suites has signalled the next phase of its growth, signing a deal with development partner Powerhouse Hotels. The deal promises to add 30 more locations across mainland US to the StayAPT pipeline, expanding the brand’s footprint to 25 states...

Choice builds French presence

Choice builds French presence

The move will see over 30 hotels rebrand to the Choice hotel family of brands, adding more than 4,000 rooms to the group's inventory across France. It will grow its Clarion, Comfort and Ascend Collection brands through the partnership, and the two businesses are also...