Marriott rolls out new Fairfield template for European expansion

Marriott International has partnered with global modular building specialist, Volumetric Building Companies (VBC), to create a hotel concept for accelerating the Fairfield by Marriott 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 using advanced offsite manufacturing technology. 

Quicker build

Marriott estimates that the offsite solution 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.

The modular approach to construction will allow the design to be adapted to specific site requirements and the needs of each local market. It is intended to be financially competitive to build and operate, generate value for owners and provide consistent quality and service for hotel guests. 

Urban targets

Fairfield by Marriott is the group’s second largest brand based on the number of hotels, with over 1,200 properties worldwide. 

The Fairfield by Marriott hotel concept has been designed by Marriott for urban locations and secondary or tertiary cities across Europe, specifically targeting the more mature hotel markets in the UK, Ireland, France, and Germany.

Scandinavian aesthetic

The prototype hotel room reflects a  modern, calm design philosophy and is furnished in simple and contemporary style with a Scandinavian aesthetic.  

Each steel-framed module contains a fully furnished room, ensuite, hallway and corridor section. The VBC system is suitable for hotels up to 20 storeys.

All the furniture and the ensuite for the hotel rooms would also be manufactured in house by VBC and installed offsite for a faster, more efficient, and seamless service, and a repeatable quality of finish.

Two layout options

There are two room layouts for the new European prototype hotel – standard queen and family rooms – which are designed to provide guests with a comfortable, calm, and balanced hotel experience. The hotel design has been streamlined by Marriott to deliver what guests want, combined with operational efficiencies and maximum room count.

VBC has delivered three modular hotels in the UK for Marriott International to date and has manufactured buildings for other major global brands in the UK, Europe and across the world, including Hilton, Accor, IHG, Whitbread, and citizenM.

Efficient model

Paul Thomas, vice president for international hotel development at Marriott International, said: “We are extremely pleased with the partnership with VBC and are keen to build on our longstanding relationship. Following this collaboration, we have now launched the first approved modular hotel room in Europe for the fast-growing Fairfield brand. This is a very appealing offer for hotel investors, owners, and franchisees in terms of design, branding and pricing.

“We think the time is right for expansion of this upper midscale, select service hotel brand across Europe and the prototype has already generated significant interest from developers. This is a highly efficient economic model which will deliver strong results for investors and hotel owners.”

Consistent quality

Andy Smith, UK director at VBC added: “This application of advanced modular technology will help to address some of the challenges facing developers – construction will be faster, acoustics are improved with less noise transmission between modules, and quality is more consistent.

“Manufacturing the hotel rooms in a controlled factory environment means a reduced carbon footprint and less waste. And by maximising work offsite, developing constrained urban locations is also much easier – from airport sites to out-of-town business parks.

“This design has been localised and developed specifically for the European market, with different room sizes, fixtures and fittings to the US Fairfield model. The prototype was very well received with real excitement when we showcased it in Gdansk in Poland and at an investor event in Munich.”

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