Begun in 1987 as Marriott's answer to economy lodging, Fairfield Inn by Marriott® now commands a price point that anchors it in the lower-moderate tier. Today, Fairfield Inn is still recognized as “Marriott's most affordable welcome.” The brand's mission—to create a best-in-class experience at an affordable price through an extraordinary focus on superior value—is accomplished by providing guests with:
An environment that is safe, comfortable, welcoming, yet functional
Clean, distinctive, quality guest rooms
Friendly service provided by well-trained, knowledgeable and professional associates
Fairfield Inn by Marriott is a brand on the move. To bolster its strong position in the value-conscious business and leisure hotel category, it is slated to undergo several product enhancements. These enhancements will make it an even more attractive ownership opportunity.
For travelers in the lower-moderate segment, Fairfield Inn and Fairfield Inn & SuitesSM promises superior value: comfortable, clean, quality guest rooms, and friendly associates.
Guests receive a fresh, clean, and comfortable room featuring high-speed Internet access; free continental breakfast; 24-hour coffee bar; a pool; and smart, friendly service.
Typically, 15-40% of the room inventory per hotel is suite rooms. Suites feature large closets and include a pantry area with refrigerator, “Entertainment Wall,” a signature suite divider wall housing a 32-inch television and stereo/CD player.
Fairfield Inn's target customers are travel-savvy frequent business travelers, averaging 30 trips per year, who are seeking a brand that allows them to get a good night's rest. The Fairfield Inn leisure guest is a value-conscious traveler most often made up of both senior travelers and families. For both segments, the ideal hotel is one that is easily accessible by car, has a warm, welcoming, yet functional environment with the strongest emphasis on physical safety, consistency of experience, and cleanliness.
Fairfield Inn continues to maintain its position in the competitive low-priced value segment. Benefiting from Marriott International's processes, and established brand identity, it enjoys impressive performance figures.
Distribution
Fairfield Inn
Fairfield Inn & Suites
Total Hotels
329
203
532
Internal Source: Oasis Database, December 2007, year-to-date.
Market Share
RevPAR* Index**: 113.0
Occupancy Index: 107.9
Rate Index: 104.7
*Revenue per available room
**Figures in excess of 100 reflect a market share premium.
Source: Smith Travel Research Services, December 2007, year-to-date. Competitive set of managed and franchised hotels opened and operating at least one full year or longer (Starview Comparable). See franchise offering circular for franchise-specific analysis.
Marriott Reservation System Contribution to Occupancy
The industry's foremost sales channels deliver over 51 percent of Fairfield Inn's gross room nights in the U.S. and Canada.
Source: 4th Quarter 2007 data. Includes 800 number, GDS, Marriott.com and area reservation sales offices (ARSO).
Marriott Rewards® Members
Marriott Rewards members paid nights represent 50% of total Fairfield Inn room nights sold.
Fairfield Inn by Marriott delivers an unbeatable blend of comfort and value for both the business and leisure traveler. Here are a few photo examples of the properties and a chance to experience the reasons more guests are turning to Fairfield Inn.
The Fairfield Inn by Marriott brand provides a range of prototype designs. The prototypes maximize efficiency of design and construction costs while optimizing units per acre. From a customer perspective, the reliance on prototype designs ensures a consistent level of comfort each time they check in to a Fairfield Inn by Marriott.
Prototype Design Features
Outdoor or indoor pool, and whirlpool
Exterior sun deck or outdoor terrace
Standard Prototypes Site Area Gross Building Area
3-story: 83/87 rooms 1.6 to 1.8 ac. 43,300 sf
3-story: 106/110 rooms 1.9 to 2.0 ac. 52,370 sf
4-story: 138/142 rooms 2.3 to 2.4 ac. 67,175 sf
Features & Services
Complimentary continental breakfast, including fresh-brewed coffee, cereal and fresh fruit
Complimentary high-speed Internet access
24-hour coffee and tea service in the lobby
Spacious guest rooms with a well-lit work desk
New in 2005, stylish and crisp all-white bedding-all freshly prepared for your arrival
Two phones and data ports at many locations
Complimentary cable TV with HBO
Pay-per-view movies at some locations
Hair dryer and coffee maker in all rooms
Iron and ironing board, valet service
Swimming pool
Exercise room and coin-operated guest laundry at some locations
Complimentary local calls
Fax service, featuring free receipt of incoming faxes
Complimentary USA Today
Special facilities for persons with disabilities
Express Checkout
Suites Options
The "Entertainment Wall," housing a 32-inch television and CD/radio music system
Second telephone line
The use of an in-room pantry area
Mini-refrigerator, microwave and coffee maker
1. Smith Travel Research Services, December 2007, year-to-date. Competitive set of managed and franchised hotels opened and operating at least one full year or longer (Starview Comparable). See franchise offering circular for franchise specific analysis.
Brand Strategy