Mr. Cheng Xinhua (left), founder, president and CEO of Eastern Crown Hotels Group and Paul Foskey, executive vice president, hotel development, Marriott International Asia-Pacific (right)
MARRIOTT International and Eastern Crown Hotels group have agreed to bring Marriott’s Fairfield brand to mainland China, marking Marriott’s expansion into the midscale hotel segment in China.
“China is the fastest growing market in Asia for us. The rising disposable incomes of the middle class and development of the consumption-led economy is driving an increased demand for higher quality mid-range accommodation,” said Craig S. Smith, president and managing director of Marriott International Asia-Pacific.
With this, Fairfield joins nine other Marriott brands in mainland China. The new Fairfield additions will have 100 to 150 rooms and feature a warm, earthy aesthetic and a contemporary western style.
The Marriott–Eastern Crown partnership targets 140 Fairfield hotels signed in mainland China in the next five years, of which 100 are expected to be opened by 2021.
With more than 750 hotels worldwide, Fairfield is Marriott’s second largest distributed brand and also the fastest growing.
Shruti Buckley, Fairfield by Marriott vice president and global brand manager, said: “Due to the fast growing global demand for quality mid-tier hotels, Fairfield currently has the largest development pipeline within Marriott International, positioning the brand as the fastest growing in the portfolio.”
