Marriott International and China lodging group Eastern Crown Hotels group have signed a development agreement to bring the Fairfield by Marriott brand to mainland China. The agreement targets having 140 hotels signed in five years, of which 100 are expected to be opened by 2021. Each Fairfield hotel will have between 100-150 rooms.
"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 Smith, president & managing director of Marriott International Asia Pacific. "Fairfield will focus on young consumers and business travelers looking for a comfortable and productive stay at a great value."
Fairfield, an upper-midscale Marriott brand, is reportedly Marriott International's second largest distributed brand with more than 750 hotels worldwide. It will be the tenth brand in the portfolio to be introduced in mainland China joining The Ritz-Carlton, JW Marriott, Marriott Hotels, Renaissance, Courtyard, Marriott Executive Apartments, and three signed new brands, Autograph Collection Hotels, Edition, and BVLGARI Hotels & Resorts.
Marriott International currently has more than 80 hotels operating in China with a presence in 25 cities.
"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. This partnership with Eastern Crown is proof of the brand's strong proposition and benefit to our owners," said Shruti Buckley, Fairfield by Marriott VP and global brand manager.
Eastern Crown Hotels Group is a privately held, Guangzhou-based hotel group that specializes in franchising and operating select-service hotels. It currently has a portfolio of over 700 hotels either open or under development in 200 cities in China and Malaysia.