Marriott’s first Fairfield in Asia
The 148-room Fairfield Bengaluru is the first Fairfield by Marriott in Asia. With 12 hotels signed in India and additional properties signed in Nepal and Indonesia, the mid-priced brand represents an opportunity to move into new markets.
Fairfield product represents value for transient travellers as the entry price point into the Marriott portfolio We have opened with 125 rooms. The rest of the rooms would be ready in the next two weeks
With the opening of its first Fairfield in Asia in Bengaluru, international hotel chain Marriott has expanded its brand offering here. Marriott offers nearly 20 brands globally with eight in Asia Pacific. The addition of the Fairfield brand to this area has enhanced the company’s ability to meet the increasing demands for international moderate tier brands.
Talking about the new development, Don Cleary, COO-Asia, Marriott International pointed out, “As we see millions of people entering the middle classes across India and Asia, the Fairfield product represents excellent value for transient travellers as the entry price point into the Marriott portfolio. The timing is right and the market is primed for a brand like Fairfield. The brand has a long history in service and offers innovative design at an affordable price, which com- bined gives us a huge strategic advantage in many markets across the region.” Throwing more light on the Bengaluru property, Pranay Verdia, GM, Fairfield by Marriott, Bengaluru Rajajinagar elaborated, “The Fairfield Bengaluru is a 148-room property with a three-meal-aday restaurant, Kava. We have currently opened with 125 rooms. The rest of the rooms would be ready in the next two weeks. In addition, the hotel has a functional lobby with a bar lounge and 24/7 Market for drinks and snacks.”
The hotel which is five minutes away from the Bengaluru city station will be targetting 85 per cent business travellers and 15 per cent leisure travellers. According to the GM, the property is already attracting room nights from the Bangalore International Exhibition Centre (BIEC). He added, “The ARR commanded by the budget category segment hotel players is 5000. We will start with an ADR of 4700.” Marriott is also banking on partnering model in India. For its India foray, Marriott has partnered with SAMHI, a hotel investment and development firm, to develop few properties.