This is its first Asia venture, in association with Samhi Hotels Ltd.
"Fairfield product represents value for transient travellers as the entry price point into our portfolio. The new hotel enhances our ability to meet the growing demand for moderate tier brands," Marriott's chief operating officer in Asia Don Cleary told reporters.
As Samhi's franchisee, Marriott will run the 148-room hotel in the fast-growing market segment to become a preferred choice for middle-class customers, as its suites are priced at Rs.6,500 per day.
"With more people entering the middle-class segment in India, the timing for opening such a hotel is right and the market is primed for a brand like Fairfield," Cleary asserted.
Launched in 1987, Fairfield is Marriott's solution for affordability, quality and innovation in its segment.
"We are committed to make the brand a preferred lodging option for travellers in the moderate tier and an opportunity to franchisees and hospitality property owners," Fairfield Inn and Suites vice-president Shruti Gandhi Buckley said.
As part of its expansion in Asia, Marriott plans to set up 11 more Fairfield hotels across India, Nepal and Indonesia.
Fairfield aims to fill the gap in the moderate tier with its contemporary design, service, and quality that comes from being a part of Marriott.
"The Fairfield product is designed to meet customers' preferences around guest rooms, public spaces and food and beverage offerings. Our three-meal-a-day Kava restaurant will serve authentic Indian cuisine with western menu options in buffet and a-la carte style," Samhi chief executive Ashish Jakhanwala noted.
JW Marriott Hotels and Resorts opened its five-star luxury hotel Sept 25 in Bangalore in an upscale locality facing the popular 300-acre Cubbon Park on a towering property built by the leading realtor, Raheja group.
Built on a three-acre land where United Breweries distillery stood once, the Rs.750-crore 18-floor premier hotel has 297 rooms, including 30 suites and a presidential suite.
--IANS (Posted on 09-10-2013)