Marriott International and China-based Eastern Crown Hotels Group have inked a development agreement that will bring the Fairfield by Marriott brand to mainland China. The agreement lays out a plan for 140 hotel signings in five years, 100 of which would be open by 2021. The brand will be midscale, with each property expecting to offer 100-150 rooms.
"China is the fastest-growing market in Asia for us," said Craig S. Smith, president and managing director of Marriott International Asia Pacific. "The rising disposable incomes of the middle class and development of the consumption-led economy are driving an increased demand for higher quality mid-range accommodation. Fairfield will focus on young consumers and business travelers looking for a comfortable and productive stay at a great value."
The brand's aesthetic in China will be based on warm, earthy tones and natural materials, and promises a contemporary western style. The new properties will offer flexible public spaces, spacious guest rooms and comfortable workspaces.