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Marriott International & Eastern Crown Partner to launch Fairfield by Marriott across China

Friday, February 19, 2016, 13:00 Hrs  [IST]
By HB Staff | New Delhi

Marriott International, Inc. and Eastern Crown Hotels Group, one of China’s lodging groups, signed an exclusive 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.

The introduction of the Fairfield brand is a significant milestone in Marriott International’s expansion into the midscale hotel segment in China, and is part of the company’s strategic plan to expand rapidly across a broad spectrum of price tiers and locations across the country. 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 S. 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.”

Cheng Xinhua, Founder, President and Chief Executive Officer of Eastern Crown Hotels Group and Paul Foskey, Executive Vice President, Hotel Development, Marriott IntFairfield is a global leader in the mid-tier hotel segment, and is 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.

 
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