Marriott International has inked a partnership with Chinese firm Eastern Crown Hotels group to aggressively expand its footprint throughout China.
The agreement will bring the Fairfield by Marriott brand to mainland China, with plans for up to 100 hotels open within the next five years.
Marriott has targeted having at least 140 Fairfield hotels signed by 2021, with each hotel having around 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, managing director of Marriott International Asia Pacific.
"Fairfield will focus on young consumers and business travellers looking for a comfortable and productive stay at a great value."
The midscale Fairfield brand will become Marriott’s tenth in Mainland China and is the company’s second largest brand overall with more than 750 hotels in the US, Canada, Mexico, and India.
Marriott has so far opened 80 hotels in 25 Chinese cities, comprising The Ritz-Carlton, JW Marriott, Marriott Hotels, Renaissance, Courtyard and Marriott Executive Apartments brands.
"Eastern Crown Hotels Group and Marriott share the same goal of creating high-quality, customer-centric products, and continuing to develop and improve the products to meet customer needs. We are delighted to work with Marriott in this segment, combining our knowledge of the Chinese consumer and Marriott’s quality and expertise," said Cheng Xinhua, chief executive of Eastern Crown Hotels Group.
