Fairfield by Marriott

What Fairfield by Marriott does

Fairfield by Marriott is a select-service hotel brand established in 1987 and operated by Marriott International, Inc. (NASDAQ: MAR). It targets cost-conscious leisure and business travelers with rooms featuring complimentary breakfast (excluded from Asia Pacific properties), flexible workspaces with free Wi-Fi, and functional bedding, operating across the Americas, Europe, Asia-Pacific, and the Middle East under a franchise model with 5,001–10,000 employees globally.

The brand is technically embedded in Marriott's property management and guest services platform, distributed through Marriott.com, the Marriott Bonvoy mobile app, the Bonvoy loyalty program (10 points per $1 USD spent, 1 Elite Night Credit per stay), third-party OTAs, and traditional travel agents. It carries nearly 40 years of brand equity rooted in the Marriott family's 1951 Fairfield Farm heritage and is positioned within Marriott's select-service tier alongside Courtyard, Four Points, SpringHill Suites, and AC Hotels.

Revenue is generated through three primary streams: transaction-based room bookings at owned, managed, and franchised properties; franchise licensing fees from property owners; and ancillary revenue captured through Marriott Bonvoy loyalty participation. The brand is currently expanding rapidly in Greater China, doubling its presence from 50 hotels in 2024 to 100 hotels by April 2026, with continued pipeline additions planned for Asia-Pacific destinations such as Zhangjiajie in 2026.

Name

Fairfield by Marriott

Legal name

Fairfield by Marriott (brand of Marriott International, Inc.)

Website

https://fairfield.marriott.com

Company type

Private

Founded year

1987

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Fairfield by Marriott is a select-service hotel brand owned by Marriott International, offering affordable rooms with complimentary breakfast, free Wi-Fi, and workspaces for leisure and business travelers across global properties distributed through the Marriott Bonvoy ecosystem and franchise operators.

Ownership category

akta.pro rank

Product category

Select-Service Hotels

NAICS

Hotels (except Casino Hotels) and Motels (72111), Hotels (except Casino Hotels) and Motels (721110), Traveler Accommodation (7211)

SIC

Hotels & Motels (7011), Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Budget Hotel Chains & Franchises (THAGABAM)

akta.pro secondary industry

Hospitality (Hotel) Property Management (BPAJAGAG)

Keywords

• Select-service hotels
• Hotel accommodations
• Business travel lodging
• Hotel franchise brand
• Loyalty hotel stays

Headquarters

HQ city

Bethesda

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Supply Chain, Technology or R&D

Revenue model

1. Hotel Room Bookings: Revenue generated from guest room rentals across owned, managed, and franchised Fairfield by Marriott properties globally
2. Franchise Fees: Franchise licensing fees from property owners operating under the Fairfield by Marriott brand
3. Marriott Bonvoy Loyalty Program: Points-based loyalty program where guests earn 10 points per $1 USD spent, generating ancillary revenue through program participation

Pricing tiers

Distribution channels5 records

Marketing channels4 records

Core offering

Fairfield by Marriott operates select-service hotels providing comfortable guest rooms with complimentary breakfast (not available in Asia Pacific), flexible workspaces with free Wi-Fi, and quality bedding. The brand operates globally under a franchise and management model and integrates with the Marriott Bonvoy loyalty program, where members earn 10 points per $1 USD spent and 1 Elite Night Credit per stay.

Product overview

Fairfield by Marriott is a select-service hotel brand that provides guests with complimentary breakfast, productive workspaces with free Wi-Fi, and comfortable rest. The brand is part of Marriott International's portfolio and positioned within their 'select' category alongside Courtyard, Four Points, SpringHill Suites, AC Hotels, and others. The brand recently celebrated opening its 100th hotel in Greater China, demonstrating significant growth since entering the market in 2017. Properties participate in the Marriott Bonvoy loyalty program, allowing members to earn points and elite night credits.

Differentiator

Problem solved

Functional benefit

Quantifiable outcome

• Earn 10 points per $1 USD spent at Fairfield properties
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Fairfield by Marriott Chongqing Nan'an DistrictcoreStrategic or Co-development Partner · 30 April 2026100th hotel milestone property in Greater China, marking significant expansion achievement. Property opened as part of brand's rapid growth strategy in Chinese market.
• Fairfield by Marriott ZhangjiajieminorStrategic or Co-development Partner · 30 April 2026Scheduled 2026 opening in Zhangjiajie as part of continued expansion across China and Asia-Pacific region.

Scale indicators5 records

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Hilton Worldwide: Hilton is the broader parent competitor with a portfolio spanning luxury to focused-service, including the Hampton brand that directly challenges Fairfield in select-service.
• Best Western: Best Western is a large franchised hotel system with comparable midscale and select-service brands that compete for franchise owners and travelers across Fairfield's geographies.
• InterContinental Hotels Group (IHG): IHG operates competing select-service brands (Holiday Inn Express, Candlewood Suites, avid hotels) at the same price tier, leveraging a comparable franchise model and IHG One Rewards loyalty platform.

Direct peers

• Hampton by Hilton: Hampton by Hilton is the most direct competitor to Fairfield in the select-service tier, offering free hot breakfast, free Wi-Fi, and workspaces at affordable price points to similar business and leisure travelers.
• Holiday Inn Express: Holiday Inn Express competes head-to-head with Fairfield in the limited-service category, with comparable complimentary breakfast, business amenities, and a large franchised global footprint.
• Courtyard by Marriott: Courtyard is a sister Marriott select-service brand serving similar business and leisure travelers but at slightly higher price points, creating internal cannibalization risk within Marriott's own portfolio.
• SpringHill Suites by Marriott: SpringHill Suites is another Marriott select-service all-suite brand targeting similar value-conscious business and leisure guests, competing directly for development capital and guests within the parent system.
• Hyatt Place: Hyatt Place targets the same select-service traveler with modern rooms, free breakfast, and 24/7 dining, competing for franchise owners and guests in markets where Fairfield operates.
• Candlewood Suites: Candlewood Suites competes with Fairfield's extended-stay use cases via IHG's suite-focused model offering kitchen-equipped rooms for longer-duration business travelers.
• Comfort Inn & Suites: Comfort Inn is a franchised midscale competitor operated by Choice Hotels, competing with Fairfield for value-conscious leisure and business guests across similar price tiers.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/fairfieldhotels
• YouTubeyoutube.com/marriott
• Facebookfacebook.com/fairfieldbymarriott
• LinkedInlinkedin.com/company/fairfield_by_marriott
• Instagraminstagram.com/marriottbonvoy
• TikToktiktok.com/@marriottbonvoy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Fairfield by Marriott