Fairfield by Marriott debuts in Seoul and adds to select-service brand presence with three properties due to open next year in vibrant hospitality market.
Marriott International’s Select-Service brands are proving to be an integral component of the company’s vigorous expansion in South Korea with five openings in this category over the last three years, and three openings in the pipeline. Marriott International currently operates nine hotels in the region under the Courtyard by Marriott, Fairfield by Marriott, Four Points by Sheraton and Aloft Hotels brands. The growth in the Select-Service segment is in direct response to demand from the increase in both inbound tourists and domestic travelers, which is providing significant opportunities for expansion in the market.
Marriott International currently operates 21 hotels in the market, of which nine – almost half – are Select-Service properties. The rapid growth of Select-Service hotels is enabling more travelers to experience the quality of international brand names at affordable price points in some of the region’s most exciting cities and upcoming destinations.
“South Korea presents tremendous growth opportunities for our Select-Service brands, particularly in second or third tier cities, as well as domestic leisure destinations” said Peggy Fang Roe, Chief Sales and Marketing Officer Asia-Pacific, Marriott International. “While our luxury segment remains strong, our Select-Service brands present a new, wallet friendly option, whilst maintaining the high levels of service excellence and brand quality that is expected from Marriott International hotel brands. We see that our Select-Service presence in South Korea is appealing to the rising number of middle class tourists from both outside and within the country.”
“At Marriott International, we are committed to providing our guests with the most memorable and fulfilling experiences. The unprecedented growth in this category underscores how travelers are now seeking out high-quality experiences albeit at a lower price points. They can choose from the reliable comforts of our Classic Select brands whilst staying at Courtyard, Four Points or Fairfield hotels. Or stay at our lifestyle select service hotel, Aloft, a brand that embraces individual interests and passions such as live music and state-of-the-art tech,” said Mike Fulkerson, Vice President, Brand and Marketing Asia-Pacific, Marriott International.
To increase its appeal across its portfolio of brands, Marriott International unified its three separate loyalty programs -Marriott Rewards, The Ritz-Carlton Rewards, and Starwood Preferred Guest (SPG) on August 18, 2018. The three programs now operate under one set of benefits and one currency spanning the entire loyalty portfolio of 29 brands and more than 6,700 participating hotels in 130 countries and territories. Across Asia Pacific, an additional new Food & Beverage benefit allows members to enjoy up to 20 percent food and beverage savings; and earn up to 10 points for every US$1 spent (minimum spend US$10*) at over 2,200 Marriott International F&B outlets in Asia Pacific.
International brand standards and time-honoured hospitality with classic select service brands
Courtyard by Marriott, Four Points By Sheraton and Fairfield By Marriott
Popular among both business and leisure travelers, Courtyard by Marriott is the hotel brand of choice for ambitious and enterprising guests who see travel as a driver of personal fulfillment and professional growth. Courtyard provides opportunities for guests to pursue both their personal and professional passions on the road. The brand recently opened the Courtyard by Marriott, Seoul Botanic Park to add to the collection of Courtyard hotels in Namdaemum, Pangyo and Times Square in the city, taking the total number in the market to four.
Marriott International opened the Four Points by Sheraton, Seoul, Gangnam earlier this year to double the presence of the brand in the market. The brand will also expand to Suwon, with the opening of Four Points by Sheraton Suwon in early 2019. Known for its Best Brews™ program offering local craft beers on tap, every Four Points by Sheraton hotel provides an authentic sense of place where guests can kick back and relax in timeless style and comfort.
Fairfield by Marriott is a Classic Select brand in the fast-growing upper midscale hotel segment, targeting business and leisure travelers looking for quality and value. The brand made its debut in South Korea this year with the launch of Fairfield by Marriott, Seoul. It is the largest Fairfield by Marriott hotel in the world with 572 rooms. Two more hotels are due to open next year – Fairfield by Marriott Busan and Fairfield by Marriott Busan Songdo Beach.
Fairfield hotels are designed for today’s traveller looking for simplicity and consistency. In addition to thoughtfully designed rooms, complimentary Wi-Fi, hot breakfast and a 24/7 market with simple snacks and drinks, Fairfield guarantees warm hospitality all at a great value.