Fairfield by Marriott, Marriott International’s second-largest brand, is celebrating its 30th anniversary year by honouring the brand’s heritage that was born at the Fairfield Farm, Virginia, unveiling a new brand design and launching a global social responsibility initiative to expand upon its relationship with Habitat for Humanity by launching a national partnership.
Fairfield by Marriott, one of the hospitality industry’s fastest-growing brands, with nearly 900 locations worldwide, first took root at Fairfield Farm – a Hume, VA ranch purchased by JW and Alice Marriott in 1951. Fairfield Farm, nestled amongst the Blue Ridge Mountains and the Rappahannock River, served as a retreat from the everyday chaos where the Marriott family hosted friends, business associates and dignitaries (including presidents Eisenhower and Reagan) – and seeded the inspiration for the brand’s founding in 1987.
Like its namesake, the Fairfield brand was founded to provide a calm and seamless stay for all types of traveller. Soon, a legacy of trusted service and family treatment was established, along with the Fairfield 100% Guarantee service philosophy, which is upheld by more than 3000 brand associates worldwide today.
“Fairfield by Marriott has achieved rapid global growth, entering new markets like Brazil, China and Nepal this year, but those seeds were planted 30 years ago when the Fairfield Farm inspired a seamless service experience that has helped propel the brand,” says Janis Milham, senior vice president and global brand leader, Classic Select Brands. “Now in our milestone year, we’re building onto our foundation of trusted service by unveiling a new modern décor package inspired by our roots.”
The new décor package is warm, timeless, forward-thinking, and inviting with simple nods back to the brand’s heritage. Specific elements meant to evoke feelings from the Fairfield Farm include a farmhouse table in the lobby for gathering and connecting, photography from the Fairfield Farm serving as artwork in the lobby and guest rooms, natural materials and unique textures featured throughout, and a history wall in every property showing the brand’s roots. The new design launches this November and will be on display in properties this autumn – it will be present, for example, in one of the brand’s newest properties, opening outside of Boston in November.
Fairfield will also expand its support of Habitat for Humanity by launching a national partnership with a global campaign, to honour the brand’s 30-year history and look forward to its future. The campaign will span five countries throughout the month, bringing Fairfield associates together with local Habitat organisations to work alongside future and current homeowners to help them build or improve the place they call home.