Marriott Converts Fairfield Suites to SpringHill Suites by Marriott . New Product Positioned to Capture Share in the Upper Moderately Priced All-Suite Lodging Segment
WASHINGTON, D.C., October 13, 1998 -- Marriott International, Inc. (MAR / NYSE) confirmed plans to convert Fairfield Suites to SpringHill Suites by Marriott. Solidly positioned in the upper moderate tier, SpringHill Suites will be a strong addition to Marriott's portfolio of brands and a growth opportunity in the company's segmentation strategy. Over the next five years, SpringHill Suites is projected to grow to 125 properties with locations...
Marriott will convert 27 Fairfield Suites (currently open or under construction) to the SpringHill Suites product. Introduced in March 1997, Fairfield Suites quickly exceeded expectations in rate and occupancy as well as guest satisfaction and became the model for the SpringHill Suites concept. The Fairfield Suites development pipeline will be converted to SpringHill Suites. Fairfield Inn by Marriott, which leads the upper economy lodging segment and represents 368 properties, will continue to expand throughout North America.
"Working closely with our franchisees, we discovered an all-suite market segment with strong customer demand and exceptional growth potential," said Steve Weisz, executive vice president of Lodging Brands, Marriott International. "Based on our early success with Fairfield Suites, we're confident in the future of SpringHill Suites and its unique ability to quickly capture share in this emerging market. Clearly, SpringHill Suites plays a key role in Marriott's proven lodging segmentation strategy."
Testing of the new brand revealed SpringHill Suites is appealing to both business and leisure travelers, especially women and families. "The combination of increased space, functionality and unexpected value is very attractive and sets a new lodging standard for the mid-priced customer," added Weisz.
SpringHill Suites will enter the market with room rates ranging from $75 to $95 per night. Each guest suite is 25 percent larger than a traditional hotel guest room and features separate working, eating and sleeping areas (see attached floor plan).
Most SpringHill Suites will offer between 90 and 165 guest suites and feature multi-story construction, porte-cochere entrance, and well-appointed front desk and lobby area. In-suite amenities will include:
pantry area with personal size refrigerator, microwave, in-room coffee and sink
large 45" x 28" well-lit desk with phone and data port
voice mail and personal messaging system
second phone in bedroom
free local phone calls
21" television
upholstered chair and ottoman with floor lamp
pull-out sofa bed
two compartment bathroom with separate vanity
reprogrammable card-key door lock security system
non-smoking suites and suites equipped for people with disabilities
SpringHill Suites will also offer complimentary continental breakfast, fax and copy service, same-day dry cleaning, indoor swimming pool and whirlpool spa and exercise room.
Potential enhancements to the brand currently being tested will include self-service business services, automated check-in, increased in-suite entertainment options and additional food and beverage choices. SpringHill Suites will also be a full participant in the Marriott Rewards frequent travel program.