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Marriott cosies up to India with Fairfield launch
Rohit Kaul, New Delhi, July 5, 2013

MARRIOTT International is strengthening its presence in India, with the upcoming September 1 debut of Asia-Pacific's first Fairfield property in Bengaluru and engagement with the local travel trade.


The 148-key Fairfield by Marriott Bengaluru Rajajinagar, situated close to Bengaluru International Exhibition Centre and 50 minutes away from Bengaluru International Airport, will offer three meeting rooms and 201m2 of meeting space in total.


“We are launching our first Fairfield brand in Asia-Pacific with the opening of Fairfield Bengaluru on September 1 this year. Our plan is to open a number of Fairfield properties in Tier Two and Tier Three Indian cities,” said Vishal Gupta, director of travel trade sales-India, Marriott Hotels India.


“Marriott is adding four hotels on average every year in India. Fairfield, which is a mid-scale brand, will be an important part of our expansion strategy,” he added.


Marriott International plans to introduce the Fairfield brand in other Indian cities including Surat, Vadodara, Indore, Ranchi, Manesar, Goa, Mumbai, Lucknow, Noida and Visakhapatnam.


Marriott in February signed a franchise agreement with GHJM Hotels for the Fairfield by Marriott in Surat, Gujarat (TTG Asia e-Daily, February 7, 2013).


“Marriott has been a successful hotel group in the Indian market and we expect the Fairfield brand will be well accepted here,” said Manan Mahajan, vice president, Yatra Exotic Routes.


Marriott International is also looking to strengthen links with the travel trade, through which it derives eight per cent of its business in India and aims to increase this to 15-20 per cent by end-2013. 


The travel trade was a “focus area” for Marriott this year, said Gupta.


Marriott International kickstarted customer appreciation events last week with Yatra Exotic Routes, is working towards popularising the Marriott Affiliate Program among Indian travel consultants, and is planning its first travel trade awards this year.


“We are asking travel trade partners to enrol in a pin number programme, which will give consultants access to wholesale rates,” said Gupta.

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