Read the case study at the end of Chapter 6 on Fairfield Inn by Marriott.

Read the case study at the end of Chapter 6 on Fairfield Inn by Marriott. Develop a sales program which Fairfield Inn could use to expand their sale of franchise hotel units and answer the following questions: What sales program might be best for Fairfield Inn to expand their customer awareness? What kind of marketing research would be appropriate for Residence Inns or Courtyard motels? Discuss how you would prepare a marketing research instrument for Marriott and their hotel systems.

                                  Chapter 6 on Fairfield Inn by Marriott

Fairfield Inn by Marriott is the company’s award-winning answer to the lower moderate lodging market. Fairfield Inn targets business and leisure travelers seeking clean, convenient, quality accommodations and consistently friendly hospitality at an economical price. Fairfield Inn began in 1987 and today has an occupancy rate of 76.6 percent- one of the highest in the market. More than 425 Fairfield Inn hotels span forty-eight states coast to coast-with a room rate of $49 to $79 depending on the location.

The new franchise has a minimum capital requirement of $40,000 or $400 per room. The annual franchise fee is 4.5 percent of revenues with an additional marketing and advertising fee of 2.5 percent and a reservation fee of 1.5 percent.

In 2000, the brand launched a new brand extension, Fairfield Inn & Suites, reflecting a combination of guest rooms and suites to create a moderate-tier feel at existing and new build hotels. As part of the brand’s expansion and repositioning, the following upgrades are being rolled out.

1. New guest suite amenities (in-room coffee makers, hair dryers) and suites design
2. New hotel exteriors (larger prototypes)
3. Reconfiguration of lobby and public space
4. Swimming pool and whirlpool spa
5. Complimentary contineutal breakfast served daily
6. Complimentary coffee and tea available in the lobby all day
7. Guest laundry
8. Meeting rooms in many localities
9. Exercise room
10. Facsimile service and high-speed internet
11. Same-day dry-cleaning service
12. Complimentary newspaper available in the lobby
13. Vending machines offering snacks and beverages
14. Guest elevator

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