Fairfield by Marriott

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FAIRFIELD BY MARRIOTT SEE THE OPPORTUNITY — INDIA

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®

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With more than 3,500 properties worldwide, 137,000 employees, 70 countries and territories around the globe, and 50 different languages

3,500 PROPERTIES WORLDWIDE

The Power of Marriott is Undeniable.

137,000 EMPLOYEES

GLOBAL BRANDS, LOCAL SOLUTIONS 03 INTRODUCTION 05 THE POWER OF MARRIOTT

70 COUNTRIES AND TERRITORIES

Global Brands, Local Solutions

Global Brands, Local Solutions WELCOME TO MARRIOTT. We are a global hospitality powerhouse, yet we are grounded in the core values of our founder, J. Willard Marriott, Sr. — quality, integrity and a spirit to serve the customer. We believe in the strength of relationships — long-term relationships that are mutually beneficial to our associates, our customers and development partners. We also believe success is never final. It drives us to

We continue to see tremendous opportunity in India for

deliver exceptional quality hotels and service, and it

a hotel that will meet the needs of the burgeoning middle-

drives us to continue to expand in rapidly growing markets

class business traveller and will provide a sound investment

such as India. We have been in India since 1999, with

opportunity for developers interested in growing with us.

our Goa Marriott® Resort, and have a large and rapidly growing network of hotels across the countr y.

We invite you to learn more about Marriott and our Fairfield

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brand, which we have thoughtfully designed to meet the core needs of the value-seeking Indian business traveller while providing developers flexibility to expand the brand in a number of locations.



INTRODUCTION

03

Global Brands, Local Solutions

Fairfield Harnesses the Power of Marriott MARRIOTT IS THE LEADING HOSPITALITY BRAND IN THE WORLD driven by our exceptional people, our commitment to excellence, our powerful revenue generating engines and an unparalleled knowledge of the customers we serve. When you become part of the Marriott family of brands, you gain access to resources unlike any others … The strongest and first globally integrated reservation

Access to a global network of experts in development,

system, which produced over US$23 billion in gross

operations, revenue management, food and beverage

room revenue in 2009

as well as in-market teams well versed in the Indian

Marriott.com, the world’s largest lodging website, is also the 8th largest online consumer retail site World-class sales and marketing organisation The industry’s most preferred loyalty programme, Marriott Rewards®, which boasts more than 33 million members worldwide

consumer and industry dynamics A disciplined approach to managing brand quality that includes robust guest survey techniques and careful audits of each hotel to ensure a consistent, quality guest experience As Fairfield grows in India, it will leverage these power ful global resources to drive a competitive advantage for the brand and its owners.



THE POWER OF MARRIOTT

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With a burgeoning middle-class — yet very few branded, quality hotels to serve them — India presents a growth opportunity segment for real estate developers.

BY 2025, THE MIDDLECLASS WILL REPRESENT 40% OF THE POPULATION IN INDIA*

TRAVEL & TOURISM IS FORECAST TO GROW 8.5% THROUGH 2020**

Fairfield is the Answer. THE FAIRFIELD OPPORTUNITY 09 INTRODUCTION 11 FOCUS ON THE CUSTOMER

HOTELS FOR VALUESEEKING TRAVELLERS ARE UNBRANDED AND INCONSISTENT

* The ‘Bird of Gold’: The Rise of India’s Consumer Market, McKinsey & Company, May 2007 ** World Travel & Tourism Council, 2010

Most moderate-tier Indian hotels are unbranded, leaving opportunity for a globally recognised, quality brand.

The Fairfield Opportunity

It’s Right, It’s Easy, It Works THE BRAND IS PERFECTLY POSITIONED TO DELIVER ‘CONFIDENT TRAVEL’. Travellers can rely on it to make their stay more successful. Developers can rely on it to deliver strong returns. IT’S RIGHT

IT’S EASY

The Fairfield product is a perfect fit for the moderate-tier

We have product design and operations support systems

category in India. We’ve studied the market opportunity,

to make getting off the ground and sustaining a profitable

the competitors, customers, and created a solution that

venture long-term relatively easy. Our in-market resources

is perfectly tailored for the customer and designed to

can support you in planning, construction, ongoing

deliver strong returns for developers. There is great

performance management and operations.

flexibility in how and where a Fairfield may be built. We have options for ground-up construction; use of an

IT WORKS

existing commercial shell; or as part of a mixed-use

Fairfield has a proven track record in the U.S. moderate-

project. Our development team can help you analyse

tier category. And Marriott has a proven track record in

your site and outline an investment model that works.

India. For almost 25 years, Fairfield has provided frequent business travellers high-quality hotels with consistent service, at an exceptional value. Fairfield is Marriott’s fastest growing brand in the U.S. and has consistently delivered market share growth, increasingly high levels of customer satisfaction and strong returns for investors.

INTRODUCTION

09

5 Reasons Why Fairfield is a Smart Choice

3.

Flexible design options to adapt to a range of site needs

1.

2.

4.

5.

Grounded in research and testing demonstrating strong appeal amongst Indian business travellers

Efficient cost to build and ongoing operating costs resulting in a strong return on investment

Backed by the strength of the Marriott brand and its resources — both globally and locally

Proven track record of delivering a consistent, quality experience

The Fairfield Opportunity

Focus on the Customer DESIGNED, FROM THE GROUND UP, FOR THE INDIAN BUSINESS TRAVELLER. One of the reasons Marriott and the Fairfield brand have been so successful is that we have an unrelenting focus on understanding the customer, their needs, and designing product and service solutions that exceed their expectations. In designing a product that would be successful in

A robust and culturally relevant Food & Beverage offering

India, we started where we should start … with the Indian

Business support systems, including modern technology;

Business Traveller. We have carefully invested time assessing the competition; studying guest behaviours; and gathering their feedback on our design. We listened and adapted the design to better meet their needs. The Fairfield India design is based upon several core needs of the traveller:

ample work space in the room; and meeting facilities to help them be productive on the road Attentive, respectful service that makes them feel welcome and supported … All delivered at an exceptional value

The desire for a quality product that they can count on to consistently deliver



FOCUS ON THE CUSTOMER

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We have leveraged our expertise in building and operating quality hotels across the globe as well as our in-depth knowledge of India and its customers. The result is a flexible, economically smart and modern hotel.

FLEXIBLE TO SITE

ECONOMICALLY SMART

Fairfield Design Direction EXTERIOR DÉCOR INSPIRATION

MODERN AND STYLISH DESIGN

PUBLIC SPACE 18 OVERVIEW 19 KEY ZONES 20 FLOOR PLAN 22 FOOD & BEVERAGE OVERVIEW 26 MEETING ROOMS 27 ADDITIONAL AMENITIES GUEST ROOMS 28 GUEST ROOM OVERVIEW 29 SQUARE GUEST ROOM 34 RECTANGULAR GUEST ROOM

Fairfield Design Direction

Exterior It’s flexible, economical, yet iconic The building has a simple, modern stucco design

The prototypical design proposes six floors atop a single

across the majority of the façade. An iconic glass sleeve

supporting basement.

surrounding the elevator tower provides transparency and natural light into the public space while also creating an inviting sense of arrival. Great care and attention has been given to incorporating green and sustainable practices, materials and conservation techniques. The prototypical model is based on a 155 key, six level, double-loaded hotel situated on a 4,600-square-metre site. With a flexible kit-of-parts, the prototype may be scaled up or down to meet market needs, site conditions or integration into mixed-use developments.

Ground level accommodates public spaces and staff service support areas Mezzanine contains additional meeting areas, exercise room, 23 guest rooms and hotel management / sales offices Floors 3-6 provide typical guest room floors with 33 keys per floor Basement level houses core support, back of house and engineering functions



EXTERIOR

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Fairfield Design Direction

Décor Inspiration OVERVIEW A CONTEMPORARY EXPRESSION OF INDIA. The décor for Fairfield by Marriott is a sophisticated and contemporary interpretation of the rich culture and natural beauty of India. The primary décor scheme for both public areas and

Throughout the hotel, we’ve utilised indigenous materials,

the guest rooms, called Jewel, is based in deep blues

such as Indian stones and woods. Select fabrics are

and greens reminiscent of the rich colours found in

sourced from Indian mills and carr y a distinctive, yet

Indian jewellery, embroidered textiles and the magnificent

modern, motif.

feathers of the peacock. As an alternative, we’ve developed a second scheme, Spice, that pays homage to the delicious Indian cuisine and spices such as saffron, turmeric and curry.



DÉCOR INSPIRATION

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Public Space OVERVIEW Modern, inviting, adaptable

Because the public space plays such a critical role in

Upon entry, guests will see and experience the quality

supporting the travellers’ needs from dining, to meeting,

design and thoughtful planning, making them feel confident

to socialising, we put extraordinary thought into creating

they’ve made the right choice.

spaces that would exceed their expectations yet also be

The design sets Fairfield apart from other moderately

economic and efficient to build and operate.

priced Indian hotels.

Fairfield Design Direction

Public Space KEY ZONES The public areas are open with a spacious feeling, yet smartly zoned and flexible enough to meet the full range of guest needs throughout the day.

D E C

A

HOTEL ENTRANCE / WELCOME / SECURITY

B

BAR / LOUNGE

C

RESTAURANT WITH PRIVATE DINING AND OPTIONAL TERRACE SEATING

D

BACK OF HOUSE

E

MEETING ROOMS

B

A



KEY ZONES

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Public Space FLOOR PLAN

1

HOTEL ENTRANCE

2

BAR / LOUNGE

3

RESTAURANT

4

KITCHEN

5

‘THE MARKET’

6

MEETING ROOMS

4

5

2 3

SCALE 1:150

Fairfield Design Direction

2

6 1

3

Public Space 6

SNAPSHOT

Food & Beverage spaces that can

24 hour / 7 day a week Market for

adapt to fit site needs 3-meal-a-day restaurant with buffet and

drinks and snacks to take away Ample meeting spaces throughout Modern Fitness facility

à la carte service

1

Bar and Lounge with specialty coffee and tea service

4

6

5



FLOOR PLAN

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Public Space Food & Beverage overview Quality, authentic, smartly designed

With Marriott’s experience in India, we understand

The turnkey programme is easy to execute and includes

the importance of a quality Food & Beverage offering.

ever ything from a concept name, graphics package and

Thus, we’ve created a branded, turnkey Food & Beverage

marketing materials to menu development.

solution, specifically for Fairfield, that is cost effective to build, efficient to operate and generates strong returns. Importantly, this concept was tested with over 300 Indian travellers and achieved top-tier ratings, indicating a strong Food & Beverage contribution to the hotel’s bottom line.

The plan itself includes multiple revenue generating options including the Restaurant, Bar / Lounge, specialty coffee and tea offerings, the Market and convertible Meeting Space. Designed as a kit-of-parts, it can be scaled to the needs of the project. Space is efficiently apportioned to adapt to guest needs while keeping ser vice and operations efficient for associates.

Fairfield Design Direction

Public Space restaurant

A Profitable Concept* 88% of respondents say the offering improves their willingness to stay at Fairfield by Marriott

It significantly increases intent to dine in the hotel The testing suggests higher revenue potential *Based upon testing amongst 300+ Indian business travellers

Open, contemporary restaurant space invites guests to experience the flavours and lively atmosphere from morning through evening. Private dining rooms offer a special, secluded dining space that can also be used for meetings and receptions. An optional outdoor terrace provides additional seating and access to the outdoors. food & Beverage

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Public Space KITCHEN

Beyond the buffet, an attractive open kitchen allows guests to see chefs preparing the day’s delicious, regional offering whether it be dosa at breakfast or fresh kebabs at lunch or dinner.

Fairfield Design Direction

Public Space BAR / LOUNGE

The Bar / Lounge is a flexible space that works well throughout the day — from morning specialty coffee and tea, to the evening, where it becomes a vibrant space to drink, enjoy a light snack and socialise. The Lounge, with flexible seating, tables, music and lighting to support transitions through the day, can also function as additional meeting space.



FOOD & BEVERAGE

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Public Space MEETING ROOMS Thoughtfully planned and expandable for enhanced revenue potential

Knowing that demand for meeting space can expand beyond dedicated rooms, we’ve not only designed larger meeting rooms, but we’ve also created flexibility in other areas of the public space to convert to meeting space as demand increases and thus drive the hotel’s revenue potential.

The meeting programme includes: 160-square-metres of dedicated meeting space

•

Modern technology and comfortable, conference-

•

style seating Other public space areas, including the restaurant’s private dining rooms, can be used for conferences or receptions.

Fairfield Design Direction

Public Space ADDITIONAL AMENITIES Fitness Room The Fairfield Fitness Room contains the latest in modern cardiovascular equipment and weights. It is thoughtfully designed with abundant use of natural light, mirrors and vibrant music.

The Market Adjacent to the front desk, this retail nook offers guests drinks and tasty snacks to take away as well as an assortment of small travel necessities.



ADDITIONAL AMENITIES

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Guest Room Overview GUEST-CENTRED, HIGH-QUALITY, SMART DESIGN. In our minds, good value does not mean compromise. This space-efficient, 20-square-metre room is not only beautiful and stylish, it also contains all the critical features guests need on their stay. We offer two room designs to accommodate various sites. With a modern palette; clean lines, creative space

To provide developers flexibility, we have created two

planning; and thoughtful use of durable, easy-to-maintain

different room designs — a square room for green field,

materials, it’s a room that will maintain guest appeal

prototypical buildings and a rectangular room for mixed-

and stay looking fresh over time.

use development or conversions of an existing shell. Beyond the architectural choices, two décor palettes, Jewel and Spice, can be applied to reflect local preferences.

Fairfield Design Direction

Square Guest Room FLOOR PLAN

4.57 M

4.37 M

Amenities LCD TV with cable Wireless high-speed Internet One phone by bed

Tea service Complimentary bottled water Full-length mirror Iron / Ironing board

Desk with ergonomic chair In-room safe

Hair dryer

Refrigerator



SQUARE GUEST ROOM

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Square Guest Room KING — JEWEL DÉCOR SCHEME ‘Like the flooring, the walls, all the colours. It’s very light, no tension, it’s very relaxing. It’s peaceful. It’s very good’. – SUNITA, AGE 34, DELHI

‘I love it. It’s wow’. – DEEPAK, AGE 44, HYDERABAD

It is spacious feeling, with large windows and abundant natural light. The king bed measures 1.6m x 2m. A wall-mounted LCD TV can easily be viewed throughout the room.

Tile flooring throughout keeps the space open, feeling clean and is easy to maintain. Where needed in certain markets, a pull-out bed, hidden beneath the larger bed, offers space for additional guests.

Fairfield Design Direction

Square Guest Room DOUBLE TWIN ‘You have done a lot in the space, the same area has more than what I’m used to. You’ve managed and planned it well’. – MANOHAR, AGE 31, MUMBAI

This room maintains the key features of the King room yet accommodates multiple guests comfortably. The twin bed measures 1.1m x 2m.



SQUARE GUEST ROOM

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Square Guest Room BATH AND WORK SPACE

‘This is an upgrade to what I’m used to’. – PRASHANT, AGE 28, DELHI

BATH The light, open, spa-like bath feels spacious. Smart design creates separation between wet and dry areas, yet sufficient space for both.

WORK SPACE It offers ample work space and a comfortable, ergonomic chair. Task lighting helps guest focus.

Multiple, accessible outlets make plugging in easy.

Fairfield Design Direction

Square Guest Room KING — SPICE DÉCOR SCHEME ‘This is better than the others … all the way around. Marriott will give me confidence the brand is good’. – MEERAJ, AGE 36, MUMBAI

The additional décor option, Spice, provides an alternative scheme to Jewel.



SQUARE GUEST ROOM

33

Rectangular Guest Room FLOOR PLAN

5.56 M

Amenities LCD TV with cable Wireless high-speed Internet One phone by bed Desk with ergonomic chair In-room safe Refrigerator

3.57 M

Tea service Complimentary bottled water Full-length mirror Iron / Ironing board Hair dryer

The rectangular room works well for mixed-use development or conversion of an existing shell.

Fairfield Design Direction

Rectangular Guest Room KING

The aesthetic quality and functionality of the square, prototypical room are preserved. It has both a King and Double Twin layout.



RECTANGULAR GUEST ROOM

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The entire building is deliberately and carefully designed to make the most efficient use of space in order to maximise returns. Yet, the guest experience remains exceptional.

SMART USE OF SPACE

EFFICIENT BUILDING TECHNIQUES

Area Programme, Site and Floor Plans SOUND RETURNS

AREA PROGRAMME, SITE AND FLOOR PLANS 38 AREA PROGRAMME DETAIL 40 SITE PLAN 41 BASEMENT 42 GROUND FLOOR 43 MEZZANINE 44 TYPICAL GUEST FLOOR

Area Programme Detail FRONT OF HOUSE

GUEST ROOMS

King Double Twin Accessible King

PERCENTAGE

80% 20% n / a

UNITS

120 30 5

UNIT AREA

20 SM Net 20 SM Net 28 SM Net

Total Units 155 Total Guest Room Area

TOTAL (SM)

2400 600 140 3140

GUEST ROOM SUPPORT / CIRCULATION

PER FLOOR

AREA

TOTAL (SM)

Five Typical Guest Room Levels Elevator Lobby and Linkage Ice Alcove Guest Corridor Emergency Egress Stairs ~ All Seven Levels 12.5 SM Each

1 1 1 2

39 2.5 130 12.5

195 12.5 650 186

Elevator Hoists ~ All Seven Levels Service Elevator Foyer Linen and Housekeeping

3 1 1

17.5 3.75 14

123 19 70

Total Guest Room Support

1256





TOTAL (SM)

Food & Beverage Three Meal Restaurant ~ [98 Seats] Including Buffet and Two Private Dining Areas Outdoor Terrace ~ [ 30 Seats+ / -] Lounge ~ [ 20 Seats] Outdoor Terrace ~ [ 15 Seats+ / -] Market Place Gourmet Coffee

n / a 86 n / a 19 9

Function Areas Salon 1 ~ Lobby Level Salon 2 ~ Lobby Level Salon 3 ~ Mezzanine Level Business Library  /  Lobby Alcove

40 80 53 13

Recreation Exercise Room ~ Mezzanine Level

50

Public Circulation Lobby ~ Arrival, Waiting, Reception and Reception Desk Galleria to Lounge and Restaurant Meeting Room Pre Function ~ Lobby Level Meeting Room Pre Function ~ Mezzanine Level Guest Toilets ~ Lobby and Mezzanine Levels

125 51 40 12 53

Total Front of House

856

225

BACK OF HOUSE

BACK OF HOUSE

TOTAL (SM)

TOTAL (SM)

Administration Front Office ~ Including Guest Safety Deposit Vault Executive and Sales Offices Accounting Office Personnel and Training Security

33 65 40 73 17

Employee Locker, Toilet and Changing Cafeteria, Including Serving Line

Miscellaneous Services General Storage ~ Lobby Level 12 Custodial Support ~ Lobby Level 7 General Storage ~ Basement Level 36 Garage Elevator Foyer and Driver’s Lounge if Basement Parking Provided (40 SM) General B of H Circulation Corridors ~ Lobby and Basement Levels 355

72 52

Laundry and Housekeeping Laundry Housekeeping Uniform Issuance

72 70 21

Food & Beverage Support Main Kitchen Procurement Office Receiving and Processing Commissary Support and Storage Refuse Holding and Disposal

125 11 22 60 19

Engineering and Maintenance Engineering Office and Workshop Chiller Plant Hot Water Plant Emergency Generator Electrical Switch Gear Elevator Machine Rooms Lobby HVAC Mechanical Rooms Cooling Tower Enclosure Cisterns (continued)

54 72 30 32 18 85 18 n / a n / a

(continued)

Area Programme, Site and Floor Plans

Area Programme Detail

Total Back of House 1471

SUMMARY



Total Guest Rooms 155 Total Guest Room Support and Circulation Total Front of House Total Back of House Total Gross Building Area* Total Square Metres per Key

TOTAL (SM)

3140 1256 856 1471 6723 43

Data is estimated on a 155 key preliminary market prototypical model. *Gross building area excludes façade



AREA PROGRAMME DETAIL

39

Site Plan

SCALE 1:150

Area Programme, Site and Floor Plans

Basement

1

4

5

6

7

8

10 9

11 12

3

13

2 14

15

SCALE 1:125

1

MAIN SERVICE ELEVATOR FROM DOCK

6

STAFF CAFETERIA

11

HOUSEKEEPING

2

MAIN SERVICE CORRIDOR

7

ENGINEERING MAINTENANCE

12

UNIFORM ISSUANCE

3

SECONDARY SERVICE ELEVATOR

8

CHILLER PLANT

13

ADMINISTRATIVE OFFICES

4

FOOD & BEVERAGE COMMISSARY AND STORAGE

9

STAFF LOCKER, GROOMING AND TOILET

14

ELEVATOR FOYER, IF GARAGE PROVIDED

5

GENERAL STORAGE

10

LAUNDRY

15

OPTIONAL PARKING GARAGE ~ 36 STALLS

BASEMENT

41

Ground Floor

SCALE 1:150

Area Programme, Site and Floor Plans

Mezzanine

1

2

SCALE 1:125

1

FITNESS ROOM

2

MEETING ROOM





MEZZANINE

43

Typical Guest Floor

SCALE 1:125

Getting Started … We hope you now see why Fairfield by Marriott is the answer for capitalising on the growing, moderate-tier Indian market.

Contact our India-based development team at MarriottDevelopment.com

IT’S RIGHT

IT’S EASY

IT WORKS

The brand is built from the

Our local support team plus the

The brand has a proven track

ground up, to meet the needs

global power of Marriott make

record of success with both

of the target customer.

getting off the ground and

customers and investors.

It is designed to be economically and operationally efficient to deliver sound return

sustaining a profitable venture for the long term relatively easy.

And, Marriott has demonstrated its ability to develop and operate high-performing hotels in India.

on investment.

INTRODUCTION

A

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