The Fairfield Inn target is focused primarily on work and is seeking a hotel that expertly delivers the basics (consistency, cleaniness, courteousness, and safety). They seek the confidence that they will have positive outcomes on business travel. They have experienced the indignities of business travel and so are looking for respect, humanity and common courtesy in their hotel stay. Confidence in a hotel refers to an "issue free" experience with a lack of problems.
These guests prefer to do things themselves and to want a predictable hotel experience that helps them feel in control and keep their routine intact. They have little free time on business travel and therefore value productivity-enabling technology. They are slightly more value focused than general frequent business travelers.
In a category where the only thing standard is a bed hard as cement and a breakfast made of cardboard, Fairfield Inn is truly an unbelievable hotel. Comfortable beds. Friendly staff. Free hot breakfast. Free wireless Internet. To some people this is unheard of. Unthinkable. Like magic, even. But why don’t you come see for yourself? Just one night, and you’ll believe, like we do, that anything is possible.
STAYING IS BELIEVING
