Fairfield Inn & Suites by Marriott to Open in Fort Collins, Colorado With General Manager Kelly Laehr at the Helm

USA, Fort Collins, Colorado. December 06, 2018

The 106-room Fairfield Inn & Suites by Marriott in Fort Collins, Colorado is scheduled to open this Thursday, November 29, 2018 with a new decor that provides guests with a feeling of warmth and calm while traveling. Located at 3520 Timberwood Drive in Harmony Commons, the Fairfield Inn & Suites Fort Collins South will operate as a Marriott franchise, owned by WILLCO Development XV LLLP and managed by Spirit Hospitality.

Whether traveling for business or leisure, the Fairfield Inn & Suites Fort Collins South offers guests convenient access to I-25, the Harmony Corridor, Old Town Fort Collins, Banner Health Hospital, Colorado State University, numerous corporate campuses and world-famous breweries. Rates begin at $129 per night.

“Delivering both function and comfort, our new design and decor elevate the Fairfield brand, setting a new standard in the moderate tier category,” said Callette Nielsen, vice president and global brand manager, Fairfield Inn & Suites. “At Fairfield Inn & Suites, we provide an easy, positive and productive travel experience, as well as the promise of consistent and reliable service at an exceptional value. The Fairfield Inn & Suites Fort Collins South is a truly stunning example of the brand's contemporary look and feel, and we are pleased to introduce Fairfield Inn & Suites hotels in the Fort Collins area.”

The new decor package is warm, timeless, forward-thinking, and inviting with simple nods back to the brand's heritage. Specific elements meant to evoke feelings from the Fairfield Farm include a farmhouse table in the lobby for gathering and connecting, photography from the Fairfield Farm serving as artwork in the lobby and guest rooms, natural materials and unique textures featured throughout, and a history wall in every property showcasing the brand's roots.

The new guestroom design is impactful, unique and addresses the functional needs of the Fairfield guest for a seamless experience. The room was designed with the modern traveler's needs to stay productive on the road in mind without overcomplicating the guestroom. Each room features a modern lounge chair, serving as both functional and comfortable to either work or relax. The artwork in the room takes center stage with the window treatment acting as a focal point, displaying photography taken at the Fairfield Farm. The material is sheer and allows light to pass through the photography, warming up the room and creating a comfortable environment. The guestrooms also feature a mobile desk, a comfortable couch, refrigerator, Keurig coffeemaker and microwave.

Additional hotel amenities include an indoor swimming pool with a whirlpool spa, an exercise room, valet laundry service, complimentary Wi-Fi, as well as fax and copy services, and offers 612 square feet of meeting space to accommodate functions of up to 49 people. A complimentary hot breakfast, featuring oatmeal, scrambled eggs, sausage, make-your-own waffles and other healthy items, such as fruit, yogurt, and whole grain cereals and breads is also available.

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Social Media: Getting Personal

There Social media platforms have revolutionized the hotel industry. Popular sites such as Facebook, Twitter, Pinterest, Instagram, Snapchat, YouTube and Tumblr now account for 2.3 billion active users, and this phenomenon has forever transformed how businesses interact with consumers. Given that social media allows for two-way communication between businesses and consumers, the emphasis of any marketing strategy must be to positively and personally engage the customer, and there are innumerable ways to accomplish that goal. One popular strategy is to encourage hotel guests to create their own personal content - typically videos and photos -which can be shared via their personal social media networks, reaching a sizeable audience. In addition, geo-locational tags and brand hashtags can be embedded in such posts which allow them to be found via metadata searches, substantially enlarging their scope. Influencer marketing is another prevalent social media strategy. Some hotels are paying popular social media stars and bloggers to endorse their brand on social media platforms. These kinds of endorsements generally elicit a strong response because the influencers are perceived as being trustworthy by their followers, and because an influencer's followers are likely to share similar psychographic and demographic traits. Travel review sites have also become vitally important in reputation management. Travelers consistently use social media to express pleasure or frustration about their guest experiences, so it is essential that every review be attended to personally. Assuming the responsibility to address and correct customer service concerns quickly is a way to mitigate complaints and to build brand loyalty. Plus, whether reviews are favorable or unfavorable, they are a vital source of information to managers about a hotel's operational performance.  The February Hotel Business Review will document what some hotels are doing to effectively incorporate social media strategies into their businesses.