Owned and Managed by Prime Hospitality Services, Fairfield Inn & Suites by Marriott Opens in Bakersfield, California

USA, Bakersfield, California. June 04, 2019

The 122-room Fairfield by Marriott Inn & Suites in Bakersfield, California is now open with a new décor that provides guests with a feeling of warmth and calm while traveling. Located at 3540 Rosedale Highway, the Fairfield Inn & Suites Bakersfield Central will operate as a Marriott franchise, owned and managed by Prime Hospitality Services.

The Fairfield Inn & Suites Bakersfield Central offers guests convenient access to Buck Owens' Crystal Palace, the Kern County Museum and the Rabobank Arena Theater & Convention Center.

"Delivering both function and comfort, our new design and décor elevate the Fairfield brand, setting a new standard in the moderate tier category," Janis Milham, senior vice president and global brand leader, Classic Select Brands. "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 Bakersfield Central is a truly stunning example of the brand's contemporary look and feel, and we are pleased with the continued growth of Fairfield Inn & Suites hotels in the Bakersfield area."

The new décor 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 in. 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, coffeemaker and microwave.

Additional hotel amenities include an outdoor swimming pool, a fitness center with a yoga area, five electric-car charging stations, valet laundry service, complimentary Wi-Fi, as well as fax and copy services, and offers 750 square feet of meeting space to accommodate functions of up to 70 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 available, as well as complimentary coffee and tea all day in the lobby.

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Revenue Management: Focus On Profit

Revenue Management is still a relatively new profession within hotel operations and as such, it continues to evolve. One significant trend in this area is a shift away from using revenue as the foundation to generate key performance indicators (KPIs) and to instead place the emphasis on profit. Traditionally, revenue managers have relied on total revenue per available room (TrevPAR) and revenue per available room (RevPAR) as the basis of their KPIs. Now, some revenue managers are using gross operating profit per available room (GOPPAR) as their primary KPI. This puts profit at the center of revenue management strategy, and managers are increasingly searching for new ways to increase the profitability of their hotels. Return on Investment is the objective of any hotel investment, so it is only logical that profitability and ROI will be emphasized going forward. Another trend is an expanded focus on direct hotel bookings. Revenue managers know that one way to increase profitability is to steer guests away from online travel agencies (OTAs) and book directly with the hotel. This tactic also reinforces brand identity and loyalty, and encourages repeat business. In addition, it provides a valuable platform to market the hotel directly to the customer, and to upsell room upgrades or other services to them. Another trend for revenue managers involves automation in their software programs. Revenue management systems with automation are far more desirable than those without it. Automating data entry and logistics increases efficiency, allowing managers to spend more time on formulating strategy. As a bonus, an automated system helps with aggregating and interpreting data. The October issue of the Hotel Business Review will address these developments and document how some leading hotels are executing their revenue management strategies.