From Bottom Quartile to Brand Excellence: A Full-Spectrum Turnaround
The Challenge
When Commonwealth acquired the Fairfield Inn near Orlando International Airport in 2015, the property had location working in its favor, situated just outside the nation’s tenth busiest airport with a consistent demand base. But the asset was underperforming on nearly every operational dimension. The physical product was dated, guest service scores had fallen to the bottom quartile of the Marriott brand, and the sales strategy needed a complete rethink.
Our Solutions
Commonwealth deployed a three-part turnaround strategy addressing the physical product, the guest experience, and revenue generation simultaneously. A $2.1 million renovation implemented Marriott’s newest design concepts, modernizing the property and restoring its competitive position in a high-demand market. An operational overhaul rebuilt the service culture from the ground up, with new standards, training, and accountability frameworks that drove measurable improvement in guest satisfaction. Finally, a redeployed and refocused sales team was positioned to capture the demand the renovated property now deserved.
The Results
The results validated the integrated approach. Guest service scores climbed from the bottom quartile to the top quartile of the entire Marriott brand, a remarkable reversal that reflected genuine operational transformation. Revenue grew 34% during the holding period, and in 2017 the Fairfield Inn Orlando Airport received Marriott’s Excellence Award, recognizing the quality of both the renovation and the ongoing operational performance.
