We propose a novel media access control (MAC) protocol, referred to as signaling-free max-min airtime fair (SMAF) MAC, to improve fairness and channel utilization in ad hoc networks based on IEEE 802.11 wireless local area networks (WLANs). We introduce busy time ratio (BTR) as a measure for max-min airtime fairness. Each node estimates its BTR and adjusts the transmission duration by means of frame aggregation and fragmentation, so that it can implicitly announce the BTR to neighbor nodes. Based on the announced BTR, each of the neighbor nodes controls its contention window. In this way, the SMAF MAC works in a distributed manner without the need to know the max-min fair share of airtime, and it does not require exchanging explicit control messages among nodes to attain fairness. Moreover, we successfully incorporate the hidden node detection and resolution mechanisms into the SMAF MAC to deal with the hidden node problem in ad hoc networks. The simulation results confirm that the SMAF MAC enhances airtime fairness without degrading channel utilization, and it effectively resolves several serious problems in ad hoc networks such as the starvation, performance anomaly, and hidden node problems.