Fairfield by Marriott

Marriott International developed the concept for Fairfield Inn in the late 1980s to compete with other economy limited-service (ELS) hotel chains (below $45 a night) like Days Inn, Hampton Inn, and Red Roof Inn. The first location opened in October 1987 in Atlanta, Georgia. Facing well-established competition, Fairfield Inn needed a strategy to differentiate itself from its competitors. Management implemented Scorecord terminals to allow guests to rate the hotels as either 'excellent', 'average', or 'poor'. Marriott was then able to track important metrics and provide superior customer service. Additionally, employee selection emphasized the appointment of friendly and positive staff, which also reduced turnover. This was achieved by providing higher wages than competitors (at the time being in the top 25% of wages within the lodging industry).[4]

In the early 2010s, senior vice president in charge of Fairfield Inn, Liam Brown wanted the brand to move from the budget tier of hotels into the moderate tier by renovating newer locations and closing aging ones. The strategy focused on the guest by introducing new bedding, coffee in the hotel rooms, Early Eats breakfast program and newspaper delivery. Brown believed this investment would allow Marriott to compete head to head with Hilton's Hampton Inn.[5]

Many properties have amenities such as a pool, exercise room, whirlpool, same-day dry cleaning, vending machines, business centers, and meeting rooms. Early properties had outside corridors on the first two floors and traditional interior halls on the third floor, as well as stucco paint. Now, all new hotels have traditional interior halls and a number of designs. The brand formerly included properties dubbed "Fairfield Suites"; however, in 1998, those properties became the separate SpringHill Suites chain within the Marriott corporation. Many properties feature both suites and rooms, and these were called "Fairfield Inn and Suites."[6]

In 2019, the Fairfield Inn & Suites Denver Tech Center opened, the 1000th Fairfield property worldwide.[7]

Typical newer Fairfield location, Canton, Michigan.

The features are marketed as "everything you need to propel your productivity". Included are free wifi, a flexible ergonomic desk and chair in all rooms,[8] and a complimentary hot breakfast.[9] These supplement traditional hotel amenities such as a business center with printing capabilities, in-room television, mini-refrigerator, and microwave. Most properties also have a pool and fitness center.[10]

The brand name comes from the Fairfield Farm in Hume, Virginia, which J. Willard Marriott purchased as a family retreat. Originally owned by the King of England, the farm reminded Marriott of the western ranches of his childhood. After being refurbished in 1997, Fairfield Farm opened as Marriott's only bed and breakfast, The Inn at Fairfield Farm.[11]

• Official website