TODAY’S TRADEMARK – FAIRFIELD BY MARRIOTT 

Fairfield by Marriott is a low-cost, economy hotel chain franchised by Marriott International. The properties target guests willing to accept fewer amenities for lower prices. Cost-saving measures included standardized building architecture and bedding, and the absence of a full-service restaurant, but a complimentary hot breakfast. As of June 30, 2020, it had 1,087 hotels with 106,245 rooms in addition to 452 hotels with 52,871 rooms in the pipeline.

The brand was named Fairfield Inn & Suites from 1987–2019. 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 Scorecard 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.

The trademark of this company was registered in USPTO bearing registration number 0742101 on December 11, 1962.