Marriott announced the Fairfield Suites brand in March 1996 as an offshoot of Fairfield Inn (and Fairfield Inn & Suites) by Marriott.

Fairfield Suites properties began to open in 1997. The lobbies and rooms were basic. It was strictly a “no frills” chain, similar to Fairfield Inn at the time, except that the rooms were bigger. The lobby floors were linoleum.

It quickly became clear that the chain could charge higher rates if it enhanced the properties and distanced them from the Fairfield brand.

There were 14 Fairfield Suites properties by March 1998, with 55 more planned over the following 24 months. Marriott initiated a program to spend $50,000 to $200,000 per property to put in well-appointed lobbies and to upgrade the rooms with ergonomic chairs, ironing boards, hairdryers, daily newspaper delivery, and other improvements.

Marriott used focus groups to pick a new brand name. Names in the running included Seneca, Gatepost, Sequoia, and Avenal.

By October 1998, there were 27 Fairfield Suites properties. Marriott announced the winning new name: Springhill Suites. By the end of 1998, the Fairfield Suites brand was gone.

Marriott moved quickly in those days.