WASHINGTON, DC -- Marriott International is snuffing out the smoke.
The multi-branded lodging company is eliminating smoking from its more than 2,300 hotels and its 400,000 guestrooms. Highly anticipated, the expected move takes effect in September and will affect Marriott, JW Marriott, The Ritz-Carlton, Renaissance, Courtyard, Residence Inn, SpringHill Suites, Fairfield Inn, TownePlace Suites and Marriott ExecuStay brands.
The new policy includes all guest rooms, restaurants, lounges, meeting rooms, public space and employee work areas. Already more than 90 percent of Marriott guest rooms are non-smoking and smoking is not prohibited in most public spaces due to local laws.
“Creating a smoke-free environment demonstrates a new level of service and care for our guests and associates,” said J.W. Marriott, Jr., Chairman and CEO of Marriott International. “Our family of brands is united on this important health issue and we anticipate very positive customer feedback.”
The American Hotel & Lodging Association’s President, Joseph A. McInerney, CHA, believes the smoking ban will actually be a business boon. “This is all about building marketshare. Going non-smoking is a very positive thing for Marriott, especially at economy and mid market levels,” said McInerney.
McInerney said by making this leap, the company should easily capture significantly more loyal new customers than it will lose. He said the Marriott brands could lose up to 11 percent of its customers but would perhaps recoup an additional 20 percent, making the switch to cleaner air a winning proposition on all counts.
While Starwood Hotels & Resort’s Westin went smoke free last January in its 77 properties, this announcement will affect all industry segments at once. In one fell swoop, Marriott has declared a new battle ground for customer acquisition and retention.
According to Bjorn Hanson, Ph.D. and Principal, PricewaterhouseCoopers Hospitality and Leisure practice, this represents only the beginning of a trend which could bring smoke free air to more hotels. Especially major brands. “We will see more brands and hotel companies announce all smoke free policies,” Hanson told Hotel Interactive. “The relatively small numbers of smokers have lost their voice to many of the brands. The non- smokers conviction in general is so strong that rooms, floors or even elevators that pass through smoking floors are generating complaints.”
Hanson said the trend even extends to smokers themselves who prefer to stay in non-smoking rooms.
At the New York Marriott Marquis, General Manager Mike Stengel said he believes this is the future for the hotel industry and doesn’t believe it will affect his hotel’s business. In fact, the number of rooms dedicated to smokers has plummeted during the last 20 years from about 40 percent of rooms to less than 10 percent today because the property gets so many adamant requests for non-smoking rooms.
“I think it is the way the industry will probably go and we [Marriott] are out in front of this,” Stengel said, who explained New York City is already smoke free, which has had no negative impact on their business. “People are concerned about their health and second hand smoke due to the harms of tobacco.”
To ensure the rooms stay smoke free, Marriott International plans to charge those caught smoking what is being dubbed a "recovery fee." Those caught puffing in their rooms will have to pony up between $200 to $300 to reimburse the hotel for shampooing carpet, dry-cleaning upholstery and replacing linens and loss of revenue when a room can't be booked because of the cleaning time.
The AHLA’s McInerney added that Marriott is not only looking to better appeal to its non-smoking customers, but is also watching out for the health and welfare of its employees too. “[Marriott] needs to be commended for taking the initiative across all the brands.”
According to federal studies, smoking has been in sharp decline during the last 20 years. However, about 20.9% of American adults still smoke. That’s about 45 million people. Studies also note that it’s the leading preventable cause of death, with more than 400,000 people dying each year to smoking related illnesses.
The American Cancer Society notes that nearly one of five deaths is smoking related and kills more Americans than alcohol, car accidents, suicide, AIDS, homicide, and illegal drugs combined.
