Dive Brief:
- Marriott International and Colorado Attorney General Phil Weiser reached a settlement that will “make it easier for consumers to find the actual price of a room if they choose to book with the hotel chain,” Weiser’s office said in a release.
- Under the terms of their agreement, Marriott will “not misrepresent” room rates or mandatory fees, displaying all fees within the total price of a room. Marriott will also ensure that any search results that are sortable by price include the total cost of the room.
- The latest development in a nationwide push toward price transparency, the suit is similar to another one levied by Pennsylvania’s attorney general in 2021, which resulted in Marriott agreeing to change how it advertises room rates.
Dive Insight:
The settlement is the third between Colorado’s attorney general and hotel groups.
Weiser’s office previously made similar deals with Choice Hotels International and Omni Hotels, which both agreed to advertise fees alongside hotel room rates.
“When consumers are trying to book a hotel, it should be easy to see the full price without having to jump through hoops or face sticker shock at checkout,” said Weiser. “Too many companies have, however, used deceptive or ‘junk’ fees to cheat consumers. By requiring Marriott to be more transparent about their pricing, we’re making life a little easier for consumers.”
In addition to rate transparency requirements, Marriott also agreed to clearly explain the goods and services its mandatory fees cover, and train staff on how to comply with the terms of the settlement.
In May 2023, Marriott agreed to update its room rate display following a similar settlement in Pennsylvania.
Experts previously told Hotel Dive that change is coming for how hotels advertise room rates and fees, given pending state and federal legislation targeting fees — though some believe the “junk fees” moniker is unfair.
Weiser’s office estimated that Marriott operates 169 hotels in Colorado.
