Our friends at View From the Wing reported on a new trend emerging at some Marriott properties, leaving guests without cars scratching their heads and their wallets a little lighter. Reports indicate that certain Marriott hotels are now imposing a mandatory parking fee on all guests, regardless of whether they actually have a vehicle. Some of these hotels are disguising the fee as a government fee.
The way it typically works is when you stay at these Marriott hotels, often in locations where parking isn’t typically scarce or premium (like suburban properties), the hotel imposes an unexpected “parking fee” itemized on their bill. The real shock comes when guests who arrived by ride-share, public transport, or on foot inquire about the charge, only to be told it’s a mandatory fee for everyone, cars or not. A Marriott Hotel in Plano Texas listed this fee as a City Fee which was only discovered when the guest remembered that this City Fee exactly matched the parking fee posted.
It gets even worse when some of the hotel staff claim that these charges are mandated by local or state government regulations. It is amazing that they could make these statements with a straight face.
For the hotels that charge these fees and even worse, the ones who disguise it as a governmental fee, they are creating fraudulent experience for the guests. There is a lack of transparency in the hotel charging these fees. It becomes a hidden junk fee unexpected by the guests which creates a potential hostile experience. As hotels continue to do these fees, guests will continue to lose trust in the hotels. A bad result for the hotel brand.
Based upon what I have seen in the past, it will be surprising if Marriott corporate takes any action against these hotels even if they act fraudulent. Marriott has historically sided with their franchisees since it appears that their primary business is to expand the number of franchisee paying them fees.
I am willing to bet that the hotels that disguise fees as a Governmental tax will be sued in a class action for false and misleading and even fraudulent advertising and charges. I wonder how much of a judgment would cause these individual hotels and corporate to change?
What I do not understand is how the reputable Marriott hotels continue to be party to these unethical actions. As some point, the value of the Marriott brand will be so diminished that these reputable hotels will see a negative impact on their business. I am curious on whether these hotels will drop out of the Marriott family of properties. If so, that may cause some reaction from Marriott corporate because they will be losing fees. That is probably the only thing that could cause some reaction from the corporate folks.