Resort fees have long been a contentious issue in the hotel industry, with consumers often feeling that they are being taken advantage of. These fees are typically charged on top of the room rate and cover amenities such as pool access, Wi-Fi, and fitness center use. Despite the frustration they can cause, resort fees have remained a popular revenue stream for hotels. However, a recent report shows that one major U.S. hotel group has not increased its resort fees since 2019.
The State of Resort Fees
According to a report from hospitality consulting firm HVS, Marriott International, one of the largest hotel groups in the world, has not increased its resort fees since 2019. The report analyzed data from over 2,000 hotels across the United States and found that while resort fees have increased overall, Marriott has bucked the trend. The company’s resort fees have remained flat at an average of $34 per night, while other hotel groups have increased their fees by an average of 4%.
Why Haven’t Marriott’s Resort Fees Increased?
There are a few potential reasons why Marriott has chosen to keep its resort fees the same. For one, the company may be trying to appeal to consumers who are increasingly frustrated with hidden fees and charges. By keeping its resort fees flat, Marriott can differentiate itself from other hotel groups and position itself as a more transparent and consumer-friendly option.
Another reason could be that Marriott is confident in its ability to generate revenue from other sources, such as room rates and food and beverage sales. By not relying as heavily on resort fees, the company may be able to attract more customers who are looking for a straightforward and honest pricing model.
What Does This Mean for the Hospitality Industry?
While Marriott’s decision to keep its resort fees flat may not have a significant impact on the industry as a whole, it does signal a potential shift in consumer preferences. As more and more travelers become frustrated with hidden fees and charges, hotels may need to rethink their pricing strategies if they want to remain competitive.
One potential solution is to follow Marriott’s lead and be more transparent about pricing. By including all fees and charges upfront, hotels can build trust with consumers and reduce the likelihood of negative reviews and complaints.
Overall, the state of resort fees in the hospitality industry is a complex issue with no easy answers. However, Marriott’s decision to keep its fees flat is a positive step towards greater transparency and consumer trust.