"You Want Your Guests to Be Happy in This Business": Hoteliers' Decisions to Adopt Voluntary Smoke-Free Guest-Room Policies.

Abstract

To explore why some hotels have implemented 100% smoke-free policies voluntarily, the perceived consequences of doing so, and media responses. Qualitative study of hotel management and quantitative content analysis of media coverage of smoke-free hotels. Hotels and media based in the United States. Eleven representatives of 5 independent and 4 chain hotels. Other data included 265 news items about smoke-free hotels. We conducted 30-minute semi-structured interviews with hotel representatives and analyzed the data using qualitative content analysis. We also searched 3 online news databases for news items about hotels in our study, and collaboratively coded retrieved items; we analyzed the content and slant of news items. Business considerations, including guest requests, competitor action, and cost savings, were the primary motivations for implementing 100% smoke-free guest-room policies. Health concerns played a minimal role. Hotels received positive feedback from customers and employees. Media coverage was favorable, emphasizing positive aspects of going smoke-free; the overall slant of news items was positive or neutral. However, few hotels marketed the change. Since hotel customers and employees are likely to experience long periods of smoke exposure and smoke-free hotels appear to be so well received, it may be timely to pursue policies making all hotels smoke-free.