Aloft Dublin Cuts Elite Breakfast With Absurd Explanation

It’s incredible how Marriott seemingly continues to let its hotels do whatever the heck they want, regardless of what brand standards dictate.

Aloft Dublin City defies Marriott brand standards

Marriott Bonvoy’s elite breakfast benefit is ridiculously complicated, with more exclusions and restrictions than anyone could reasonably keep track of. That being said, there are certain brands where Bonvoy Platinum members and above are supposed to consistently be able to select breakfast as their welcome amenity. Aloft is one of those hotel brands.

Unfortunately it would appear that the Aloft Dublin City has simply decided that it will no longer give elite members the option of selecting breakfast as their welcome amenity, thanks to a policy change.

Instead, members are being given the option of selecting either a €10 credit per night, or 500 Bonvoy bonus points. For what it’s worth, breakfast at the hotel costs €20 per person, so for two guests, that credit would cover 25% of the cost of breakfast.

This was first reported in the reviews section of Marriott’s website nine days ago, where someone notes this policy change.

I also reached out directly to the hotel to ask about the policy, and it seems to be even stricter than I expected. According to what I was told, the credit must be used “in full at one meal,” suggesting to me that it possibly can’t even used for a couple of drinks at the bar.

The hotel’s bizarre explanation for this policy change

A FlyerTalk member checked in to the Aloft Dublin City in the past couple of days, and was informed of the breakfast policy. He opened a case with Marriott corporate care, given that the hotel is clearly violating Marriott’s published policies.

Corporate care ended up forwarding this to the hotel, and they had the most bizarre response imaginable:

Having assessed our services and listened to our most loyal guests feedback, our property has changed the welcome gift for our elite members to a €10 credit per night to enhance the guest experience.

I am disappointed to learn that this change was not of your likening and I hope you could accept our most sincere apologies for any distress this may have caused you.

As per the Marriott Bonvoy standards, properties are to offer 500 points or breakfast in restaurant or amenity for the member plus one. Failing to do so, the compensation for this would be US$25 per stay.

As per our phone conversation instead of 25 $ compensation, 5000 points has been uploaded to your account.

I don’t even know where to begin with this. For one, the gaslighting here is simply next level. The hotel employee is surprised to learn that someone doesn’t like this change, claiming this was done due to feedback from the hotel’s most loyal guests, and that it’s intended to enhance the experience.

I really don’t understand how someone can write an email like that, while also claiming to offer “sincere apologies.” Do they realize they’re lying and just don’t care, or do they convince themselves this is the truth? And then it’s interesting how the hotel is acknowledging that it’s violating Marriott’s rules, and is therefore issuing compensation, in line with the elite guarantee. But despite that, it’ll continue with this practice?

This is a really slippery slope for Marriott, with hotels seemingly having the discretion to do whatever they want, with no repercussions. Recently we saw the St. Regis Macao cut elite breakfast, in violation of Marriott’s published policies. There’s also nothing being done about that.

Bottom line

The Aloft Dublin City is the latest Marriott property to flagrantly violate the company’s policies. The hotel is no longer offering elite members breakfast, but is instead offering a small daily credit they can use. Worst of all, the hotel claims this change is based on guest feedback, and is supposed to enhance the guest experience.

What do you make of this Aloft Dublin City elite breakfast situation?