Plus: CEOs skip climate summit; teens find the media ‘biased,’ ‘boring’ and ‘bad.’
Marriott abruptly terminated its partnership with Sonder, a short-term rental startup, after Sonder went into default.
“Marriott’s immediate priority is supporting guests currently staying at Sonder properties and those with upcoming reservations,” the hotel chain wrote in a statement. They promised to directly contact impacted guests. “Marriott remains committed to minimizing disruption to guests’ travel plans,” they concluded.
Unfortunately, that statement doesn’t appear to have filtered down to the properties guests were staying at.
One guest staying at a Sonder-rented, Marriott-owned property in Canada told CNN, “I asked the staff if we could still stay until our checkout at 11 am, but the staff explained he had only received instructions to empty the building ASAP and that unfortunately we only had 10 to 15 minutes.”
Such stories were common across social media. “Marriott’s own press release promises they’re ‘supporting guests’ affected by this breakdown. I’ve received zero outreach, zero help, zero alternatives,” wrote one Threads user. “So where is this alleged support? Guests are being ABANDONED.”
Some guests were staying for weeks or months, making relocation more complex than just packing a suitcase.
Marriott told CNN that it is working “tirelessly to remain informed about Sonder’s financial situation and develop action plans so that we can work to meet the needs of our guests.”
Why it matters: This is a classic case of communications not meeting a company’s actions. And it’s one of the frustrating parts of the profession. You can craft the best, most compassionate, well-meaning statement in the world, but operational choices may derail it all.
We don’t know exactly what happened behind the scenes here, but it must be a difficult situation for Marriott. A partner went bust and now Marriott is forced to be the bad guy to protect their financial interests. It’s no fun. At the same time, promising “minimizing disruption to guests’ travel plans” in a corporate statement while boots-on-the-ground managers are ordering people out with little notice are obviously in contradiction. It heightens the reputational damage because Marriott already said they’d work to support guests – but their actions are the opposite.
Honesty is the best policy with comms, even if the policy is unpopular. No one is going to be happy about their stay being cut short. But pledging support and minimized disruption and then abruptly ordering people out with no alternatives? That’s even more damaging.
Deliver bad news honestly. Or if you’re going to put out a supportive statement, ensure that it trickles down to the people responsible for carrying it out. Writing a statement is never the end of communications – only the beginning.
Editor’s Top Reads:
- For years, top American executives like Apple’s Tim Cook or Exxon’s Darren Woods have flocked to the U.N. Climate Summit, known as COP. But this year, you won’t find such luminaries at the Brazil-hosted event. “Obviously, it has to do with the political climate in the U.S.,” said Sonia Dunlop, chief executive of the Global Solar Council, told The New York Times. The inference is that these top leaders don’t want to risk the ire of President Donald Trump, who has worked to dismantle various climate agreements and initiatives, by speaking up at the conference. Some companies, including Google, Microsoft, and Amazon, have instead sent their chief sustainability officers, likely perceived as a safer choice than top leaders who will make international headlines with whatever they say. But, as the Times piece noted, leaders flocked to these conferences during the climate-conscious Biden administration. If policy winds shift back, they’ll likely be in attendance again. But there’s a risk in appearing fickle in these scenarios – to the public, to world leaders and within one’s own organization. No action, including inaction, is without risk. Consider the long game and the implications of going silent on an issue that once was important.
- A recent survey of 750 teens has some bad news for the media. We’ll let the name speak for itself: “Biased,” “Boring” and “Bad”: Unpacking perceptions of news media and journalism among U.S. teens. Yeah, that’s worrisome! Teens who responded to the News Literacy Project’s 2025 survey were overwhelmingly negative about the news: 84% offered a negative word when asked to describe the news media today, with words like “Fake,” “Crazy,” and “Depressing” popping up frequently. They also believed that the news media engages in unethical behavior like taking videos or photos out of context (60%) or paying or doing favors for sources (51%). These numbers should be concerning for practitioners still exclusively working in traditional media relations. The next generation does not like, trust or have a connection with these sources. It is time to adapt for a new audience.
- Baby formula manufacturer ByHeart has announced a voluntary recall of all its products. “We are so sorry for the immense anxiety and fear that we have been causing you these past few days. As parents and as founders, that is the absolute last thing we would ever want to do,” begins a statement sent to parents before the news was sent to the media. It’s an empathetic opening, but at the same time, it takes until the fourth paragraph of the statement to explain the actual issue: two infants who had consumed the formula have botulism. However, there has been no direct link between the formula and the illness as of yet. That’s why the recall is voluntary. But despite burying the lead a bit, the statement rebounds quickly, offering clear next steps: A full recall, extensive testing and full cooperation with FDA investigators. Clear instructions on discarding formula and a list of alternatives. They also clarify that customer support representatives are working 24/7 to answer questions. It’s a strong statement that marries action with words even in a difficult circumstance.
Allison Carter is editorial director of PR Daily and Ragan.com. Follow her on LinkedIn.
The post The Scoop: Sonder goes bust and Mariott is left holding the comms bag appeared first on PR Daily.
