California Law Firm Pushes Fragrance Discrimination Claims Against Hotels

A California law firm has filed multiple class-action lawsuits against major hotel chains over synthetic fragrances in lobbies and common areas, asserting the scents amount to discrimination under federal and state disability laws.

Cole & Van Note, based in Oakland, began filing cases in May and June targeting Marriott, Hyatt and others. While some suits have been dropped, others remain in early stages. The firm claims 26.8% of adults have asthma or asthma-like conditions and 27.5% experience chemical sensitivity, with synthetic fragrances triggering respiratory issues, headaches, skin irritation and cognitive symptoms in vulnerable guests.

Attorney Scott Cole noted widespread use of fragrances during a recent Las Vegas trip, saying over 95% of locations he visited emitted heightened volatile organic compound levels. Hotels disperse scents through machines, a practice that’s become increasingly common as a loyalty-building tool.

Experts like Juliana Tkatch of UNLV and UCLA’s Alexander Spokoyny acknowledge scent’s emotional and memory-building power, but caution that aerosolized natural or synthetic compounds may pose underappreciated health risks. Critics on social media compare fragrance exposure to secondhand smoke, while industry groups emphasize efforts to create safe, inclusive spaces.