Marriott today announced a new campaign to reduce water use throughout their more than 9,000 hotels. This comes on the heels of successfully eliminating single use toiletries in favor of wall-mounted bulk products.

With today’s announcement dubbed “If It’s Yellow Let It Mellow, If It’s Brown Flush It Down” the global hotel giant will encourage guests to flush in-room toilets less frequently.

Reducing hotel ownership cost has been a core focus since the acquisition of Starwood hotels. Marriott committed that the combined loyalty program, eventually named Bonvoy, would come at a lower cost to owners. Now the various REITs and Trusts that own the real estate carrying Marriott’s more than 30 brand flags will spend less not just on loyalty and shampoo but on water, too.

The new campaign will have three steps.

1. Education. Consumers will receive a card in their bathrooms asking them to conserve water and flush the toilet “only when they go number two.”

2. Bonus points. Loyalty program members will be offered 100 points in exchange for agreeing to turn off the water to their rooms. They will have to request water activation as-needed, detailing their planned bathroom use via the chain’s award-winning mobile app.

3. Redesigned common spaces. New build properties will eliminate in-room toilets altogether in favor of common use bathrooms on each floor which can be electronically monitored with flushing centrally controlled.

Bathroom at the St. Regis Bangkok

Vice President of Sustainability and Cost Controls Curtis Hoteling says in the April 1st announcement, “two years of customer surveys and extensive interviews have taught us that guests care deeply about the environment and expect Marriott to lead the way in sustainability. Our loyal members are happy to make small sacrifices for big savings. With a new offer of 100 Bonvoy points per stay, we’re truly keeping to our promise of ‘Rewards, Reimagined’.”