Now that they made the change, they will put pressure on federal and local governments to enact smoking bans in every area they have a hotel or restaurant.
The advantage is lower cost for cleaning and more rooms for nonsmokers when at capacity.
Unless they are at 100% capacity all the time (which no hotel is), they will still lose smokers to others who allow. If they make the others have to go nonsmoking they will be more competitive while having lower costs and lower unfilled rooms when at capacity for nonsmoking.