It's been spreading for the past decade or so, and has been nearly universal for a few years now. They'll have a sign in the room saying "we do not routinely change sheets daily to save on water and the environment; if you want them changed please check this box and we will." And in the bathroom "to save water and the environment, if you leave towels on the floor we will re-rack them, while if you leave them in the tub we will replace them."

I actually had a friend say he'd rather have the towels replaced daily. This made no sense to me whatsoever, as he doesn't do that at home, and would never consider doing it at home.