Hotel cleanliness: will guests pay for enhanced disinfection?

Abstract

Purpose This study aims to propose that there may be a marketable segment of guests who are willing to pay a premium for guestrooms that are cleaned using enhanced disinfection techniques beyond the normal room cleaning procedures. Room cleanliness is important to hotel guests. Some hotel brands currently offer allergy-free rooms, charging a premium for this service. However, no hotel brands currently serve the market that is willing to pay more for enhanced disinfection. This exploratory study investigates whether there is such a segment and, if so, what price premium these customers are willing to pay for enhanced disinfection. Design/methodology/approach Survey methods were used to determine the consumer’s perceptions of hotel guestroom cleanliness; the effectiveness of traditional and enhanced cleaning methods; and willingness to pay for enhanced guestroom disinfection. Findings Younger travelers and female travelers of all ages may be willing to pay a significant price premium for enhanced disinfection of a hotel guestroom. Research limitations/implications The survey instrument was administered via the Internet, limiting the sample. The study participants were not asked about hotel brand; thus, the results could not be analyzed by brand or service level. Originality/value Past research focuses only on traditional cleaning methods. This article provides a template for the hotel industry to explore the feasibility of offering enhanced cleanliness as a revenue-generating amenity.

Impacts of Covid-19 on peer-to-peer accommodation platforms: Host perceptions and responses

“…On the one end of the continuum, there are ‘optimistic hosts’ that will continue hosting on platforms whilst altering their practices to comply to the emerging need for better health and safety standards. These hosts seem to understand that health and safety are regarded as key in hospitality provision ( Zemke et al, 2015 ) and are willing to adapt their strategies, contrary to ‘indolent hosts’ who plan to continue their hosting activities without adaptation of their practices. The sentiments of ‘indolent hosts’ seem to emanate from their belief that their practices are adequately responsive to health standards or their decision to withstand the additional pressures of the platforms and guests on their practice (Buhalis et al, 2020; Farmaki et al, 2020 ).…”

“…Second, to the best of our knowledge, this study is the first to examine the associated impacts of the Covid-19 pandemic on the increasingly popular P2P accommodation sector ( Farmaki and Kladou, 2020 ). Given that health, safety and cleanliness are considered key elements in hospitality decision-making ( Zemke et al, 2015 ), findings from this study will therefore shed light on the ongoing discourse on P2P hosts’ practices which have been argued to shift to more institutionalised hospitality services ( Farmaki and Kaniadakis, 2020 ). Third, the increase in infectious diseases across the world ( Jamal and Budke, 2020 ) will likely preoccupy hospitality practitioners in the foreseeable future.…”

The effect of physical environment on passenger delight and satisfaction: Moderating effect of national identity

“…In a recent study, Zemke, Neal, Shoemaker, and Kirsch (2015) emphasized on the importance of hotel room cleanliness towards guests' satisfaction and behavior. Breiter and Milman (2006) also indicated that cleanliness is most important for exhibition attendees.…”

Effects of COVID-19 on hotel marketing and management: a perspective article

“…Given the growing consumer demand for hotel hygiene following the COVID-19 outbreak, enhanced cleanliness and sanitization to prevent or limit the spread of disease can be promoted as a selling point during and after this pandemic. Zemke et al (2015)…”

“…Studies show that customers are influenced by hygiene and cleanliness conditions when making purchase decisions in a service environment (e.g., Choi, 2019;Hecht and Martin, 2006;Hoffman et al, 2003;Vilnai-Yavetz and Gilboa, 2010;Zemke et al, 2015). Hygiene and cleanliness issues have been considered in pandemic outbreaks as a culprit of disease (Alan et al, 2016).…”