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Hotel cleanliness: will guests pay for enhanced disinfection?

Hotel cleanliness: will guests pay for enhanced disinfection? 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. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

Hotel cleanliness: will guests pay for enhanced disinfection?

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References (40)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/IJCHM-01-2014-0020
Publisher site
See Article on Publisher Site

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.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: May 11, 2015

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