Hotel cleanliness: will guests pay for enhanced disinfection?. Issue 4 (11th May 2015)

• Record Type: Journal Article
• Authors: Zemke, Dina Marie V; Neal, Jay; Shoemaker, Stowe; Kirsch, Katie
• Is Part Of: International journal of contemporary hospitality management. Volume 27:Issue 4(2015)
• Page Start: 690
• Page End: 710
• Publication Date: 2015-05-11
• Subjects: Customer segmentation -- Willingness to pay -- Hotel cleanliness -- MERS-CoV -- Ozone/UV disinfection -- Price sensitivity analysis; Hospitality industry -- Management -- Periodicals; 647.94068
• DOI: 10.1108/IJCHM-01-2014-0020
• Languages: English
• ISSNs: 0959-6119

Abstract

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.