Knowledge of Deaths in Hotel Rooms Diminishes Perceived Value and Elicits Guest Aversion

Abstract

Guest deaths are an inevitable aspect of the hospitality industry. In Study 1, participants read a vignette in which the previous guest died of natural causes, suicide, or homicide. Those who learned of a death (a) saw the room as less valuable, (b) opted to stay in a more basic room in which no death occurred, despite both rooms being offered for free, and (c) anticipated feeling uneasy when imagining an overnight stay. In Study 2, we investigated the persistence of this bias. Perceived room value and anticipatory well-being can be expected to return to baseline levels only many years after the death event. Similar to “stigmatized properties” in real estate, these data confirm an irrational and recalcitrant cognitive bias surrounding consumers’ views of death-affected hotel rooms.