TY  - JOUR
AB  - 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.
VL  - 27
IS  - 4
SN  - 0959-6119
DO  - 10.1108/IJCHM-01-2014-0020
UR  - https://doi.org/10.1108/IJCHM-01-2014-0020
AU  - Zemke Dina Marie V.
AU  - Neal Jay
AU  - Shoemaker Stowe
AU  - Kirsch Katie
PY  - 2015
Y1  - 2015/01/01
TI  - Hotel cleanliness: will guests pay for enhanced disinfection?
T2  - International Journal of Contemporary Hospitality Management
PB  - Emerald Group Publishing Limited
SP  - 690
EP  - 710
Y2  - 2024/04/25
ER  -