Gender and age preferences of hotel room design

Vanja Bogicevic (Department of Human Sciences, College of Education and Human Ecology, Ohio State University, Columbus, Ohio, USA)
Milos Bujisic (Department of Human Sciences, College of Education and Human Ecology, Ohio State University, Columbus, Ohio, USA)
Cihan Cobanoglu (College of Hospitality and Technology Leadership, University of South Florida Sarasota–Manatee, Sarasota, Florida, USA)
Andrew Hale Feinstein (Office of the Provost, San José State University, San Jose, California, USA)

International Journal of Contemporary Hospitality Management

ISSN: 0959-6119

Publication date: 12 February 2018



The purpose of this study is to investigate what people with different demographic characteristics such as age and gender expect from hotel room design and examine how design preferences affect purchase intent and desire to stay and word-of-mouth behavior.


The study was based on a quasi-experimental design conducted on 762 participants. The manipulations of room color and design style were prepared using the 3D modeling software, while age and gender were self-reported variables.


The results indicated that age and gender moderate the relationship between hotel guest satisfaction and room design style. Younger guests prefer contemporary design style, while older guests show equal satisfaction with traditional and contemporary styles. Male guests prefer rooms decorated in masculine colors, while women are equally satisfied with masculine or feminine color schemes.

Research limitations/implications

This study was conducted as a hypothetical, computer-aided experimental scenario. A field experiment captured guests’ satisfaction with an experimental hotel room. A substantive cause–effect relationship between hotel room visual servicescape stimuli and satisfaction was established.

Practical implications

Identifying design style and color preferences of a hotel target market is paramount for investment payoff and further supports the customization of hotel services.


This is the first experimental study to manipulate color scheme and type of design in a hotel room and capture their effects on satisfaction and behavior of guests with different demographic characteristics.



Vanja Bogicevic, Milos Bujisic, Cihan Cobanoglu and Andrew Hale Feinstein (2018) "Gender and age preferences of hotel room design", International Journal of Contemporary Hospitality Management, Vol. 30 No. 2, pp. 874-899

Download as .RIS





Emerald Publishing Limited

Copyright © 2018, Emerald Publishing Limited

Please note you might not have access to this content

You may be able to access this content by login via Shibboleth, Open Athens or with your Emerald account.
If you would like to contact us about accessing this content, click the button and fill out the form.
To rent this content from Deepdyve, please click the button.