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.

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Hospitality firms are exploring opportunities to incorporate innovative technologies, such as robotics, into their operations. This qualitative study used focus groups to investigate diner perspectives on issues related to using robot technology in quick-service restaurant (QSR) operations. QSR guests have major concerns regarding the societal impact of robotics entering the realm of QSR operations; the cleanliness and food safety of robot technology; and communication quality, especially voice recognition, from both native and nonnative English speakers. Participants also offered opinions about the functionality and physical appearance of robots, the value of the “human touch,” and devised creative solutions for deploying this technology. Surprisingly, few differences in attitudes and perceptions were found between age groups, and the participants were highly ambivalent about the technology. Future research may consider further exploration of robot applications in other restaurant segments, using quantitative methods with a larger sample.

One of the newest customer segments to be identified by casino marketers is the "locals" market, or local resident gambler market. This study addresses the relative lack of empirical data on the "locals" market segment. The purposes of the study are to identify important reasons for visiting a particular casino; to identify which casinos respondents visit most often and why; to gain an understanding of such behavioral variables as gambling budget, time spent gambling, and favorite game; and to determine perceptions of different casinos in the Las Vegas area. The results may not generalize across all casino markets but they do provide insight into gamblers' activities and behavior patterns. A telephone survey administered to residents of the Las Vegas metropolitan area yielded a sample of 637 participants who gamble for a least 15 minutes once every 2 months in a legalized gambling establishment. A customer satisfaction index based on casino performance on importance variables is presented.

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