Hotels offering rooms to homeless in pandemic reap reputational reward
Hotels that opened their doors to homeless people in their community during lockdown generated greater positive word-of-mouth marketing than those that offered free accommodation to frontline healthcare workers, finds new University research.
However, despite the positive impact on tourists' intentions to share the good news story, the immediate impact on intention to book a visit was the reverse, with people less inclined to book a stay at a hotel that had housed homeless people.
Researchers at the Universities of Bath and Southampton were struck by news reports of the 'heart-warming initiatives' to offer free accommodation and wanted to investigate how they compared in terms of business benefit to the tourism sector.
"Our study found that hotels that ...










