16 February, 2022

Hotel quarantine has impacted the public’s perception of participating chains. Here’s how

New research has revealed how hotel quarantine changed the public’s opinion of participating hotels, proving the public to be surprisingly less germophobic than we initially assumed.

The study, which was led by Dr Monica Chien, Associate Professor Sarah Kelly and Dr Wen Mao from UQ’s Business School, involved 447 Australian travellers and investigated people’s perceptions of COVID quarantine hotels and the potential for stigma by being associated with the pandemic.

Primarily, the findings showed a big difference in hotels that volunteered for quarantine, versus those that were directed to by the government.

“Since the onset of COVID-19, hotels around the world, from 3-star to 5-star luxury resorts, have been used to isolate travellers,” Chien said.

“While some might assume that being a COVID quarantine facility could create a certain stigma for a hotel brand, our study found that hotels that put up their hand to provide quarantine services were seen as ‘good corporate citizens’.

“Meanwhile, hotels that were directed by government to become a quarantine facility received less favourable brand ratings.”

Chien said there were many reasons why hotels could have been hesitant to host quarantining travellers, including concerns about enduring negative perceptions, reluctance of employees, or fears of losing their brand prestige.

Kelly added that many places of accommodation can be concerned about the stigma associated with the pandemic, however this turned out not to be the case.

“Hotels are concerned about factors that may stigmatise their brands, such as management of staff, treatment of travellers in isolation, negative comments on social media and the risks of spreading of the virus within the hotel,” Kelly said.

“Because the pandemic generates a shared sense of threat for people, stigma can be further entrenched when a quarantine hotel’s operations change.”

Kelly added that the study’s finding could help with post-pandemic recovery of the hospitality industry.

“Hotels that signed up voluntarily for quarantine could emphasise the ‘greater good’ of their contribution during the pandemic while toning down the possible stigma effects.”

“Meanwhile, hotels that did not volunteer don’t need to fear – our study found that engaging in a good cause, such as a donation to charity, could foster positive brand evaluations.”

Mao said this study followed other research published late last year that examined people’s perceived susceptibility to COVID.

“These studies will help inform governments, health and tourism organisations as we move further through the pandemic,” Mao said.

“We will also apply this research across other areas of the tourism and hospitality sector such as attractions, transport and restaurants.”

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Email the Travel Weekly team at traveldesk@travelweekly.com.au

Brand perception Covid quarantine COVID-19 hotel quarantine Monica Chien Sarah Kelly stigma University of Queensland Wen Mao