Sounds of Serenity: Understanding the Relationship Between Guestroom Noise Levels and Guest Valuations of Tranquility in Hotel Stays

This study aimed to address the concerns by examining noise fluctuations in hotel guestrooms, reporting overall noise levels, and evaluating the value guests place on in‐room noise control. In Study 1, noise variations were measured in guestrooms from three distinct hotel locations while occupants engaged in typical nighttime activities such as sleeping and walking. Field measurements revealed average noise levels (Leq over 10 h) ranging from 32.5 dB(A) in suburban hotels to 36.6 dB(A) in urban areas, and 42 dB(A) near interstate highways. Study 2 complemented these findings that examined hotel guests' willingness to pay for a fully noise‐controlled room. The results indicated that age was correlated with noise perception, and that Noise Avoiders and Dodgers were significantly more likely than Takers to pay a 10% premium for noise‐controlled accommodation. These findings highlight a market opportunity for hotel managers to implement a premium pricing strategy based on noise controls.