Is it possible to feel safe in hotels during the COVID-19? Key factors in hotel guests’ risk and safety perception

ABSTRACT This article assesses the risk perceived by hotel guests under Covid-19 by exploring clients’ perceptions in seven critical dimensions for customers’ safety perception: financial risk, front-desk digitalization, entertainment, front-desk service, hygiene and sanitation, hotel characteristics and space management, and food and beverage service. To evaluate clients’ perceptions and expectations a questionnaire was made available to collect data worldwide, resulting in a sample of 1005 responses. The findings show that the frequency of stay influences guests’ perceptions and preferences. The need to provide hygiene care evidence and have the hotel certified for COVID-19 emerged as key factors for restoring trust. This study provides a meaningful contribution by proposing a framework for assessing clients’ perceptions regarding the safety of hotel services.