Hotels are embracing their haunted allure to offer 'rooms with a boo'

Like many other hotels, Red Cliffs Lodge on the outskirts of Moab, Utah, offers guests complimentary amenities like maps, toiletries, and, upon request, dental kits filled with often-forgotten toothbrushes and toothpaste.

However, in the fall of 2023, the property started offering guests a very different kind of kit: one designed for ghost hunters.

The kit includes a digital recorder, an EMF (electro-magnetic field) meter, and a ghost box – a device believed by some to detect paranormal activity. Also included is a booklet detailing the area's centuries-old history and the lodge’s trio of resident ghosts.

“We’re confident you’ll encounter something if you’re here, and we do have three very well-known spirits: the smoking cowboy, the headless woman, and the drowned figure who haunts the banks of the Colorado [River],” said general manager Brian Hunnings to Dinogo Travel. “If you’re attuned to that world, you’ll likely see them. So we want to make sure you’re prepared.”

As interest in the paranormal continues to surge, thrill-seeking travelers are increasingly eager to stay at places where strange noises fill the night. To meet this growing demand, many hotels have rolled out spine-chilling seasonal packages leading up to Halloween, while others, like Red Cliffs Lodge, now highlight their resident ghosts and haunted histories all year round.

“It’s another market segment, and the paranormal is huge right now,” said hospitality expert and TV personality Anthony Melchiorri to Dinogo Travel. “In our industry, it’s all about creating unique experiences. This is just another way to offer that.”

Melchiorri, known for hosting the popular Travel Channel show “Hotel Impossible,” believes that offering guests the chance to have a spooky experience can help hotels stand out in a crowded and competitive market.

Unsurprisingly, more hotels are eager to show off their haunted histories. Since 2018, Historic Hotels of America has published an annual list of its top 25 most haunted historic hotels, which has become one of the site’s most visited pages, according to marketing director Katherine Orr.

Even major hotel chains are getting in on the spooky trend. Certain properties within the World of Hyatt brand proudly advertise their reputations as paranormal hotspots on their websites, while Marriott Bonvoy Traveler, a blog for Marriott’s loyalty program, features a list of haunted hotels in the brand’s Autograph Collection.

Sonesta International Hotels is also responding to the increasing number of travelers seeking spooky experiences that blend chilling local legends with the possibility of paranormal encounters within the hotel itself, according to chief brand officer Elizabeth Harlow in an email.

To cater to this growing demand, Sonesta is encouraging its properties to embrace the thrill of the season through proactive storytelling, collaborations with local ghost tours or other eerie attractions, seasonal packages, and even costume parades.

The rise of haunted tourism

In an effort to capture a slice of the growing revenue, some hoteliers are focusing on travelers in search of spine-tingling experiences. This shift has marked a departure from previous marketing strategies, where ghost stories were typically kept away from guests’ ears.

“They threw out the idea of, ‘Oh, people might be scared,’ and embraced the reality of, ‘People will come, and I can promote this, so we’re a haunted hotel,’” said Melchiorri.

The hotel that set the bar for spooky tourism is The Stanley Hotel in Estes Park, Colorado. Famously the inspiration for Stephen King's novel-turned-film “The Shining,” this 420-room landmark with its dramatic facade and striking Rocky Mountain backdrop is arguably the most well-known haunted hotel in the world. It has earned its ghostly reputation with a packed schedule of eerie activities, from seances to ghost hunts, and paranormal expert sessions. The Stanley also hosts many macabre-themed weddings, especially during October.

On October 26, 2024, The Shining Ball, a sold-out event, celebrated the 50th anniversary of Stephen King's infamous stay. The author's room, 217, is listed as the “Stephen King Suite” on the Stanley’s website, part of the “Spirited Room” collection, which also includes the highly requested Rooms 401, 407, and 428.

From a business standpoint, capitalizing on the immense popularity of 'The Shining' was an obvious move: “Can you imagine the Stanley Hotel not doubling down on its marketing?” said Melchiorri. The strategy has been so effective that the hotel’s latest project, The Stanley Film Center, will serve as a community hub for horror film enthusiasts – all while boosting the hotel’s revenue in the process.

Honoring history

Some properties take a more understated approach to highlighting their haunted pasts. At Red Cliffs Lodge, for example, the resident spirits are presented as part of the rich heritage of the area, which has been home to Native American tribes, Mormon settlers, cattle ranchers, and pioneers of the Western film industry, according to Hunnings.

This fascinating history is explored in-depth at the Moab Museum of Film and Western Heritage, located on-site at the lodge. The museum, which opened in 2002, showcases historic photographs and artifacts, and more recently, the property has collaborated with local psychic mediums for special events.

During a two-week span in 2023, two separate psychics delivered the same message to the management: “Your spirits really, really want you to share their story,” said Hunnings. This “one-two punch” was too significant to ignore.

“That’s when we thought, ‘Why are we even trying to hide it?’” he continued. “We’ve got a museum in the basement showcasing their history. Let’s be honest and true to that. And that was really the turning point.”

Steven Azar shares a similar goal for the Gifford House, a historic 33-room inn in Provincetown, Massachusetts, which he acquired in April 2023: to create an environment that fosters authenticity and true expression. This philosophy extends to everything, from live performances at the property’s various stages to the unexplained events that have been occurring at the 166-year-old building, which Azar says have become “a little out of this world” since he took ownership.

One particularly unforgettable moment occurred shortly after Azar received the keys to the property. Alone in the building, he was startled when a battery-operated Halloween decoration suddenly sprang to life, laughing and shouting, “Don’t be afraid!” from another room.

“I literally dropped the box I was holding,” Azar recalled to Dinogo Travel. “It gave me chills, but at the same time, it made me realize that whoever’s spirit is here definitely has a sense of humor.”

Azar strives to maintain a sense of playful (if not spine-chilling) hospitality throughout the building as he continues the ambitious renovation and expansion project he began upon taking ownership. His aim is to capture Provincetown’s unique “witchy” atmosphere in the hotel, honoring local culture while encouraging guests to view things through a new lens.

In keeping with this vision, an octagonal room on the lobby level has been set aside for psychic readings, and common areas feature tarot cards, books on Provincetown’s ghost stories, and even a crystal ball to add a touch of mystery.

Guests curious about the most famous ghost – a shirtless cowboy who’s said to appear on the downstairs club’s dance floor – are given an honest answer: Nobody really knows who he is, but he’s harmless.

“When it comes to paranormal experiences on the property, I respect and honor whatever may occur,” Azar said, adding that the strange happenings align perfectly with the spirit of what he hopes to create in the hotel’s future. “Everything we do is about fostering an environment where people can feel free to open up, express themselves, or at least witness it with an open mind – whatever that may be.”

‘Something that goes bump in the night’

According to a 2020 study published in Cornell Hospitality Quarterly, haunted tourism can play a crucial role in sustaining historic buildings with eerie pasts, such as abandoned schools, prisons, or hospitals, by generating funds for their much-needed restoration and upkeep.

However, researchers cautioned that “site curators may struggle with preserving the real history” – meaning that the facts could get lost amid rumors and myths. Hotels hoping to share their histories – haunted or not – face similar challenges: avoiding sensationalism, especially when tragedy or violent death is involved, and ensuring the narrative remains factual, culturally sensitive, and grounded in truth.

“The best ghost stories at historic hotels are those rooted in real people whose presence can be verified,” explained Orr, citing The Menger Hotel in San Antonio, Texas, as an example. Located just steps from the Alamo, the hotel was built in 1859 and is said to house several spirits, including that of chambermaid Sallie White, who was tragically murdered by her husband in 1876.

The hotel covered White’s funeral expenses, and due to the frequent reports of guests encountering her ghost on the property, management decided to honor her by displaying the original documents detailing her burial costs in the lobby.

“Details like this can really enhance the authenticity and believability of the experience, adding to the overall quality,” Orr explained.

From a marketing and communication standpoint, hotels should present their ghost stories or spooky lore in a way that doesn’t catch anyone off guard, Orr advised. She suggests clearly labeling activities, website pages, and promotional materials so guests know what to expect – “like a trigger warning or content advisory.”

However, Orr points out that many potential guests are specifically seeking out that thrill and experience, which means hotels must carefully balance how – or whether – they disclose that the mysterious footsteps echoing down the hallway late at night might not be room service.

“They need to find a way to cater to both ghost enthusiasts and those who prefer to avoid the supernatural,” Orr said.

A hotel’s target audience can significantly influence its strategies as well. According to Hunnings, the guests at Red Cliffs Lodge – those “seeking unique experiences off the beaten path” – are an ideal match for the property’s unconventional offerings, like the ghost hunting kit. Other activities, such as sound baths and palm readings, are also included in the resort fee.

Guests are “really eager to explore the history and culture,” Hunnings shared. “It works for us, but it wouldn’t be suitable for every hotel.”

Regardless of whether guests are actively searching for a supernatural encounter, one may find them anyway – particularly at a property with a rich history.

“In my experience, whether they admit it or not, almost every hotel has something that goes bump in the night,” Hunnings said. “They just might not tell you about it.”