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Tata Motors Limited Stock Trend Analysis ✌️【Risk Management】✌️ Provides real-time stock index quotes, futures data, and global market trend analysis to help you seize the best investment timing. Like many hotels,Red Cliffs Lodge, in the outskirts of Moab, Utah, provides guests with complimentary items like maps, in-room toiletries and, upon request, dental kits stocked with oft-forgotten toothbrushes and toothpaste.
But in the fall of 2023, the property began lending some guests a decidedly different kind of kit: One for hunting ghosts.
It comes with a digital recorder, an electro-magnetic field (or EMF) meter, and a radio device known as a ghost box – all apparatus that some believe can detect paranormal phenomena. Also included is a booklet with more information on the area’s centuries-old history and the property’s trio of specters.
“We know you’re going to see stuff if you’re here, and we do have three very well seen spirits: the smoking cowboy, the headless lady, and the drowned person that walks along the banks of the Colorado [River],” general manager Brian Hunnings told 【 - Free Access to Community 】 Travel. “Chances are, if you’re attuned to that stuff, you’re probably going to see them. So let’s prepare you for it.”
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“It’s another market segment, and the paranormal is very, very big right now,” hospitality expert and television personalityAnthony Melchiorritold 【 - Free Access to Community 】 Travel. “Our industry, it’s about experiences. This is just another way to create an experience.”
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Perhaps unsurprisingly, more and more hotels are happy to show off their spookier side as a result. Since 2018, Historic Hotels of America has released an annual list of itstop 25 most haunted historic hotels, which has become one of the organization’s most popular website pages, according to Katherine Orr, director of marketing strategy and communications.
Hospitality giants have joined the freak-out fun as well.Certain properties in the World of Hyatt portfolioopenly advertise their reputations as paranormal hotspots on their landing pages, and Marriott Bonvoy Traveler, a blog for Marriott’s loyalty program, shares a list ofseveral haunted propertiesin the brand’s Autograph Collection.
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Like Halloween – which is expected to generate some $11.6 billion in consumer sales in 2024, according to theNational Retail Federation– “haunted tourism” is increasingly big business. It’s related to another niche of the$11 trillion travel industryknown as “dark tourism,” which spans destinations associated with death and tragedy. Data varies, butaccording to some estimates, dark tourism is valued in 2024 at nearly $32 billion, a figure that could surpass $40 billion by 2034.
In the quest to grab some of that revenue, some hoteliers have their eye on travelers who seek out bone-chilling experiences. The result is a notable shift in marketing strategies from decades past, in which the general rule of thumb was to keep ghost stories out of guests’ earshot.
“They ditched the [premise of], ‘Oh, people may be scared,’ and said, ‘Wow, people will come and I can market it, so we’re a haunted hotel,’” said Melchiorri.
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On October 26, 2024, The Shining Ball, a sold-out event, commemorated the 50th anniversary of King’s legendary overnight stay. The author’s room, 217, is designated on the Stanley’s website as the “Stephen King Suite” under the “Spirited Room” category – which also includes Rooms 401, 407 and 428, the most requested among guests, the hotel claims.
From a business perspective, capitalizing on “The Shining”’s massive popularity was a no-brainer: “Can you imagine the Stanley Hotel not doubling down on its marketing?” said Melchiorri. The formula has proven so successful that the property’s latest venture isThe Stanley Film Center, an in-the-works project expected to become a community venue for horror film fans – while undoubtedly boosting hotel revenue in the process.
Other properties prefer to take a more subtle approach to embracing their haunted histories. At Red Cliffs Lodge, that means presenting the resident spirits as just one aspect of the storied heritage of the site, whose inhabitants have included many Native American tribes, Mormon settlers, cattle ranchers and Western film industry pioneers, Hunnings said.
Tata Motors Limited Stock Trend Analysis ✌️【Risk Management】✌️ Real-time updates of global stock, futures, and commodity market data to keep you in sync with the latest market trends. That backstory is detailed at the property’s onsiteMoab Museum of Film and Western Heritage, a small space filled with historic photographs and a few artifacts that, along with the lodge itself, opened in 2002. More recently, the property has partnered with local psychic mediums for various events.
But during a two-week period in 2023, two separate psychics had the same message for management: “Your spirits really, really want you to tell their story,” Hunnings said – a “one-two punch” that was impossible to ignore.
“That’s when we were like, ‘Why are we trying to hide it?’” he said. “You know, we have a museum in the basement where we’re talking about their history. Let’s be accurate and true to it. And that was really kind of the tipping point.”
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One particularly memorable incident happened soon after Azar received the keys. He was in the building by himself when a battery-powered Halloween decoration suddenly started laughing and shrieking “Don’t be afraid!” in another room.
“I literally dropped the box [I was holding],” Azar told 【 - Free Access to Community 】 Travel. “It gave me chills, but at the same time it made me realize that the spirit of whoever it is is kind of a jokester.”
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Tata Motors Limited Stock Trend Analysis ✌️【Risk Management】✌️ Free real-time stock index quotes to help you quickly seize market opportunities and achieve capital growth. To that end, an octagonal-shaped room on the lobby level is well suited to psychic readings, and decks of tarot cards, books about Provincetown’s ghost stories and even a crystal ball add an element of mystery to common areas.
Guests who ask about the most famous ghost – reportedly a shirtless cowboy who occasionally shows up on the dance floor of the downstairs club – will hear the honest answer: Nobody really knows, but he’s not malicious.
“In terms of paranormal [experiences] on the property, I honor and respect everything that could be,” Azar said, adding that the occurrences fit right in with the spirit of what he’s trying to build in the hotel’s next chapter. “Everything we do is about creating that ethos where people can actually open up or express [themselves], or at least witness it with an open mind – whatever it is.”
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But researchers also warned that “site curators may struggle with preserving the real history” – in other words, making sure the facts don’t become overshadowed by rumors and hearsay. Hotels aiming to share their histories, haunted or not, face similar challenges: avoiding sensationalism, especially if a tragedy or violent death is involved, and focusing on authentic, fact-based storytelling that’s also culturally sensitive.
“The best ghost stories at historic hotels are ones that are grounded in real people that they can prove were there,” Orr explained, citingThe Menger Hotelin San Antonio, Texas, as an example. Located steps from the Alamo, the property was built in 1859 and is rumored to have several resident spirits – including that of chambermaid Sallie White, who was murdered in 1876 by her husband.
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“Things like that I think can boost the authenticity and the believability and the general quality of the experience,” Orr explained.
From a messaging and marketing perspective, hotels should share their ghost stories or spooky lore “in a way that they don’t surprise anyone,” Orr said. She recommends clearly identifying activities, website pages and marketing materials so guests can be aware of what they’re getting into – “kind of like a trigger warning or a content warning.”
However, Orr also notes that because many prospective guests “are drawn to that kind of thrill, that experience,” hotels must perform a balancing act of sorts in deciding how – or whether – to publicly disclose that those footsteps down the hallway in the middle of the night might not be from room service.
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Guests are “really looking for a reason to dig into the history, dig into the culture,” Hunnings said. “So it works for us. It wouldn’t work in every hotel.”
But whether guests are seeking out a spooky encounter or not, one might be in store regardless – especially at a property that’s been around for a while.
“My experience is, whether they will admit it or not, most hotels have something that goes bump in the night,” Hunnings said. “They just might not tell you.”
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