Bed bugs(Cimex lectularius) in a hotel room evoke a strong reaction from U.S. travelers, with 60 percent saying they would switch hotels if they found signs of bed bugs in their room, according to a survey conducted byresearchers at the University of Kentucky. However, just 35 percent of business travelers and 28 percent of leisure travelers in the same survey could correctly identify a bed bug in alineup of other common insects. (Photo originally published in Bed Bugs and Hotels: Traveler Insights and Implications for the Industry, American Entomologist, Summer 2017)
Most business and leisure travelers in the United States cant identify a bed bug, and yet the tiny pest evokes a stronger response in hotel guests than any other potential room deficiencyputting the hospitality industry in a difficult spot.
In a survey of U.S. travelers conducted by researchers at the University of Kentucky, 60 percent said they would switch hotels if they found evidence of bed bugs (Cimex lectularius) in a guest room. Meanwhile, no more than a quarter said they would switch hotels for factors such as signs of smoking or dirty towels or linens. In the same survey, however, just 35 percent of business travelers and 28 percent of leisure travelers correctly identified a bed bug in a lineup of other common insects. The results of the research are published today in American Entomologist, the quarterly magazine of the Entomological Society of America.
Which of these common insect pests is a bed bug (Cimex lectularius)? In a survey conducted by researchers at the University of Kentucky, just 35 percent of U.S. business travelers and 28 percent of leisure travelers could correctly identify the bed bug. Poor awareness of bed bugs enables their spread and causes problems for the hotel and lodging industry. The answers: 1-Ant, 2-Termite, 3-Louse, 4-Bed Bug, 5-Tick. (Image credit: Entomological Society of America)
Considering all the media attention paid to bed bugs in recent years, the fact that most travelers still have a poor understanding of them is troubling, says Michael Potter, Ph.D., extension professor in UKs Department of Entomology and co-author of the study.
It is particularly problematic given the central role that online reviews play in travelers selection of where to stay. More than half of survey respondents said they would be very unlikely to choose a hotel with a single online report of bed bugs.
From a hotel industry perspective, its worrisome that a single online report of bed bugs would cause the majority of travelers to book different accommodations, irrespective of whether the report is accurate. Furthermore, the incident could have involved only one or a few rooms, which the hotel previously eradicated, says Jerrod M. Penn, Ph.D., postdoctoral scholar in UKs Department of Agricultural Economics and lead author of the study.
How would U.S. travelers respond to problems with a hotel guest room? In a survey conducted by researchers at the University of Kentucky, respondents showed a far stronger reaction to signs of bed bugs than to any other room deficiency. (Image credit: Entomological Society of America)
Other findings in the survey include:
Potter notes that the publics lack of understanding of bed bugs contributes to their spread throughout society as a whole. But the hospitality industry must deal with both the pest itself and consumers strong, if ill-informed, attitudes about bed bugs.
Hotels and others in the hospitality sector should develop a reputation management plan to prudently respond to online reports of bed bugs in their facility. Hotels should also train their housekeeping and engineering staffs to recognize and report bed bugs in the earliest possible stages, when infestations are more manageable. Similarly important is training front desk and customer service employees to respond promptly and empathetically when incidents arise within the hotel, says Wuyang Hu, Ph.D., professor in UKs Department of Agricultural Economics and senior author of the study.
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