Should You Market Your Hotel as Haunted? Discover the Benefits, Drawbacks, and Year-Round Considerations

The allure of haunted hotels is undeniable. From eerie ghost sightings to tales of restless spirits, a haunted reputation can draw in curious guests looking for a unique thrill. But should you embrace the supernatural and promote your hotel as haunted year-round? While many historic properties, such as the Stanley Hotel (famously linked to The Shining), have thrived by embracing their haunted histories, it’s not a decision to take lightly. Here are the pros, cons, and key considerations to help you decide if marketing your hotel’s ghostly side is the right move.

Pros of marketing a hotel as haunted

1. Capitalize on the unique history of your hotel

Many hotels, especially older ones, have intriguing backstories. By promoting ghostly encounters or unexplained phenomena, you can offer guests a deeper, more immersive experience. This can lead to greater interest in your hotel’s history, transforming it from a simple place to stay into a destination for history buffs and paranormal enthusiasts alike.

2. Attract niche markets to your hotel

There’s a dedicated audience for ghost stories and paranormal experiences. People travel from all over to stay in hotels with a haunted reputation. Not only do these guests pay for rooms, but many are also willing to shell out extra for ghost tours, special haunted packages, or even ghost-hunting equipment rentals. Embracing your hotel’s haunted status can unlock a niche market that’s ready to pay more for a memorable (and spooky) stay.

3. Leverage haunted packages as a year-round appeal

While fall is typically associated with all things spooky, hauntings aren’t tied to a particular season. You can leverage your haunted reputation year-round by offering themed experiences, such as winter ghost retreats or summer night tours. This could help you drive traffic during the slow season and keep guests coming back no matter the time of year.

4. Build unique haunted experiences that differentiate your hotel

A haunted hotel opens up a world of possibilities for crafting engaging guest experiences. Whether it's guided ghost tours, paranormal investigations, or interactive storytelling sessions around a fireplace, you can offer unique packages that set your hotel apart from competitors. These experiences could become a regular part of your business, adding value and keeping guests intrigued.

Cons of marketing a hotel as haunted 

1. Haunted experiences are not for everyone

Not all guests are thrilled by the idea of spending the night in a haunted room. Some travelers may find the idea unsettling or be completely turned off by ghost-related themes. It’s essential to know your audience—are they the type who would enjoy a paranormal adventure, or would they be more likely to cancel their reservation if they hear about your haunted history?

2. Dark hotel histories may backfire

Not all hauntings are playful or lighthearted. If your hotel’s ghostly tales stem from violent or tragic events, marketing these stories could be risky. Darker histories may alienate guests or even lead to negative press. It’s essential to strike a balance between sharing intriguing stories and avoiding ones that could be perceived as distasteful or upsetting.

3. The risk of being seen as a gimmick

In some cases, promoting a haunted hotel may come off as nothing more than a gimmick. For skeptics or those uninterested in paranormal activity, the idea could feel forced, leading to frustration or negative reviews. If your haunted reputation doesn’t feel authentic or well-researched, it might backfire.

4. Negative reviews if guests aren’t spooked

Do your hauntings happen often enough to build a sustainable narrative? If ghost sightings or unexplained events are rare, guests may be disappointed if they don’t experience anything during their stay. Managing expectations is key. Guests should feel like they’re getting a legitimate experience rather than being sold on something that rarely happens.

Key considerations before marketing a hotel as haunted

1. Know your hotel’s audience

Understanding your guests is critical. Are they likely to be excited by ghostly tales, or would they prefer a peaceful, relaxing getaway? One option is to survey current or past guests to gauge their interest in paranormal themes. Their feedback can help guide your decision on whether to embrace your haunted reputation.

2. Craft authentic, well-researched stories of your hotel’s hauntings

If you choose to promote hauntings, make sure the stories you share are well-researched and frequently reported. Avoid embellishing too much—guests will appreciate an authentic experience, even if the hauntings are subtle. Dive into the history of the spirits that may linger on your property. Who were they? How often are they "seen" or "heard"? What is the nature of the encounters? Vivid, real stories will be far more engaging than fabricated or over-the-top ones.

3. Consider the year-round appeal of haunted hotel experiences

Hauntings don’t have to be limited to October. Consider building packages or seasonal experiences that capitalize on ghostly themes throughout the year. Winter ghost retreats, spring paranormal investigations, and summer night ghost hunts could help keep guests engaged during different seasons. Flexibility is key to maintaining interest and appealing to a wider audience.

4. Balance hotel guest expectations

If you choose to market your hotel as haunted, be transparent with your guests. Some may want to know exactly what they’re signing up for, while others may prefer not to know the details. Offering different packages or room options—such as “haunted” and “non-haunted” sections—could be a creative way to appeal to both thrill-seekers and those who just want a comfortable stay.

So, to haunt or not to haunt?

In the end, only you know your property and your audience best. Whether or not you choose to embrace your hotel’s haunted history, there’s potential to craft unique experiences that keep guests engaged and coming back. If ghosts aren’t your thing, you can still explore partnerships with local haunted attractions, offering your hotel as a comfortable and safe base for those seeking thrills elsewhere.

Remember, being haunted isn’t a one-size-fits-all approach, but with careful planning and attention to your guests' desires, you can strike the right balance between spooky and serene.

 A collection of our haunted hotel properties

Here is a list of some of our renowned hotels known for being haunted, showcasing how they've woven their ghostly past into their identity—ranging from full immersive experiences and featured in their history to subtle mentions in their FAQs.

• La Fonda – Santa Fe, NM
• Hawthorne Hotel – Salem, MA
• Hassayampa Inn – Prescott, AZ
• The Wort Hotel – Jackson, WY
• 1886 Crescent Hotel – Eureka Springs, AR
• Hotel del Coronado – Coronado, CA

Remember, crafting unique experiences with careful planning can strike the right balance between spooky and serene. Let's talk about your next project.