Just a stone's throw from Moab, Utah, Red Cliffs Lodge typically hands out complimentary goodies such as maps  to patrons. But in the fall of 2023, they spiced things up with a chilling addition: a ghost-chasing kit. This set comes complete with a recording device, an EMF detector, a spirit-communicating radio known as a ghost box, and a compendium of local spectral tales and the lodge's own ghostly chronicles. "Our visitors frequently come across odd occurrences, and there are three apparitions often spotted: the cigarette-smoking wrangler, the decapitated dame, and the submerged figure strolling by the Colorado River," remarks Brian Hunnings, the lodge's General Manager. "If you're prone to sensing such phenomena, chances are you'll cross paths with them. We aim to equip you for that adventure."

As the fascination with all things supernatural grows, intrepid tourists are on the hunt for accommodations with a spectral ambiance. To tap into this niche, hotels are rolling out frightful promotions, especially during the Halloween season. Establishments like Red Cliffs Lodge, however, maintain a year-round haunted narrative. "This is uncharted territory in the market, and the supernatural is all the rage at the moment," observes Anthony Melchiorri, a hospitality guru and television personality. "We're in the business of crafting experiences. This is just a novel way to offer patrons something distinctive." Melchiorri, the host of the Travel Channel's "Hotel Impossible," believes that a hint of the uncanny can give hotels an edge in a crowded market. An increasing number of hotels are hopping on the spectral bandwagon.

Historic Hotels of America has been publishing an annual roundup of the top 25 most haunted historic hotels since 2018, a page that's become a major draw on their website. Major hotel brands are also joining the ghostly fray. Certain Hyatt properties openly declare their haunted status on their websites, and Marriott's blog features a list of their otherworldly accommodations in the Autograph Collection. Sonesta International Hotels is responding to the "escalating demand from travelers in search of eerie experiences that blend local phantom folklore with the potential for supernatural encounters," according to Elizabeth Harlow, their Chief Brand Officer. Sonesta is getting into the ghostly groove with storytelling, haunted tours, seasonal offers, and even costume processions.

Haunted tourism is a booming business, akin to Halloween, which is predicted to rake in approximately $11.6 billion in consumer spending in 2024. It falls under the umbrella of "dark tourism," a $11 trillion travel segment that encompasses sites linked to mortality and calamity. Dark tourism could be valued at nearly $32 billion in 2024 and may surpass $40 billion by 2034. Hotels are vying for a slice of this revenue by targeting travelers in search of a shiver. This shift in marketing is a far cry from the past, when hotels would keep tales of the supernatural under wraps. "They ditched the idea that 'guests might get spooked,' and instead thought, 'Wow, guests will flock here, and I can market it, so we're a haunted hotel,'" Melchiorri notes. The Stanley Hotel in Estes Park, Colorado, which inspired "The Shining," has set the new ghostly benchmark. It boasts a packed schedule of spine-tingling activities such as séances and ghost hunts. It's also a favored venue for macabre-themed weddings, particularly in October.

On October 26, 2024, The Shining Ball, a fully booked event, commemorated the 50th anniversary of King's infamous overnight stay. King's room, 217, is now dubbed the "Stephen King Suite" on the Stanley's website, categorized under "Spirited Rooms," along with other popular rooms like 401, 407, and 428. Leveraging "The Shining's" massive appeal was an obvious strategy for the Stanley: "Can you envision the Stanley Hotel not capitalizing on its marketing?" Melchiorri queries. The hotel's latest venture is The Stanley Film Center, a community hub for horror aficionados expected to boost the hotel's earnings. Other hotels take a more understated approach to their spectral histories. At Red Cliffs Lodge, they incorporate the ghosts into the property's narrative, which includes Native American tribes, Mormon pioneers, and more, as Hunnings explains. This heritage is showcased at the lodge's Moab Museum of Film and Western Heritage. Recently, they've collaborated with local psychics for events. But in 2023, two psychics conveyed the same message to the management: "Your spirits are eager for you to tell their tale." That's when they chose to embrace it openly.

Steven Azar shares a similar vision for the Gifford House in Provincetown, Massachusetts: to maintain authenticity. This extends to everything from performances on multiple stages to the inexplicable happenings in the 166-year-old edifice. Azar recounts an incident where a battery-operated Halloween decoration suddenly cackled and shouted "Don't be afraid!" while he was alone. "It sent shivers down my spine, but it also indicated the spirit was more of a trickster," Azar shares. As he undertakes ambitious renovations and expansions, he aims to preserve that playful (if somewhat unsettling) atmosphere. He wants the hotel to reflect Provincetown's distinctive "witchy" essence and encourage guests to think outside the box. A lobby room designed for psychic readings, tarot decks, ghostly literature, and even a crystal ball add an enigmatic touch to the public spaces. Inquiries about the famed ghost, a topless cowboy spotted on the dance floor, receive an honest response: the details are unknown, but the spirit is benign. "I acknowledge and respect all potential paranormal events," Azar states, adding that these occurrences align with the hotel's evolving identity. "Our goal is to foster an environment where individuals can freely express themselves or at least observe with an open mind, whatever the experience may be."

A 2020 study published in "Cornell Hospitality Quarterly" suggests that haunted tourism can be instrumental in preserving ancient, eerie structures like abandoned schools or hospitals by generating funds for restoration. However, researchers caution that it's challenging to preserve factual history and prevent it from being overshadowed by myths and gossip. Hotels aiming to share their histories, haunted or otherwise, face similar dilemmas: steering clear of sensationalism, particularly when a tragedy or violent death is involved, and concentrating on factual, culturally considerate narratives. "The most compelling ghost stories in historic hotels are those rooted in real individuals whose presence can be substantiated," Orr notes, citing The Menger Hotel in San Antonio as an example. Built near the Alamo in 1859, the hotel is rumored to house several spirits, including that of a chambermaid, Sallie White, murdered in 1876 by her spouse. The hotel covered White's funeral expenses, and since guests continued to report sightings of her spirit, management decided to display the original documents detailing her burial costs in the lobby to honor her memory. "Such measures, I believe, can enhance the authenticity, credibility, and overall quality of the guest experience," Orr explains.

From a marketing perspective, Orr advises that hotels should disclose their ghostly tales in a manner that doesn't catch guests off guard. They should clearly delineate activities, website content, and promotional materials so that guests are aware of what they're signing up for—akin to a content advisory. However, Orr also points out that since many potential guests are drawn to that kind of excitement, hotels must strike a balance in deciding how much to reveal about the midnight footsteps in the hallway. "They need to satisfy both the ghost enthusiasts and the ghost skeptics," Orr remarks. A hotel's clientele can significantly influence their strategy. According to Hunnings, Red Cliffs Lodge's patrons—"off the main drag, seeking these types of experiences"—are well-suited to the property's unconventional offerings like the ghost-hunting kit. Activities like sound therapy and palmistry are also part of the resort fee. "They're genuinely eager to delve into the history and culture," Hunnings comments. "So it's a good fit for us. It wouldn't be suitable for every hotel." But whether guests are seeking a ghostly encounter or not, one might be around the corner—especially in a hotel with a long history. "My experience tells me that, admit it or not, most hotels have some nocturnal mystery," Hunnings says. "They just might not let on."