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The present study explores the possible ramifications of insomnia and sleep quality on attitudes and expectations from a hotel accommodating guests suffering from insonia and poor sleep quality.

The current study adopts a quantitative dominant (QUAN + qual) concurrent mixed methods design. 20 participants (11 women and nine men) aged 22 to 80 participated in the qualitative research. Purposeful sampling (n = 369) was employed to solicit participants for the quantitative phase of the study.

Findings suggest that subjective norm influence is significantly associated with service quality expectations and intentions to visit a hotel accommodating sleep-deprived individuals. Hotels accommodating such guests possess a substantial competitive advantage.

While our study provides valuable insights, it is essential to note that the data was collected from a single country. Therefore, caution should be exercised when generalizing the findings to hotel guests from other countries. This highlights the need for future research to explore cross-cultural aspects of sleep disorders and their impact on the interaction between hotel service providers and guests.

The study results underscore the importance of understanding and addressing the unique needs of travelers’ with sleep disorders. They also emphasize the added benefit of better accommodating other guests who do not necessarily suffer from the disorder to enjoy substantially more sleep.

The extant tourism literature focuses on neurological disorders. However, the possible ramifications of insomnia and poor hotel sleep quality on travel, guest preferences, expectations and choices were mostly overlooked.