What does it feel to be a guest in a hotel?
David Zaltzman
In this hotel, guests sign a waiver and surrender their freedom. Welcome to Karosta Prison Hotel in Liepāja, Latvia, a former Soviet and Nazi military prison that has transformed into one of the world’s boldest dark tourism experiences. Where others tore down symbols of oppression, Karosta turned one into a masterclass in experiential branding.
Before receiving their “cell keys,” guests sign an Agreement of Liability confirming they accept full treatment as inmates. The “guards,” often former military or police officers, maintain strict discipline. Punishments are real, push-ups at midnight, cleaning toilets with a toothbrush, isolation, endless instructions in Russian. Meals consist of thin barley porridge in rusted tins. Phones are confiscated. The lighting is dim. Time itself dissolves.
Reviews online tell two stories. Some guests write about a “raw, unforgettable journey through fear, empathy, and history.” Others describe emotional exhaustion and psychological distress. Yet, guests keep coming.
Why?
Because Karosta has mastered a strategic paradox called Inversion of Value, deliberately reversing expectations to create lasting impact. While traditional hospitality chases comfort, convenience, and charm, Karosta engineers discomfort, stripping visitors of identity and control. The result? Profound emotional engagement.
In psychological terms, it leverages a simple truth:
Strong emotion = strong memory.
Guests may not recall thread counts or room scents from other hotels, but they vividly remember isolation, fear, and the overwhelming relief of freedom. That’s not customer service, that’s emotional architecture.
And it sparks a question for every hospitality brand today: In an industry obsessed with delighting customers, are we forgetting how powerful discomfort and contrast can be in storytelling and experience design?
The brands that dare to challenge comfort, that design for transformation, not just satisfaction, will own the memories that last a lifetime.