Missing Numbers 13, 4, 44: Superstitions Across Cultures

By Charlotte Tan

Take a moment to observe the elevator panel in a high-rise Asian hotel. You’ll notice it jumps from floor 12 directly to 14—no button for the 13th floor. Or perhaps there’s no 4th, 14th, 24th, 34th, or 44th floor either. Meanwhile, Western hotels might have rooms 400-412, then skip to 414, bypassing room 413 entirely.

What appears to be absurd is actually a serious business strategy that impacts building design, marketing, and even property values. Behind these missing numbers lies the economics of fear, cultural psychology, and the hospitality industry’s desperate attempt to avoid losing customers.

Number 13: The Western World’s Fear

The Roots of Fear

Triskaidekaphobia (fear of the number 13) is the most widespread superstition in the Western world. There are numerous theories about its origins:

• The Last Supper: Jesus’s final meal had 13 people present, and the 13th person was Judas, the betrayer
• Norse Mythology: A feast at Valhalla with 12 gods was disrupted when Loki, the god of chaos, arrived as the 13th guest, causing catastrophe
• Friday the 13th: In 1307, King Philip IV of France ordered the arrest of Knights Templar across the country on Friday, October 13th

Measurable Impact

In the United States:

• 80-85% of high-rise buildings have no 13th floor
• Approximately 80% of hotels skip room 13 or floor 13
• Many airlines don’t have row 13
• Streets in some cities skip the number 13

Studies show:

• 9-10% of Americans admit to fearing the number 13
• The U.S. economy loses approximately $800-900 million on each Friday the 13th because people avoid traveling, shopping, or making important decisions

Number 4: Asia’s Terror

The Sound of Death

In Chinese, Japanese, and Korean, the number 4 (四/し/사) sounds identical or similar to the word for “death” (死/死/죽음)

• Mandarin Chinese: “Sì” (4) ≈ “Sǐ” (death)
• Japanese: “Shi” (4) = “Shi” (death)
• Korean: “Sa” (4) ≈ “Sa” (death)

This fear is called Tetraphobia and is far more severe than fear of 13.

Levels of Avoidance

Asian hotels don’t just avoid the number 4—they avoid every number containing 4:

Intensive hotels:

• No floors: 4, 14, 24, 34, 40-49, 54, 64…
• No rooms: 04, 14, 24, 34, 40-49, 104, 114, 124…
• Some also skip 13 (to accommodate Western guests)

A 40-story hotel in Asia might actually have only 30-32 physical floors because of all the skipped numbers.

Example floor numbering:

…11, 12, 15, 16, 17, 18, 19, 20, 21, 22, 23, 25…

Daily Life Impact

Tetraphobia isn’t limited to hotels:

• Hong Kong hospitals: No floors 4, 14, 24, 44
• Phone numbers: Numbers containing 4 are cheaper or completely avoided
• License plates: People pay extra to avoid the number 4
• House numbers: Properties with 4 in Asia lose 10-30% of their value

Number 44: Double Death

In some Asian cultures, 44 is considered the worst number possible because it means “double death.”

Many hotels in:

• Hong Kong
• Singapore
• China
• Taiwan
• South Korea

Will absolutely not have a 44th floor, even if they accommodate Western guests who don’t fear the number 4, because local guests will adamantly refuse to stay there.

Some hotels use floor 44 as:

• Mechanical floors (equipment rooms)
• Corridor lobbies
• Staff areas
• Or skip it entirely

Other Avoided Numbers

Number 9 (Japan)

• “Ku” sounds like “suffering/agony” (苦)
• Some Japanese hospitals don’t have room 9 or 19, 29

Number 17 (Italy)

• Written as Roman numeral XVII can be rearranged to VIXI meaning “I have lived” (now dead)
• Many Italian hotels skip room 17 and floor 17

Number 666 (Christianity)

• “The Number of the Beast” from the Book of Revelation
• Many Western hotels don’t have room 666

Number 420 (Pop Culture)

• Associated with cannabis culture in America
• Some hotels change it to 419+1 or 421

The Economics of Superstition

Hidden Costs

Skipping numbers has real business impact:

1. Navigation Confusion

• Guests get lost because floor numbers don’t match reality
• Floor “50” might actually be the 40th physical floor

2. Room Pricing Research shows:

• Room 13 or floor 13 (if present) is 35-50% harder to sell
• Room 4 in Asia sells at 15-25% lower prices
• Hotels must discount to compensate

3. Construction and Design Costs

• Special floor signage (11, 12, 12A, 14) instead of 13
• Elevators must be programmed to skip floors
• Fire safety and security systems must be adjusted

4. Real Estate Value Studies in Asia found:

• Buildings with many 4s lose 10-30% of their value
• House number 444 might be completely unsellable
• Condo floors 4, 14, 24 sell slowest

Profit-Loss Calculation

A 50-story hotel in Hong Kong:

• Skipping floors with 4: Loses approximately 10-15 floors
• Average room rate: $200/night
• Rooms per floor: 30 rooms
• Occupancy rate: 80%
• Annual revenue lost: Approximately $13-20 million

But if they force guests to stay on floor 4:

• Occupancy rate drops to: 30-40%
• Must discount: 20-30%
• Bad reviews = damaged reputation

Conclusion: Skipping floors/rooms = less revenue loss than forcing occupancy

The Psychology of Superstition

Why Do We Believe?

Neuroscience research reveals:

1. Pattern Recognition The human brain tries to find patterns in everything, even when none exist. When something bad happens on floor 13, the brain remembers and connects it, even if it’s pure coincidence.
2. Cultural Reinforcement When 80% of hotels don’t have a 13th floor, the brain thinks: “If it’s not real, why does everyone avoid it?”
3. Loss Aversion Humans fear loss more than they anticipate gain. Even if the chance of floor 13 bringing bad luck is 0%, people don’t want to risk it.
4. Self-Fulfilling Prophecy If you believe floor 13 is unlucky, you’ll be extremely vigilant and notice every abnormality, making it seem truly unlucky.

Belief ≠ Stupidity

Psychologists emphasize that believing in superstitions doesn’t mean foolishness. Even:

• Professors
• Scientists
• CEOs of major corporations

Still avoid numbers 13 or 4 because it provides psychological comfort, not rational belief.

Different Designs: Hotels That Dare to Challenge

The 13 Hotel, Macau

This hotel uses number 13 as a selling point:

• Everything involves 13
• Room rates: $313, $613, $1,313
• Target audience: Foreigners who don’t believe or people who like uniqueness

Skylofts at MGM Grand, Las Vegas

• Proudly has floor 13 and room 13
• Uses it as a marketing angle: “Break the superstition”

W Hotel, Various Locations

• Some branches have floor 13
• Target: Millennials who don’t believe in superstitions

But even these hotels must:

• Keep backup rooms ready if guests request changes
• Disclose during booking to avoid problems

Compromise Strategies

Modern hotels find solutions that minimize impact:

1. Use Letters

• Instead of 13, use 12A, 12B or M (Roman numeral 1,000)
• Instead of 4, use 3A

2. Convert to Special Floors

• Lobby
• Sky Lounge
• Fitness Center
• Meeting Rooms

3. Dynamic Numbering System

• Automated booking system skips taboo numbers based on guest nationality
• Chinese guests don’t see number 4
• Western guests don’t see number 13

4. Transparency and Choice

• Clearly inform guests during booking that these floors/rooms exist
• Let guests choose themselves with special discounts

Conclusion: When Belief Becomes Business Reality

Missing numbers in hotels aren’t absurd—they’re an intelligent response to human psychology and cultural diversity.

In the hospitality business, guest perception is reality. Even though there’s no scientific evidence that floor 13 or room 4 brings bad luck, if guests believe it and refuse to stay, that’s real financial loss.

Next time you notice an elevator jumping from 12 to 14 or missing room 413, don’t think of it as superstition. This is the art of global business that must balance reason, belief, culture, and profit.

Perhaps the real superstition is: “Ignoring customer beliefs = business failure”