Kim19 Most hoteliers include all the requirements governing deposits in their terms and conditions and you are free to go elsewhere if, having read them, you decide they do not appeal to you.
I do not think there is anything 'goodwill' about them, and why should there be? Non-shows and last minute cancellations are a key factors in many businesses business plan. Including doctor's and dentist's practices, hairdressers, as well as hospitality from restaurants to hotels, spas and everything else.
If we want all these services to remain they need to be financial viable so with heavy costs for running premises and employing staff, it is reasonable for then to expect those booking their services to pay a deposit and forfeit it if they do not appear.