I stayed at a bed and breakfast a few years ago and the owners (a couple) were super nice. I was traveling alone for work so they kept me company and checked in on me, even had me over for meals sometimes. We actually bonded. It almost seemed like a friendship. On my Facebook memories it's showing me that visit from four years ago. I thought it would be nice to send the couple a message (they're somewhat older but their property is still online) to say hi and tell them how I still remember that trip fondly. I've emailed twice and never heard back. My first instinct is they were just nice for the sake of doing business and don't actually care about me. Then I thought something happened to them (illness, death, etc.) but see they're still pictured on their website. How should I feel about this? I feel ghosted.
Well, I mean, you might've become a little too attached to these people whose business is to welcome people and make them feel comfortable. It means they were good at their job. If that means feigning interest in your life while you're there (and let's be honest, that's kind of the expectation in any sort of customer service job), then they are good business people.
It sounds like you spent a fair amount of time with them, even though it was a work trip. Assuming you worked full days during this trip, it left a few hours each day to be social. OK, so, if you spent the time with them each day, it might've been companionship but not necessarily a friendship. I'm not trying to piss on your memories and fondness of them (though you kinda did that yourself by writing to me!), it seems like you got attached in almost a child-parent kind of way.
Without knowing for sure what happened to them and why they're silent, all we're doing is speculating. We're just going to put more ideas in your head. But, for shits and giggles, let's do it, anyway.
You mentioned they are "somewhat older." For many in that demographic, email isn't the primary mode of communication or they might struggle to manage it. Perhaps the email address listed online isn't actively monitored by them, but by a younger family member or assistant, who simply sees it as an inquiry rather than a personal message.
Or, while their kindness felt like friendship, their primary role was that of hosts. They likely welcome hundreds of guests over the years. Maintaining a professional distance, even with warm interactions, is often part of the business model. They might genuinely cherish the memory of your stay, but don't have a system or capacity for ongoing personal correspondence with past guests. It prevents them from being overwhelmed. (Flip it around to any other customer service role. Whether you're a burger server, a barista or retail cashier, you might have your regular customers that you know some things about -- and perhaps you momentarily bond during your interactions -- but do you have the capacity to carry on long-term interactions with all of them, no matter how much you like them? (If you do, congrats!)
The fact that their property is still online and they're pictured doesn't tell us the full story of their daily lives. Four years is a long time. Health issues, family matters or simply an increased workload could mean they have less energy or time for personal correspondence beyond immediate business operations. An email could easily get lost in a busy inbox, marked as spam or simply be overlooked amidst more pressing concerns.
It's unlikely that they are intentionally ignoring you or trying to make you feel bad. Remember, they fostered a welcoming, positive environment for you in that moment. They're under no obligation to carry on social chatter long after the fact.
How about this: make a fake email address with a fake name. Send a message inquiring about the property. See who responds. Or, if they have social media pages for the property, send a message there and see if it gets read (and/or responded to). If it does, don't lose your shit and confront them. Seriously, don't make this nasty.
But, let me conclude with this: don't get crazy over this. The last thing you want is to get neurotic and start harassing people from four years ago who, quite honestly, might not even remember you. It's great that you had a good time and they achieved the goal of making you feel welcome in the moment, so leave it at that. Leave it as a good memory. Why put yourself through this?