Waking Up To Benefits Of Sleep Tourism

Hotels have long touted a good night’s sleep to drive bookings and to ensure guest satisfaction. But with the growing awareness for sleep science, hotels are starting to capitalize on sleep tourism—brands that use new technologies or other amenities proven to enhance a guest’s sleep as well as sleep’s health benefits. Why not your hotel?

Programs like this are an arm’s race. Right now, there are examples of success including, but hardly limited to, Six Senses’ Sleep Doctor; Zedwell at Piccadilly Circus (on the economy end); The Belmond Cadogan’s Sleep Concierge; and Viceroy’s Healing Experiences at its Los Cabos property. While it’s clear that a subset of guests is specifically choosing these hotels to test them out for their sleep programs, soon this may become a make or break when it comes to commanding higher-than-comp-set rates.

Our hope from the list below is that you can find what works for your brand and your CapEx budget. Just as every guest eats, every guest also sleeps, so the appeal is universal; it’s just a matter of discerning what is plausible for your specific organization.

• Linen, bed and pillow types known for their quality in this regard;
• Soporific herbal teas like chamomile or passionflower available in-room or on-demand;
• Clinically safe, over-the-counter sleep aids like melatonin or valerian root also available as a guestroom amenity or as an on-demand service;
• Specific F&B options designed and promoted for their sleep-improving qualities;
• Nutritionists, herbalists, hypnotherapists, RMTs, physiotherapists or any other manner of ‘sleep experts’ available for onsite consultations;
• Purposefully designed spa treatments with products available for purchase in the gift shop;
• Convection saunas, infrared saunas, steam rooms, banyas and relaxation lodges;
• On-site yoga, meditation, mindfulness or breathwork or group healing classes;
• In-room guided programs per the above or others like progressive muscle relaxation (PMR);
• Bathroom amenities with ingredients known to enhance sleep or even nasal oil applications;
• Mineral or vitamin-infused showers proven to relax the body;
• Circadian lighting that naturally shifts from blue (morning) to amber (night);
• Smart thermostats that lower the temperature in the middle of the night to prolong sleep;
• In-room noise minimalization which may require better windows, new HVAC or thicker doors at a high CapEx to do right, or easier-to-implement noise canceling equipment that provides for adaptive sound masking;
• In-room aromatherapy, including dispersal machines, soaps, incense, candles (be careful), oils and fabrics, for calming scents like lavender or jasmine;
• New-age bedside electronics that offer everything from the melodic sounds of crashing ocean waves to help you doze off to intuitive alarm clocks that connect to the room controls via IoT;
• Dedicated relaxation spaces like a cozy fireplace library or green-walled naturalistic lounge;
• Soothing activities like Zen Garden or mandala art classes;
• Wearable bedtime devices such as a smartwatch or smart ring that monitor a guest’s vitals during sleep as well as connect back to an AI that can then offer algorithmic recommendations for the following night or modify room controls in media res via IoT;
• Even more sci-fi, advanced health diagnostic tools like a metabolome bloodwork assessment (non-invasive via skin-contact sensors) that gives a picture of all metabolites in the body then returns specific dietary, medicinal and exercise regiments.

Credit

Larry and Adam Mogelonsky

Together, Adam and Larry Mogelonsky represent one of the world’s most published writing teams in hospitality, with over a decade’s worth of material online. As the partners of Hotel Mogel Consulting Ltd., a Toronto-based consulting practice, Larry focuses on asset management, sales and operations while Adam specializes in hotel technology and marketing. Their experience encompasses properties around the world, both branded and independent, and ranging from luxury and boutique to select-service. Their work includes seven books: “In Vino Veritas: A Guide for Hoteliers and Restaurateurs to Sell More Wine” (2022), “More Hotel Mogel” (2020), “The Hotel Mogel” (2018), “The Llama is Inn” (2017), “Hotel Llama” (2015), “Llamas Rule” (2013) and “Are You an Ostrich or a Llama?” (2012). You can reach them at adam@hotelmogel.com to discuss hotel business challenges or to book speaking engagements.