“Hotels Invest in Sleep Tourism: Offering ‘Cocoon’ Sleep Amenities for $1,780 per Night”

Sleep is a crucial part of our lives, and for many, it’s a luxury that seems to be increasingly elusive. The National Sleep Foundation, the Centers for Disease Control and Prevention, and the National Institutes of Health have all reported that the United States is suffering from a sleep deficit, with poor sleep linked to depression. This has created a business opportunity within the hospitality industry, with hotels now offering services and amenities focused on promoting a restful night’s sleep.

Hilton’s 2024 trends report revealed that the primary reason people travel is to rest and recharge. Hotels are competing with Airbnb by offering services such as AI-assisted beds and on-call hypnotherapists to enhance guests’ sleep experience. The importance of sleep from a health and wellness perspective has become a major selling point for hotels, creating a fast-growing industry.

The trend of sleep tourism is not new. Luxury hotels have been introducing perks for better sleep since the 1960s, such as pillow menus, blackout curtains, and white noise machines. However, hotels are now going beyond these basics to cater to sleep seekers.

One example is Bryte’s AI-assisted, smartphone-pairable mattress, which adjusts as you move to optimize deep sleep. The Park Hyatt New York has added five Bryte sleep suites, which were introduced after the hotel reopened following a 376-day Covid closure. These suites cater to locals seeking a change of scenery and guaranteed rest.

In addition to smart beds, hotels are also offering retreats and programs aimed at improving sleep. The Carillon Miami Wellness Resort offers a five-treatment sleep circuit that uses infrared light, electromagnetic frequencies, salt floats, and vibration. Canyon Ranch Tucson hosted its first Mastering Sleep Retreat in 2022, a five-night program that includes a sleep assessment followed by sessions with board-certified M.D.s, registered nurses, dietitians, and spiritual wellness providers.

Hotels are also focusing on creating a relaxing environment to promote sleep. The Park Hyatt and Tempo by Hilton offer rooms divided into three zones, including an enveloping sleep environment with temperature-controlled mattresses and sound-absorbing acoustics. At the Conrad Bali, guests can book a private SWAY session, which involves lying in a swinging, aerial hammock that mimics floating on a cloud or being in the womb.

Despite these efforts, experts question whether these amenities will have a long-term impact on sleep quality. They argue that understanding the root cause of sleep troubles is key to improving sleep, and that follow-through and follow-up are essential for lasting change. Furthermore, these services are not accessible to everyone due to their high cost.

Source: nytimes.com

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