Going Long for Hotel Longevity Part III: Sleeping on a Pile of Profits
What hotels don’t promote a good night’s sleep these days? While offerings have gone from the groundbreaking introduction of Westin’s Heavenly Beds to today’s superficial pillow concierge, hotels have yet to fully capitalize on this good. Brands that wholeheartedly continue down this path will make huge returns for their efforts.
Even though we’ve known for millennia that sleep plays an important role in our moods, energy levels, and even our appearances, “sleep science” is only now reaching the mainstream, so much so that “tourism sleep” – defined as an express trip with the goal of improving one’s sleep quality – is a fully marketable segment with travelers willing to pay thousands of dollars for multi-night packages.
With the modern world bombarding with blue light screens every moment of our waking lives, people of all demographics are increasingly recognizing this daily activity (hopefully) as essential in determining tomorrow’s productivity, in addition its role in supporting the immune system. body system and longevity.
And as more and more people begin to adopt effective sleep hygiene techniques at home, they will expect such programs to exist in the hotels of their choice. Particularly if you’re aiming to appeal to the largely affluent anti-aging or wellness-seeking crowd, creating a solid sleep schedule that infuses a variety of operations is mandatory.
What we argue is that as this trend becomes mainstream in households, hotels need to stay one step ahead in order to wow guests and elevate the brand, either to justify higher ADRs, or to sell products focused on sleep. It is an arms race; the more awareness there is of the science of sleep, the more travelers will demand great amenities from all properties (not just wellness resorts already renowned for these programs).
Here is a short list of sleep improvement ideas you can consider, some cheap and some not:
- Types of sheets, beds and pillows known for their quality in this regard
- Soporific herbal teas such as chamomile or passionflower available in the room or on request
- Over-the-counter, clinically safe sleeping pills, such as melatonin or valerian root, are also available as bedroom amenities or as an on-demand service
- Specific F&B options designed and promoted for their sleep-enhancing qualities
- Nutritionists, herbalists, hypnotherapists, RMTs, physiotherapists or any other type of “sleep experts” available for on-site consultations
- Specially designed spa treatments with products available for purchase from the gift shop
- Convection saunas, infrared saunas, steam rooms, banyas and relaxation pavilions
- Group yoga, meditation, mindfulness or breathing or healing classes on site
- Guided in-room programs according to the above or others like Progressive Muscle Relaxation (PMR)
- Toiletries with ingredients known to improve sleep or even nasal oil applications
- Showers infused with minerals or vitamins proven to relax the body
- Circadian lighting that naturally changes from blue (morning) to amber (night)
- Smart thermostats that lower the temperature in the middle of the night to prolong sleep
- Minimizing noise in the room which may require better windows, new HVAC or thicker doors at a high investment to do well, or easier to implement noise canceling equipment that allows adaptive masking of sound
- In-room aromatherapy, including scatterers, soaps, incense, candles (be careful), oils and tissues, for soothing scents like lavender or jasmine
- New-era bedside electronics that offer everything from melodic sounds of crashing ocean waves to help you drift off to sleep, to intuitive alarm clocks that connect to in-room controls via IoT.
- Dedicated relaxation areas such as a library with cozy fireplace or a naturalistic living room with green walls
- Calming activities like the Zen garden or mandala art classes
- Bedtime wearables such as a smartwatch or smart ring that monitor a guest’s vital signs while they sleep and reconnect to an AI that can then offer algorithmic recommendations for the next night or change room orders in the media via IoT
- Even more sci-fi, advanced health diagnostic tools like a metabolome blood test assessment (non-invasive via skin contact sensors) that gives a picture of all metabolites in the body and then returns regiments specific dietary, medicinal and exercise
While many of the above elements may require a bit of PIP, the mix you choose ultimately comes down to your brand and the people you want to attract. Be advised: the richer the prospect, the more sleep gear you need to convince them. Indeed, these customers are likely already accustomed to the more common ones and will continue to seek out innovators.
In all recent asset management engagements, creating a wellness program or augmenting an existing one has been a topic of discussion, with sleep as the central topic. We are conducting this exercise because we know that a good night’s sleep is a key driver of customer satisfaction, but also because of the aforementioned upselling opportunities and long-term support of brand equity.
However, Rome wasn’t built in a day, and neither was your sleep schedule. Figure out what can be done given your budget and what fits your region, then organize it into phases so your team can properly execute all new SOPs and add-ons. You can even start by creating a new room category specifically marketed for its sleep benefits.
Whichever direction you choose, know that there is a way to increase or at the very least protect your income. Don’t believe us? Sleep on it then decide.
Mogel Consulting Limited Hotel