SLEEP TOURISM IS AN IDENTIFIABLE GROWTH SECTOR, ARE HOTELIERS PAYING ATTENTION?

BY ALLAN LYNCH

A good night’s sleep has progressed far beyond Goldilocks’ “too soft,” “too hard,” and “just right” research. It’s such a real quest that sleep tourism has evolved as an identifiable growth sector driven by the raised awareness of and desire for better health and wellness. A study by HTF Market Intelligence suggests sleep tourism will increase by USD 409.8 billion at a CAGR of 7.9 per cent from 2023 to 2028. Currently, the market value is pegged at USD 640.9 billion.

Researchers say the market drivers are a growing prevalence of sleep disorders and related health problems, as well as an increase in disposable income and travel expenditures. It is also on-trend for the increasing demand for sustainable and responsible tourism.

Just as Goldilocks struggled to finally get a good night’s sleep, travel operators and consumer manufacturers are recognizing the challenge of sleep-deprived populations. Not surprisingly there is an industry organization, the Better Sleep Council (BSC), which since 1996 has studied sleep patterns, public attitudes towards sleep and health, and mattress buying decisions. Understanding those individual buying decisions might help win or be a determining factor in accommodation choice.

The latest research from the BSC says 48 per cent of US adults say they either do not get enough sleep or are dissatisfied with the quality of their sleep. Only 17 per cent of adults say they get eight hours of sleep a night. As many as 53 per cent of adults say they get less than six hours of sleep per night. Of those, 54 per cent of women and 42 per cent of men identify as troubled sleepers.

Age can be a factor in how well adults sleep. Sixty per cent of the sleep-deprived complain that physical discomfort (body pain and room temperature – too hot or too cold) interferes with their sleep. Interestingly, while both Boomers and Gen Xers mention body pain as an impediment to better sleep, BSC found that “worrying about money is the most common impediment among Gen Z and Millennials.”

Outside noise and insufficient darkness (18 and 11 per cent) are the other leading impediments to sleep. Only a third of US adults wake up feeling refreshed and well-rested.

Some people do take measures to get a better night’s sleep, like adjusting their technology/media use (41 per cent), adhering to a sleep routine (40 per cent) and/or exercising (33 per cent).

Over the decades the hospitality industry has skirted on the edges of sleep tourism. But those actions were presented more as a one-off amenity, like the installation and promotion of blackout curtains, white noise machines and pillow menus to promote comfort, rather than pulled together into a bundle targeted to a better sleep experience.

Having identified the issue and giving a name to the market segment has provided direction to spur more properties and chains to create sleep circuits, sleep concierges or sleep packages. Packages usually marshal existing in-house, do-it-yourself amenities together as a suggestion for better sleep: like use of the spa, some level of exercise (whether in the fitness centre or suggested in-room stretching and yoga workout), a pre-bed bath, herbal teas and mocktails. Some properties have invested in weighted blankets, scented pillow mists, sleep-inducing meditation recordings, and melatonin-infused patches or offer a pillow menu catering to guests who may prefer sleeping on their back or side. Sleep circuits and concierges tend to involve a higher level of personal involvement in achieving guest relaxation.

Properties like Six Senses Resorts and Rocco Forte Hotels have seen the opportunity to offer multi-night packages to help guests achieve a better sleep routine sort of like recovering from jetlag.

These so-called “healthy sleep strategies” aim to supply guests with the tools they need to improve their sleep both on the road and at home.

A lot of what has been done in the past has either been championed by boutique operations in exotic destinations or as a response to a particular concept du jour. Now, major brands are embracing the idea. Westin Hotels & Resorts is the most recent to announce a brand-wide change with a new version of their signature “Heavenly Bed” to target this market.

Westin says their Next Generation Heavenly Bed “fortifies the brand’s mission and 360-degree wellness approach, empowering discerning travellers to not only maintain but enhance their well-being while travelling.” In making the announcement Brian Povinelli, senior vice president at Marriott International said, “In a culture that has long glorified business and productivity, Westin knows that a good night’s sleep is paramount to guests’ overall well-being, which is why our iconic Heavenly Bed has resonated with travellers for decades.”

The Next Generation Heavenly Bed addresses the discomfort issues identified by the BSC. It employs high-tech fibres, motion-control technology and temperature-regulating gel-infused memory foam. The mattress finishes have a lower environmental impact and longer life span. A hydrocool hypoallergenic duvet insert will also contribute to improved temperature regulation and a better night’s sleep.

The Next Gen bed also relied on guest input to go forward with removing the bed skirt and bolster pillow to reflect a more modern sleep experience.

The Next Generation Heavenly Bed remains a mainstay of Westin’s guest comfort focus it, and part of its Six Pillars of Well-Being: Sleep Well, Eat Well, Move Well, Feel Well, Work Well, and Play Well.

In essence, sleep tourism is an opportunity for properties to reframe their messaging to reintroduce themselves to a new market segment as well as remind existing clients of your innovation and hospitality. It’s like hospitality 2.0.