Sleep is the hottest new hotel amenity

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After the pandemic forced the Cadogan Hotel in London to temporarily close, general manager Xavier Lablaude and his team started thinking about ways to bring guests back.

With reports of insomnia on the rise, they decided to look into one of the key functions of a hotel: providing a place to get a good night’s sleep.

The hotel launched its Sleep Concierge service in early 2021, helping guests sleep with a range of services and amenities, from hypnotherapy to soothing tea. “A lot of people were quite stressed just leaving their homes,” Lablaude said. “They had been home so much, it was quite an adventure to come out of their cocoon, and I think it was a good time to reassure people when they came out of their homes, to have this offer at the same time. time. “

The hotel is one of many investing more in sleep-themed services, with offerings at many properties aimed at helping guests get the most out of their sleep.

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The Cadogan has teamed up with hypnotherapist Malminder Gill to create a meditation audio recording, and it also has a pillow menu, weighted blanket, lavender pillow mist and more, all included in the package. room price. Clients can also book a private in-room session with Gill in advance for around $375.

Other hotels have designated areas designed to help guests rest. When Hotel Figueroa in Los Angeles originally launched its Rest & Recovery suite last year, it was meant to be a summer promotion for National Relaxation Day. “We expected it to last about three months, and then it just kept booking,” said general manager Connie Wang.

The 870 square foot suite includes a mattress from Eight Sleep that adjusts its temperature overnight and a personalized Pluto pillow that you can take home. The suite, which costs around $500 a night, also has a FORME fitness mirror — part of a holistic approach to helping guests sleep well, starting before they hit the sheets.

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Wang said the idea came about after guests sought respite at the hotel as people worked from home during the pandemic and the lines between personal and professional blurred. Many locals have flocked there to get away from their home office space, she said.

“We were already noticing this trend with hotel guests coming to stay at hotels to find that night’s sleep truly restful, away from their emails and away from the stresses of home life and the stresses and rigors of the pandemic, and just had a breakout,” she said.

Tanner Saunders, senior hotel reporter at The Points Guy, said sleep-focused hotel deals aren’t new, but “it’s just another thing that’s been exacerbated by the pandemic in many ways.” .

As the pandemic wanes, wellness is key for many hotel brands, he said, with sleep emerging as a particular area of ​​focus. “As the pandemic has changed so many parts of our lives, we’ve realized that sleep is so much more important because we had that time at home to regroup…and I think hotels are starting to take advantage of that,” did he declare.

In general, hotels try to build brand loyalty, said Jamie Larounis, travel industry analyst at UpgradedPoints.com. The overnight portion of a guest’s stay is particularly important. “They want to associate you with travel…with certain brands, certain hotels, because you know you’re going to get a great night’s sleep,” he said.

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A sleep-themed deal can also provide “an ancillary source of revenue” for the hotel that doesn’t cost them much. Larounis added that travelers can mainly expect to see such special services in mid- to high-end hotels.

Offers may vary by property. The Lotte New York Palace decorated its Hästens Ultimate Sleep Suite with a $200,000 bed from the Swedish company and signature pajamas, while the Equinox Hotel at Hudson Yards designed its rooms with “regeneration” in mind, including blackout blinds and soundproofing.

Some offers are particularly immersive: The Royal Livingstone Victoria Falls Zambia Hotel by Anantara organizes a three-day sophrology retreat.

While some are more elaborate, Saunders noted that in other cases, hotels are “just reframing the services they already offer and tying them together with this little arc that says ‘sleep experience’.” He recommended travelers looking for specialty packages do their research “because some are really different from others.”

Wang said she expects Hotel Figueroa to continue offering its suite until the end of the year and is evaluating demand again. For now, however, customers can rest easy. “I think as long as it’s useful to people and people are looking for that experience, we can keep it,” she said.

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