The Overlooked Hotel Product: Enhancing the Sleep Experience

A hotel stay boils down to a few key components: impeccable cleanliness, a comfortable bed, and exceptional customer service. These fundamental elements are often enough to satisfy most hotel guests, highlighting the importance of the sleep experience in hospitality.

Regardless of whether guests are tourists or business travelers, the primary value proposition a hotel can offer is a simple yet vital one: a great night’s sleep. Surprisingly, many hotels overlook this essential aspect and instead focus on incorporating more technology and gimmicks into their rooms, missing out on a significant opportunity.

Beyond the confines of hospitality, sleep is poised to become one of the most prominent wellness trends of this decade, evident from the surge in Google searches related to sleep and sleep-related products in recent years.

Despite being major players in the global sleep business, the hospitality industry largely neglects this crucial aspect. The potential for hotels to capitalize on this trend is substantial, considering the growing public interest in optimizing sleep quality for health and well-being.

The emergence of online mattress brands like Casper and Simba several years ago marked a turning point in the sleep industry, sparking innovation and competition. Today, the market boasts over 175 online mattress companies and a plethora of innovative sleep solutions, including sleep sensors, robots, headphones, white noise machines, and more.

Some forward-thinking hotels have already embraced the sleeping trend. For instance, the Equinox Hotel in New York emphasizes sleep in its room design and offers personalized sleep coaching services. Similarly, The Benjamin Hotel curates a “top 10” pillow menu, employs a 24/7 sleep team, and provides a library of lullaby music.

Implementing sleep-focused packages can serve as an effective upsell for guests or even create a premium room category, adding value without requiring additional physical space.

To further enhance the sleep experience, hotels can integrate sleep care into other aspects of their offerings. Adapting beverage menus to include teas or cocktails that promote sleep can complement the bedroom experience. Collaborating with beauty and wellness brands, like Anatome, to introduce sleep-based products and revenue streams is another compelling strategy.

In summary, prioritizing and enhancing the sleep experience can be a game-changer for hotels, catering to the growing demand for quality rest and well-being among guests while tapping into a lucrative market trend.