Insomnia, the bane of restful nights for many, is a complex condition that can have profound effects on one's well-being.
If you've ever grappled with sleeplessness, you understand the toll it can take on your physical and mental health. Our aim in discussing insomnia is twofold: to shed light on its underlying causes and to explore how hotel owners and executives can support insomnia sufferers through innovative sleep programs.
As with these two goals, the primary goal is to be ‘hospitable’ — to fulfill the duty of care that hotels have for every guest by helping them get the best night’s sleep possible. But alongside this is a business case for using insomnia-friendly guestroom features to increase average daily rate, create inducements for higher-tier room upselling, booking direct or increasing length of stay as guests choose to stay longer for those quality Z’s.
In recent years, significant strides have been made in understanding the mechanisms of sleep and its crucial role in maintaining overall health. Dr. Matthew Walker's groundbreaking book, "Why We Sleep" (2017), has been instrumental in raising awareness about the importance of sleep hygiene. Hotels worldwide have responded by introducing or enhancing their sleep programs, recognizing the value of quality sleep as a distinguishing factor in guest satisfaction.
These sleep programs encompass a range of amenities and technologies aimed at promoting optimal sleep conditions. From blackout drapes to circadian lighting, from air purifiers to specialized minibar offerings, hotels are investing in initiatives to maximize guest comfort and sleep quality. These efforts not only enhance guest experience but also position hotels as leaders in wellness hospitality.
However, it's essential to recognize that insomnia is not solely a result of poor sleep hygiene. While these enhancements can contribute to better sleep quality, addressing insomnia requires a deeper understanding of its underlying causes. Insomnia is a multifaceted condition influenced by factors such as stress, anxiety, depression and lifestyle habits.
Consider these scenarios:
- The emotional turmoil of losing a loved one or experiencing a significant life event can trigger sleepless nights. Poor sleep hygiene practices and stress can exacerbate this condition, leading to a persistent cycle of sleep disturbances.
- Job-related stress and anxiety can contribute to insomnia. Alcohol consumption, often used as a coping mechanism, may further disrupt sleep patterns, leading to chronic sleep issues.
- The blurred boundaries between work and leisure, exacerbated by remote-work arrangements during the pandemic, can affect sleep quality. Engaging in work-related activities in bed can disrupt the brain's association with sleep, making it harder to unwind and fall asleep.
While hotels play a vital role in providing conducive sleep environments, it's crucial to acknowledge that these enhancements alone may not address the root causes of insomnia. Instead, hotels can focus on offering "peace of mind" through their sleep programs, providing guests with reassurance and support in their quest for better sleep.
Here are some considerations for hoteliers:
- Create comfortable lounge areas to discourage working from bed and promote relaxation before sleep.
- Eliminate visible alarm clocks to reduce sleep-related anxiety.
- Enhance ergonomic workspaces to encourage productivity and minimize sleep disturbances.
- Optimize TV positioning to minimize its impact on sleep quality.
- Encourage exposure to natural light during the day to regulate circadian rhythms.
- Offer alternatives to late-afternoon caffeine consumption to prevent sleep disruptions.
- Explore the benefits of electrolyte supplements and sleep-friendly beverages.
- Promote regular exercise to improve sleep quality and overall well-being.
- Provide access to sleep-focused apps and resources for mindfulness and relaxation.
- Implement one-click sleep mode technology to streamline bedtime routines and create a calming environment.
Ultimately, hotels can serve as catalysts for better sleep by prioritizing guest comfort and well-being. By aligning their offerings with the needs of insomnia sufferers and emphasizing the importance of quality sleep, hotels can differentiate themselves in the market and foster guest loyalty. Whether through innovative amenities or thoughtful messaging, hotels have the opportunity to make a meaningful impact on their guests' sleep experience.
Adam and Larry Mogelonsky are partners of Hotel Mogel Consulting Ltd., a Toronto-based consulting practice. Larry focuses on asset management, sales and operations while Adam specializes in hotel technology and marketing.
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