Following Hilton’s 2024 Trends Report, which found that the number one reason people want to travel this year is to ‘rest and recharge’, Hilton has gathered a carefully curated group of luxury and wellness industry experts to delve deeper into how the importance of sleep is shaping the travel industry.
Spearheaded by Dino Michael, senior vice president and global head, luxury brands, Hilton, the team of sleep and luxury travel experts gathered at a Sleep Trends panel discussion, hosted at Conrad London St. James, where they identified five key areas that shape how sleep is considered in every part of the guest experience.
The group of experts included Amanda Al-Masri, global vice president, wellness, Hilton; Dr. Rebecca Robbins, associate sleep scientist, Brigham and Women’s Hospital and sleep expert to Hilton; who has recently partnered with Hilton to further elevate its sleep programming and introduce new various initiatives, including Sleep Retreats; Filippo Arnaboldi, CEO of luxury Italian linen company Frette; and Rob Arrow, director & head of partnerships, Cherry Travel, an expert on luxury guest preferences and booking patterns.
Dino Michael said, “Ultimately, the biggest priority for a hotel guest is to get a great night’s sleep - so it’s no surprise that this current trend around sleep tourism and holistic wellness is having such an impact across the luxury travel market. With this in mind, we wanted to bring together this group of key partners and leading voices to delve deeper into the topic of sleep and its influence on today’s luxury hotel guest.”
The key sleep insights include:
Consumer prioritisation of wellness has spotlighted the value of sleep and become a catalyst for ‘sleep tourism’
Sleep and wellness are intrinsically linked, and sleep has become a subsection of the overall wellness movement, with a seismic shift in the awareness and prioritisation of health and wellbeing.
Dr. Rebecca Robbins revealed that fewer than three in 10 adults report that their sleep is restorative, with research showing that this can have a huge impact on our physical and mental wellbeing. She said, “As a society, we focus so often on exercise and nutrition, but we’re only now collectively waking up to the importance of sleep. This has resulted in a rise in sleep tourism, with the idea being that you might return from your travels feeling inspired and recharged.”
"Regardless of their generation, people are increasingly focused on their daily routines and what aids sleep. And it’s not just about the act of sleep itself, but how a guest winds down and their daily routine whilst travelling - especially when factoring in other elements such as jetlag. At Hilton, we seek to provide more than just a place to stay; we aim to be a catalyst for wellness, starting with a great night’s sleep."
Dr. Rebecca Robbins is working with Hilton on new sleep programmes using evidence-based research and scientific insights as the foundation. Launching this year, Dr. Robbins will lead guests through a series of tailored activities, discussions, strategies, and meditations at Grand Wailea, A Waldorf Astoria Resort’s Kilolani Spa and Conrad Orlando.
Thoughtful guest room design is essential to creating a positive sleep experience
Increasingly, hoteliers are recognising the importance of guest room design in order to aid sleep patterns, taking into account all the elements that can help avoid disturbance during the night, including lighting, room layouts and tech.
"Across our luxury brands we spend a lot of time thinking about all elements of a hotel room. This includes the room layout – from ensuring the lighting and temperature controls are right, to checking that everything is within easy reach when it’s needed. And because we know guests want to be in control of their experience, even before they arrive, we’ve evolved our Hilton Honors app to help select preferences, such as a room away from the elevator or on a higher floor."
Adding to the in-room experience, luxury linen partner Frette provides guests with the highest quality Italian linens, which are essential to a good night’s rest. Commenting on the latest luxury hotel trends, Filippo Arnaboldi, CEO, Frette, said:
"Clean, crisp white bed linens made of quality materials and finishes are a key component of creating a calming sleep experience. We’re increasingly seeing hotels eliminate excessive decorative elements like unnecessary pillows and cushions, prioritising quality to create a serene and relaxing environment for guests."
Wellness spans beyond the guest room, fitness centre or spa
Well versed in guests’ travel preferences and the luxury sector, Rob Arrow, director & head of partnerships, Cherry Travel, believes it is fundamental that properties demonstrate a commitment to ensuring guests’ wellbeing from the moment they step foot on property.
"The modern hotel and resort experience transcend mere accommodation; they're holistic sanctuaries catering to the needs of travellers on multiple levels, including sleep. Extending the focus on sleep throughout the hotel or resort experience involves rethinking traditional service timings, including Food & Beverage offerings, with flexible dining options that accommodate guests’ varied schedules. Furthermore, attention to heating, ventilation, and ambient spaces beyond just the guest rooms underscores a commitment to creating a sleep-friendly environment throughout the property."
Dino Michael agreed with the importance of considering each aspect of the guest’s journey, adding, “We want guests to feel a sense of calm as soon as they step foot into one of our hotels. For example, at select Waldorf Astoria properties, we offer a scent ritual at check-in which helps guests to slow down immediately. We know that wellness is particularly important to guests after a long flight, and we’ve been responding to this. For example, at Waldorf Astoria DIFC, we have installed a flotation tank with a programme designed to help guests combat jet lag. It’s important we think about why guests are staying with us, whether for leisure or business, and what our luxury properties can do to make a guest stay as seamless and relaxing as possible.”
Hilton has also recently introduced a holistic anti-stress programme at Conrad Chia Laguna Sardinia that fosters a deep sense of physical and mental well-being by treating the nervous system and easing anxiety and sleep disorders. This is done through combining yoga therapy with meditation and a Tibetan Singing Bowl Massage.
At Waldorf Astoria Maldives Ithaafushi the Aqua Wellness Centre features an outdoor Hydrotherapy Pool designed in zones, using varying levels of intensity and water temperature that aim to ease muscle tension, boost the immune system, increase blood circulation, speed up metabolism and improve deep sleep quality.
Wellness lies front and centre at The Lohma Spa at Umana Bali, LXR Hotels & Resorts offering a mix of personalised and holistic ancient healing traditions and contemporary therapies, including emotional release through deep relaxation techniques, sound meditation sessions and soul blessing ceremonies. More than 80% of the resort’s produce comes from local farms and an in-house hydroponic herb and vegetable garden, ensuring the freshest ingredients for guests.
Gen Z is the most intentional on winding down
According to Hilton research, 21% of Gen Z regulate their workout routine and 25% avoid alcohol before bedtime to ensure an optimum night’s sleep.
"The focus on health and wellness, which includes sleep tourism, is being led by the younger generation. More than ever, they recognise the impact sleep has on their health which has resulted in their bedtimes shifting earlier and avoiding alcohol as a sleep aid."
“This generation is very conscientious and focused on long term health. They value sleep, and the days of surviving on four hours sleep are long gone,” said Dino Michael.
Responding to the trend of winding down before sleep, Conrad Singapore Orchard has a Sleep-to-Wake Ritual; transforming nightly turn-down into a mindful experience. As guests wind down for the night, they can sip on a calming tea of native botanicals, whilst taking in the dulcet tones of the in-room sound bath, swathed in luxurious linens and supported by an array of chosen pillows.
Sleep tourism will become part of the fabric of hospitality and is not just a trend
Amanda Al-Masri said, “Sleep tourism as a trend is here to stay - however, we predict we’ll stop talking about it simply because it will become embedded into our travel experiences. At Hilton, however, it will remain top-of-mind as we continue to better the guest sleep experience, ensuring you rest better than you would at home and working to pull these touchpoints throughout the entire stay.”
Dr. Rebecca Robbins said, “A good night’s sleep can truly make or break a trip and this makes it intrinsic for travellers both now and in the future - whether it’s for business or leisure. Travellers will increasingly look for sleep-specific amenities, sleep-enhancing food and drink, as well as targeted programmes when choosing their hotels. For some this will even extend to sleep retreats similar to those we are developing across Hilton’s portfolio of hotels.”
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Hilton Data Methodology
UK consumer research: The survey of 2,000 UK adults who travel was carried out by OnePoll between 21st and 25th August 2023.
Hilton Global research: Ipsos quantitative online survey in July 2023 in China, Germany, Great Britain, India, Japan, Mexico, Singapore, U.A.E and the U.S
About Waldorf Astoria Hotels & Resorts
Waldorf Astoria Hotels & Resorts is an award-winning portfolio of more than 30 iconic properties that creates a unique sense of place with a relentless commitment to sincerely elegant service, one-of-a-kind experiences and culinary mastery in landmark destinations around the world. Inspired by their timeless environments, Waldorf Astoria hotels deliver an effortless experience seamlessly, creating a true sense of place for guests through stunning architecture, Peacock Alley, refined art collections, Michelin-starred dining and elevated in-room amenities. In addition to the brand’s world-class hotel offerings, Waldorf Astoria boasts a global residential portfolio that provides the comfort of a private home combined with unsurpassed amenities and high-touch service. Waldorf Astoria is part of Hilton, a leading global hospitality company. Experience an unforgettable stay at Waldorf Astoria Hotels & Resorts by booking at waldorfastoria.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Waldorf Astoria Hotels & Resorts at stories.hilton.com/waldorfastoria, and follow the brand on Twitter and Instagram.
About LXR Hotels & Resorts
LXR Hotels & Resorts is an award-winning collection of independent, spirited luxury properties that celebrate the timeless pursuit of personal adventure. Found in the world's most alluring destinations, each hand-selected property boasts its own storied history and is infused with the essence of its distinctive locale, providing a luxurious hub for the discerning adventurer. LXR Hotels & Resorts is part of Hilton, a leading global hospitality company. Each property benefits from the strength of the Hilton enterprise and its award-winning Hilton Honors program. Experience an inspiring stay at LXR Hotels & Resorts by booking at lxrhotels.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about LXR Hotels & Resorts at stories.hilton.com/lxr and follow the brand on Instagram and Facebook.
About Conrad Hotels & Resorts
Spanning five continents with a benchmark of nearly 50 properties, Conrad Hotels & Resorts creates a seamless connection between bold design, impactful experiences and curated contemporary art to inspire the conscientious traveler. Conrad is a place where guests are empowered to explore through intuitive service and experiences that authentically connect them with local culture. In addition to its award-winning hotel offerings, the brand also features an expanding residential portfolio combining sophisticated design, best-in-class amenities and purposeful service in sought-after destinations. Experience Conrad Hotels & Resorts by booking at conradhotels.com or through the industry-leading Hilton Honors app. Hilton Honors members who book directly through preferred Hilton channels have access to instant benefits. Learn more about Conrad Hotels & Resorts at stories.hilton.com/conradhotels, and follow the brand on Instagram and Twitter.