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Hospitality Brands Go All-In on the Sleep Movement

Leslie Barrie

Photo Credit: Pictured is a hotel suite at Raffles Dubai. Raffles Hotels & Resorts launched its Sleep Rituals program in February 2019. The hospitality industry has embraced the growing popularity of wellness with initiatives tied to a good night's rest. Accor Hotels

Skift Take

As our Skift Megatrend 2019 forecasted, wellness is the new hook in travel marketing, and it's been gaining speed. The rise of wellness culture has made caring about sleep cool — and since weariness is a top complaint of travelers, it's good business sense that the hospitality industry is upgrading its sleep offerings.

Ask travelers the No. 1 thing they want out of a hotel stay, and chances are the answer is: a good night’s sleep. For this reason, the hospitality industry has always cared about rest. But despite the fact that getting enough shut-eye is crucial for travelers who want to feel good on business trips or vacation, innovation in the area for years was decidedly lacking (Westin’s Heavenly Bed, for example, launched in 1999). That’s all changed, however, with the rise of the wellness movement — which has an obsession with sleep. According to the Global Wellness Institute, wellness is now a $4.2 trillion industry, and that number is projected to increase in the coming years. Wellness tourism makes up a $639 billion slice of the pie, and companies are eager to carve out an even bigger piece by partnering with

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