Hilton luxury boss reveals how 'sleep tourism' is changing its hotels
Emma DooneyHilton Hotels and Resorts has invested in the concept of sleep wellness as more luxury travellers look for holidays that leave them feeling rested and rejuvenated.
Hilton Hotels and Resorts has developed a strategy around enhancing the ‘sleep wellness’ of its guests, in response to what it sees as a rising trend of ‘sleep tourism’ in luxury travel.
The global hospitality company says it is committed to giving clients the best possible shut-eye, following recent research showing rest to be a primary driver for people of all generations to take holidays.
Hilton has since launched a number of initiatives across its 22 hotel brands and more than 7,500 locations around the world, all designed to upgrade guests’ sleep experience so that they can get the most out of their stay.
Smart design
This consideration over sleep wellness is filtering into the heart of Hilton’s guest rooms, which have been designed to combat many of the sleep ‘disruptors’ of today’s modern society. Blackout blinds are installed to block natural and artificial light, while smoke alarms - which often have flashing red lights - are relocated out of sight.
“We think about every detail in both the hardware and software to ensure optimum rest,” Dino Michael, boss of Hilton’s luxury brands, tells TTG Luxury. “This, of course, starts with some of the basics.
“We are also looking ahead to make sure that in future everything is within arm’s length of the bed, particularly power outlets and temperature controls as we know that a cool environment helps aid sleep,” Michael adds.
Another element Hilton’s room designers are factoring in is the route between the bed and the bathroom, which, when inefficiently planned, is said to negatively affect the quality of a person’s sleep.
Smoother check-in
The Hilton Honours App now allows members to bypass the traditional check-in process at the hotel’s front desk altogether, allowing them to avoid queuing at reception after a long-haul flight and get straight to their room.
“The evolution of our Hilton Honors app includes digital check-in, which means that not only can guests by-pass the check-in desk altogether, they can also select a room that suits them,” says Michael. “So while some guests might want the closest room to the reception, others might want to be on a higher floor, or in a room away from the elevator with fewer guests potentially walking past their door.”
Extra comforts
Hilton is also investing in interior design touches in guest rooms that help promote optimal sleep hygiene, says the brand, such as offering weighted blankets and lavender pillow mists. “It’s all about giving our guests choice and control of their night’s sleep,” says Michael.
White noise machines, soothing botanical teas and eye masks are also being made available for guests, while sleep-focused packages are also rolling out in a range of properties.
At the Conrad Singapore Orchard, guests are treated to a ‘Sleep-to-Wake Ritual’, which includes sound baths, botanical teas and luxurious linens, while the Conrad Bali boasts Sway sleep therapy, which involves a series of relaxation techniques in a cocoon hammock. Special pillow menus, offering a list of sleep-aiding drinks and foods, are also widely available.
“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,” says Michael. “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 even partnered with Rebecca Robbins, associate sleep scientist at the Brigham and Women’s Hospital to further elevate the brand’s sleep programming and introduce new initiatives such as “sleep retreats”.
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Emma Dooney
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