Sleeping In

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NPR recently ran a story about “sleep tourism,” which is a hotel trend addressing a nation increasingly lacking in shut eye. About one in three Americans are struggling with falling asleep, and Google Trends shows online searches for sleep hit a record high in 2023. To meet this growing need, "hotels have upgraded their bedding, and even adopted sleep wellness programs offering guests herbal teas, ear plugs, cushioned sleep masks and guidance.” Other examples include partnering with a sleep scientist to design the guest room, developing a pillow menu, and partnerships with bedding companies. If you’re a hotel owner, there’s more trends like this that could make you stand out, especially if you’re earlier to them than your competition. For some hotels, it may even be worth positioning the brand around a trend if it’s proven or very likely to last.