Tap into travel trends with 'Sleep Tourism'

The boom in wellness travel has been undeniable in recent years, as tourists seek more downtime than party time and look to use their time away to rest and unwind from the growing pressures of modern life.

Part of this lean towards well-being is a growing interest in sleep and its fundamental role in our health; with a good night’s sleep moving higher and higher up the list of traveller’s priorities. In fact, 43% of UK holidaymakers want to improve their sleep while staying away from home.

With 80% of hotel guests struggling to catch Z’s during stays, hotels worldwide are tapping into the growing trend of ‘Sleep Tourism’, offering hyper-personalised experiences to improve guest’s sleep based on their individual preferences.

So, how can your hotel tap into this trend?

With Zonal’s marketing suite, hotels can tempt their guests pre-stay with luxurious sleep experiences and offer premium, personalised sleep aids such as quality mattresses, pillow menus and sound-proof rooms.

By building custom audiences, hoteliers can use data collected from various sources to deliver more effective, targeted marketing to guests likely to be interested in their wellness offerings. This valuable insight also provides opportunities for hoteliers to upsell other relevant experiences such as spa treatments, gym programmes and healthy F&B options.

Hyper-personalisation to deliver outstanding experiences

This hyper-personalisation enables hoteliers to identify guests with specialist sleep requirements, enabling them to provide outstanding service for guests by going the extra mile. Special sleep-focused touches could include meditation recordings, relaxing bath salts, heated blankets, white noise, sleep masks and herbal teas in rooms. These sleep-enhancers will keep guests happy and well-rested, whilst helping to boost those important repeat bookings.

Zonal’s multi-channel marketing suite can gather valuable information from guests post stay, enabling hoteliers to gauge how well their sleep strategies worked and make tweaks for the future.

In today’s fast-paced world, sleep seems more elusive than ever and with over 38% of Brits claiming not to get enough quality sleep to function well, it has never been more of a priority for rest-seeking travellers. Together with fitness and healthy food, sleep is set to be a top wellness travel trend in 2025 and beyond.

A good night’s sleep will be seen as an expected standard, not a luxury, as people embrace slowing down to prioritise their health. So, don’t ‘sleep’ on this trend, help your guests to feel rejuvenated with an active approach to great rest and feel the benefit of those extra bookings.

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