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Wednesday 20 March 2024

Sofitel gets serious about sleep

Do you find it hard to sleep when you are in a strange bed, in unfamiliar surroundings and with unfamiliar air conditioning? 

Global hotel group Accor recently commissioned a scientific study analysing "The Art of Sleep". 

In 2003, the brand unveiled the Sofitel MyBed experience, a bed it describes as "the epitome of comfort". 

Now Sofitel has been aiming to better understand how travellers sleep, in order to help them sleep better and longer when they are in a hotel. 

The study was designed to minimise the notorious “first night effect,” which occurs when people sleep away from home.

In 2023, 45% of Sofitel's guests spent only one night in the brand's hotels making them especially prone to the first night effect. 

Results of the study were published in the Journal of Sleep Disorders & Therapy. 

On average, the subjects' sleep quality in the Sofitel Paris Arc de Triomphe room was 13.7% higher than at home. 

The subjects of the study slept an average of 65 minutes longer. 

“This study was invaluable for Sofitel because it gave us key data on our guests' sleep," said Nicolas Gronier, VP Global Marketing for Sofitel. 

"In late 2023, we started brainstorming on how we could apply the findings to our hotels across the world. We sought to give all our hotels clear guidelines and the opportunity to revamp their rooms and suites, to elevate the experience of all our travellers in the most personalised way possible.” 

Starting in July 2024, Sofitel will be phasing in new rituals in each of its hotels. 

The group already offers pillow menus and a pre-sleep herbal tea, but new offerings will include light meals formulated to help guests fall asleep quicker, bespoke treatment protocols, relaxing playlists curated specially for the brand's hotels, and precise lighting and temperature adjustments.

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