Dive Brief:
- Marriott International’s Westin Hotels & Resorts brand has partnered with Gwyneth Paltrow’s lifestyle brand Goop to debut “Sleep Training for Grown-Ups,” a three-part video series designed to help travelers improve their sleep via insights from top wellness experts, the hotel company announced Thursday.
- The videos will include tips for how travelers can optimize their sleep routines. As part of the tie-up, Westin is also launching a “Sleep Shop” where consumers can purchase the luxury brand’s Heavenly Bed as well as sleep-related beauty, wellness, fashion and home products.
- The partnership marks Marriott’s latest move to provide hotel guests with amenities and experiences centered on sleep quality as wellness tourism grows in popularity.
Dive Insight:
The Sleep Training for Grown-Ups series will provide travelers with “valuable concepts and tips on how their daily routines can massively affect their sleeping patterns, and in turn their overall wellbeing,” according to Marriott.
In the episodes, Gwyneth Paltrow, alongside sleep physician and research scientist Dr. Cheri Mah, will share how to establish better sleep, including through diet and exercise.
The series will go over how guests can combat the “first night effect” when traveling, discuss the ideal room temperature for sleep (60 to 67 degrees, per Marriott) and debunk myths around topics such as “sleep debt” (the effects of not getting enough sleep) and strategic napping.
The Westin-Goop tie-up launches as sleep tourism continues to gain momentum — including from Goop founder and CEO Paltrow herself.
“Of all the wellness topics that have captured my interest over the years, sleep has remained the most essential,” Paltrow said in a statement.
Hotels, specifically, have embraced sleep tourism in recent years, with some brands offering smart beds, sleep retreats and even sleep immersion experiences that include doctor consultations.
Across its portfolio, Marriott has prioritized sleep-focused wellness offerings, with Westin already providing bedside products to promote healthy sleep. The brand also has a “Sleep Well Menu” with sleep-enhancing superfoods available through its in-room dining program.
Meanwhile, the JW Marriott Tampa in Florida offers Stay Well Rooms with a vitamin C-infused shower, air purification systems, memory foam mattresses and circadian mood lighting to help guests relax and sleep soundly.
Hilton is similarly looking to capitalize on the growing sleep tourism trend. Last year, the company launched Hilton Sleep Retreats at its Grand Wailea, A Waldorf Astoria Resort in Wailea, Hawaii. Hilton’s Tempo brand also offers “Power Up” and “Power Down” amenities designed to encourage healthy sleep.
