How Room Prices and Sleep Quality Are Interrelated

By Bhanu Chopra CEO, RateGain | April 10, 2016

The scent of fresh sheets in a tidy hotel room can win any heart. Travelers unanimously agree that a 'hotel stay' should be nothing less than a rich and pampering experience; and they further justify the statement by saying that prices are paid immediately, as quoted online. In order to pay the guests due respect, hospitality chains claim that they change or improve their services as and when an insurgency crops up. So, the single biggest truth of the hotel industry is that 'sleep quality' drives this segment.

Believe it or not, this catch phrase has materialized into a key measure of health and productivity in the global public consciousness. Evidently, hoteliers are left with no other option, but to seriously address the buzz that is going around this phrase. When it comes to prices, new evolving trends play a crucial role.

On the spryer side, providing a 'good night sleep' is truly a science! Hotel owners, who are able to comprehend it, rule the roost in their pricing segment.

Sleep Quality: What Goes Behind the Scenes?

The science of sleep is called chronobiology. Researchers from this field, clinicians and patients have begun to use 'sleep quality' all over the place. The explanations by industry scholars outline that rich sleep quality equals positive outcomes in terms of better health, greater well-being and lesser sleepiness during the day. That is followed by good psychological functioning. On the other hand, poor sleep quality could lead to chronic insomnia.

"One in three of us suffers from poor sleep." – NHS UK

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Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.