Wellness
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Time to wake up to a new hotel approach
KRISTYNA O’ CONNELL EXAMINES A NEW‘ SLEEP-FIRST’ INITIATIVE TO TACKLE THE HOTEL NIGHTMARE
W hen it comes to executing
flawless events, the logistics of the hotel eniroment can be problematic for organisers and delegates alike.
From rigid group booking policies to inflexible cancellation terms and chaotic communication loops, hotels are often the Achilles ' heel of a well-planned event.
Sophie Hughes, client services director at CI Group, knows this challenge intimately.
CI Group executes events spanning across a diverse range of sectors and says that booking hotels can be one of the most time-consuming, unpredictable parts of the process:“ A lot of hotels have group booking teams who are often busy and unable to be flexible when it comes to cancellations, rooming lists, changes, and upgrades. Anything to relieve this administrative burden on both sides would be appealing.”
And, while MICE-focused hotels have improved their understanding of delegate needs, leisure or business travel properties still fall short, often underestimating the complexity of group dynamics, last-minute name changes, staggered check-ins, flexible room requirements, and the need for onsite working areas.
The result? Countless hours lost to back-and-forth emails, inconsistent service delivery, and frustrated event teams.
One UK hotel hospitality concept, Zedwell, says it is rewriting the rules for
group travel and redefining what a delegate-friendly stay looks like, with its‘ sleep-first’ hospitality brand.
Zedwell has 1,500 cocoon rooms across central London and 15 new sites on the horizon. The large group cocoons sleep up to 10 – 12 people are ideal for production crews, event teams, or informal group meet-ups where full conference set-ups aren’ t necessary. The product includes selfcheck-in, smart co-working lounges, and sleep-enhancing design.
“ A wellnesscentric approach gives delegates what they actually need: deep rest and personal space”
Energy-efficient design: Zedwell’ s windowless-by-design cocoons reduce energy use while providing a calm, sensory-focused guest environment
Hughes agrees with the Zedwell approach:“ Flexible group rooms, self-check-in, and co-working space would be really useful for early arriving speakers or our internal teams. These things are often overlooked or come at a cost— having them included would make a big difference.” Hughes highlights what is important for her in a hotel:“ Above all, I’ m looking for ease of booking and admin. Beyond that, I want value, whether that’ s through standout amenities or a more innovative hospitality experience.”
Zedwell promises no more spreadsheet updates and email chains, bookings, changes, payments, and check-ins are all managed through a simple, smart dashboard.
Delegates can check in via self-service kiosks, reach support instantly via WhatsApp, and personalise their stay through a range of on-demand services. Even international guests without UK bank accounts are fully supported.
Designed with sleep scientists, Zedwell’ s windowless, soundproofed rooms feature purified air, ambient lighting, and Hypnos mattresses wrapped in Egyptian cotton. There’ s no TV, no minibar, no distractions, just the essentials to reset and recharge between high-energy event days. The brand says it is a wellnesscentric approach that gives delegates what they actually need: deep rest and personal space.
Zedwell believes its approach could be a game-changer, not least because no one ever delivered a great event after a bad night’ s sleep. n
ISSUE 137 / CONFERENCE & MEETINGS WORLD / 39