Pulse January 2022 - Page 23

“ We ’ re seeing a big shift from hotels into making their whole experience more wellness oriented . We have seen some spas taking initiative and extending the spa experience into the guest room .”
Spas can also play a big role in improving sleep by educating their teams about sleep and helping guests cultivate a healthy and holistic approach to sleep that extends beyond the walls of a treatment or guest room . Alexandra Zatarain points out that too often , as individuals learn more about the impact of good sleep , they feel like failures for not sleeping well . That ’ s one of the reasons why Eight Sleep describes itself as a “ sleep fitness ” company and uses that terminology to take some of the pressure off .“ What we love about the term ‘ sleep fitness ’ is that it implies that , just like your physical fitness or mental fitness , it ’ s a journey ,” she says .“ It ’ s not an end destination . You need to continue to work on it , you need to measure it , you need to optimize it and prioritize it , but we don ’ t want people to think that they are bad sleepers for life . You can be a good sleeper . There are ways to get there .”

“ We ’ re seeing a big shift from hotels into making their whole experience more wellness oriented . We have seen some spas taking initiative and extending the spa experience into the guest room .”

— FRANCISCO LEVINE
A Sleep Symphony The quest to improve sleep seems to have turned an invisible corner during the COVID-19 pandemic as individuals increasingly recognize that , without good sleep , it can be difficult for other wellness-improving efforts to take root .“ I think getting the consumer to recognize that we should approach sleep the same way we approach good brain health or good heart health [ is important ], says Dr . Bauer .“ I think a lot of people stepped back and said ,‘ I better do everything I can to really take care of myself and my immune system .’” He adds that the connected nature of different aspects of our health has become obvious as well , but that it ’ s still important that spas implementing treatments or packages to improve sleep stress the importance of a holistic , comprehensive approach and potentially even offer consultations that might give spa-goers a clearer sense of how they can address their sleep needs more broadly .
“ It isn ’ t a one off , like ,‘ I ’ m going to get a massage , and I ’ ll sleep better ,’ or ,‘ I ’ m going to exercise and I ’ ll sleep better ,’ explains Dr . Bauer .“ It ’ s a symphony — you ’ ve got to put all the pieces together ” to create a “ comprehensive lifestyle that looks at nutrition , exercise , mind , body , spirit and sleep .” From the good doctor ’ s description , it seems clear that spas are an ideal partner for people seeking improved slumber .
Dr . Bauer even envisions a future where collaboration between spas and medical professionals on issues like sleep will become more commonplace .“ I don ’ t think we ’ re there yet , but I think that ’ s the wave of the future ,” he says .“ We ’ re going to start to look at spa as a partner and collaborator in keeping patients healthy and promoting wellness . Maybe we set the stage in medicine , but the hands-on , recurring visits happen in a wellness promoting atmosphere like a spa .”
For the sake of the millions whose sleep is anything but restorative , let ’ s hope that Dr . Bauer ’ s vision plays out like a prophecy . n
FEATURED SOURCES
DR BREANT BAUER ISPA Medical Advisor THE MAYO CLINIC
AMY McDONALD Spa Industry Consultant
ALEXANDRA ZATARAIN Co-founder and Vice President of Brand and Marketing EIGHT SLEEP
FRANCISCO LEVINE Chief Business Officer BRYTE
JANUARY 2022 n PULSE 21