By John Kell / Fortune
July 20, 2015

Luxury hotels are quietly working to ensure their guests get the best night sleep possible.

That’s the takeaway from a New York Times story that focuses on snooze-focused programs implemented by large hotel chains such as Marriott and Starwood, as well as smaller independent resorts. Some of the methods? A spa treatment service aimed at the sleep-deprived, hiring a “sleep consultant,” specialized lighting, and purchasing handmade mattresses.

At Marriott, for example, there’s a program that was implemented to help guests unwind when they arrive. And Some Starwood hotels have a menu that was specifically created to help guests sleep better, the Times reports.

All of these efforts are ways for the hotel industry to win a bigger slice of the sector’s $163 billion in annual revenue generated in the U.S. And it isn’t just about helping guests sleep. As other media outlets report, perks are a top focus for high-end hotels that want to stand out from their rivals. Gyms and fitness classes need to be swanky and treats for guests are becoming smaller, but more personalized.

Contact us at editors@time.com.

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