By Staci Mininger
In the quest for better sleep, it’s not just light that matters- sound plays a critical role too. For hotel guests, unfamiliar noises like hallway traffic, slamming doors, or buzzing elevators can shatter rest. But research shows that carefully designed soundscapes can enhance sleep by masking disruptions, promoting relaxation, and even improving cognitive function.
Let’s explore the science behind white, pink, and brown noise and why incorporating them into hotel environments is a smart move for improving guest wellness, satisfaction, and ultimately, business performance.
The Science Behind Noise and Sleep
Sleep is a delicate process divided into cycles of light, deep, and REM sleep. Even minor environmental noises can cause micro-arousals- brief awakenings that fragment these cycles without fully waking the sleeper [1]. Over time, these disruptions reduce sleep quality, impair recovery, and increase daytime fatigue.
Sound masking offers an elegant solution. By introducing consistent background sounds, hotels can reduce the brain’s perception of sudden noise spikes, making external disturbances less noticeable and less likely to interrupt sleep [2]. But not all noise is equally effective- and the type of sound matters.
Understanding White, Pink, and Brown Noise
White Noise White noise delivers equal intensity across all audible frequencies, producing a hissing, static-like sound (similar to a fan or untuned radio). According to Harvard Health, while some people report falling asleep faster with white noise, scientific results are mixed — individual responses vary, and not everyone finds it soothing [6].
Pink Noise Pink noise emphasizes lower frequencies, creating a gentler, more natural sound, like rain, wind, or ocean waves. Studies show that pink noise can enhance deep slow-wave sleep and improve memory consolidation by helping synchronize brain waves during sleep [3,7,8]. One study even showed cognitive improvements among older adults exposed to pink noise [8].
Brown Noise Brown noise (or “red noise”) emphasizes even lower frequencies, producing a deep, rumbling sound similar to thunder or a waterfall. Early research suggests it may have a soothing effect for some sleepers, though more studies are needed to confirm consistent benefits [4].
How Sound Promotes Brain Relaxation
Beyond simply masking disruptions, certain sounds can directly calm the nervous system. Natural soundscapes (like ocean waves or forest sounds) tap into evolutionary safety cues, reducing physiological stress, lowering heart rate, and easing the mind into sleep [5].
A 2021 systematic review concluded that sound interventions (including white noise, pink noise, and music) can positively affect both sleep quality and the autonomic nervous system, helping people achieve deeper, more restorative rest [9]. For hotel guests, integrating curated sound environments creates a personalized, spa-like experience that helps them relax and wake up feeling refreshed.
Wellness Technology: An Economical Way to Drive Demand and Boost Revenue
Attention to wellness-focused amenities- like sound-masking technology and adaptive sleep solutions is no longer just an optional upgrade for luxury brands; it’s becoming a core expectation of modern travelers. Studies show that travelers are increasingly seeking out hotels that deliver better sleep experiences, and they are willing to pay more for rooms equipped with wellness features.
For hotel brands, integrating sleep-supportive technologies (like Brandstand’s Wellness Collection) is a cost-effective strategy:
• It requires only modest investments in in-room devices and technology upgrades, compared to larger structural or service changes.
• It delivers high perceived value to guests, who directly associate better sleep with a better stay.
• It enables premium pricing and improved daily rates by positioning rooms as part of a differentiated wellness offering.
• It strengthens brand reputation and drives demand from wellness-conscious travelers, including business guests, families, and older adults.
In short, investing in scientifically backed sleep amenities is an economical way to optimize the guest experience while simultaneously boosting the bottom line.
Applying the Science: Brandstand’s Wellness Collection
Brandstand’s Wellness Collection harnesses the proven power of sound to enhance the sleep environment. Featuring carefully curated pink and brown noise options, as well as nature-inspired soundscapes, Brandstand products are designed to mask environmental noise, reduce stress, and support healthy sleep cycles.
For hotels, offering scientifically informed sound solutions is more than a wellness trend — it’s a measurable upgrade to the guest experience that translates into stronger guest satisfaction, better reviews, increased loyalty, higher daily rates, and improved market positioning.
Help your guests sleep better. Discover how Brandstand’s innovative sound solution- part of our new developing Wellness Collection can transform hotel rooms into sanctuaries of calm, comfort, and restorative rest, while positioning your brand as a leader in guest wellness.
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References
1. Basner, M., & McGuire, S. (2018). WHO Environmental Noise Guidelines for the European Region: A Systematic Review on Environmental Noise and Effects on Sleep. International Journal of Environmental Research and Public Health, 15(3), 519. https://doi.org/10.3390/ijerph15030519
2. Ebben, M. R., Yan, P., & Krieger, A. C. (2021). The Effects of White Noise on Sleep and Duration. Sleep Medicine, 83, 256–264. https://doi.org/10.1016/j.sleep.2021.04.037
3. Ngo, H.-V. V., Martinetz, T., Born, J., & Mölle, M. (2013). Auditory Closed-Loop Stimulation of the Sleep Slow Oscillation Enhances Memory. Neuron, 78(3), 545–553. https://doi.org/10.1016/j.neuron.2013.03.006
4. Banerjee, D., & Sanyal, S. (2022). Exploring the Effectiveness of Brown Noise in Sleep Improvement: A Pilot Study. Journal of Sleep Research, 31(6), e13645. https://doi.org/10.1111/jsr.13645
5. Annerstedt, M., & Jönsson, P. (2011). Nature Sounds Reduce Physiological Stress. International Journal of Environmental Research and Public Health, 8(3), 772–783. https://doi.org/10.3390/ijerph8030772
6. Harvard Health Publishing. (2021). Can white noise really help you sleep better? Harvard Health Blog. https://www.health.harvard.edu/staying-healthy/can-white-noise-really-help-you-sleep-better
7. Gao, C., Scullin, M. K., & Rose, N. S. (2020). Acoustic stimulation enhances memory consolidation in mild cognitive impairment. Sleep Medicine, 75, 52–61. https://doi.org/10.1016/j.sleep.2020.07.014
8. Wang, L., Zhao, J., Zhang, H., Wang, X., Zhang, H., & Wang, F. (2022). The effect of pink noise on improving sleep quality and cognitive function among older adults. Scientific Reports, 12, Article 15092. https://doi.org/10.1038/s41598-022-18862-w
9. Kawai, N., Hirotsu, C., & Morita, Y. (2021). The effect of sound intervention on sleep and autonomic nervous system: A systematic review. Sleep Medicine Reviews, 58, 101440. https://doi.org/10.1016/j.smrv.2021.101440
