By Staci Mininger
Jet lag is a medically recognized sleep disorder- a form of circadian misalignment that disrupts the body’s internal clock, interferes with sleep cycles, and impairs physical and cognitive functioning [1]. In today’s global travel economy, where guests regularly cross time zones for business or leisure, jet lag has become a hospitality challenge and a wellness opportunity.
Forward-thinking hotel brands are responding, not with gimmicks, but with science-informed design that helps guests rest, recover, and realign.
Jet Lag and the Circadian Clock
At the core of jet lag is the suprachiasmatic nucleus (SCN)- a small but powerful region of the brain responsible for managing our circadian rhythms. Located in the hypothalamus, the SCN receives light input from the eyes and helps regulate sleep, wakefulness, hormone release, body temperature, digestion, and more [2].
When guests cross multiple time zones, their SCN continues operating on “home time,” while the environment (light, temperature, activity) shifts around them. This mismatch can take days to recalibrate, leading to:
- Insomnia or fragmented sleep
- Daytime fatigue or irritability
- Brain fog and poor concentration
- Disrupted digestion
- Weakened immune response
The more time zones a traveler crosses, the more pronounced the jet lag becomes. The body typically adjusts by only one time zone per day, meaning a six-hour difference may require nearly a week to fully adapt [3]. And direction matters. Flying east tends to produce worse symptoms than flying west. That’s because:
- Eastbound travel shortens the day, requiring travelers to fall asleep earlier than their body naturally wants to- something the brain resists.
- Westbound travel lengthens the day, allowing travelers to stay awake longer, which is easier for most people to tolerate [4].
Our internal clocks naturally run slightly longer than 24 hours (about 24.2 on average), making it simpler to delay sleep than to advance it. This asymmetry explains why a flight from Los Angeles to London (8 hours ahead) tends to produce harsher jet lag than a return flight in the opposite direction [5].
The Guest Experience Gap
For frequent flyers, especially business travelers or those on tight schedules, jet lag isn’t just unpleasant- it undermines trip productivity and brand perception. It affects how a guest feels, functions, and ultimately remembers their stay.
And while airlines, tech companies, and wellness brands are exploring ways to “hack” jet lag, hotels are in a unique position to support circadian recovery from the moment guests arrive.
How Leading Hotels Are Responding
Forward-looking hotel groups are integrating jet lag mitigation into broader wellness strategies:
- Hilton is partnering with sleep researchers to improve lighting, bedding, and noise management while offering access to the Calm app and Peloton for physical recovery [6].
- Accor emphasizes personalization, brain health, and sleep recovery in its 2025 Wellness Trends — from lighting environments to nature-inspired spa experiences [7].
- Westin, Hyatt, and IHG's EVEN Hotels continue to elevate sleep as a brand differentiator through curated beds, quiet zones, and movement programs that aid circadian realignment [8].
These aren’t wellness “extras”, they’re value-driving elements tied to higher guest satisfaction, improved ADRs, and brand loyalty.
What Hotels Can Actually Do
Combatting jet lag doesn’t require spa menus or medical-grade therapies. Small, science-informed interventions can make a meaningful difference:
- Circadian-supportive lighting: Red-shifted displays and ambient lighting reduce melatonin suppression and support evening wind-down [9].
- Sound masking and sleep sounds: White, pink, and brown noise help drown out hallway or HVAC noise that can trigger micro-awakenings [10].
- Temperature and light control: Easy-to-use interfaces reduce stress and allow guests to manage comfort without hassle.
- Nature soundscapes: Ocean waves, rain, and forest sounds can support nervous system regulation and help realign internal rhythms [11].
Hotels can also go beyond the bedside with whole-hotel strategies to help guests beat jet lag:
- Optimize light exposure: Create bright, welcoming spaces with natural light for morning exposure or design outdoor areas that encourage time in daylight.
- Promote gentle movement: Offer walking maps, stretch zones, or on-demand yoga content to help regulate energy and sleep cycles.
- Provide jet lag–friendly nutrition: Offer menu items that promote sleep (such as those rich in tryptophan or magnesium) and encourage meal timing aligned to local time.
- Offer relaxation tools: Provide access to apps like Calm, sleep kits with eye masks and earplugs, or guided breathing exercises.
- Educate guests: Share simple jet lag recovery tips at check-in, in guest apps, or through in-room materials — positioning the hotel as a wellness ally.
Even one night of high-quality sleep can significantly improve the guest’s sense of wellbeing, especially when it follows long-haul travel.
Brandstand’s Role
At Brandstand, we believe hotel wellness should start where the guest ends their day- at the bedside. Our upcoming Wellness Collection with Better Sleep Technology is being developed to support circadian recovery through light, sound, and user-friendly design that anticipates what travelers need- without asking them to think too hard. Because when you’ve just flown 6,000 miles, simplicity, calm, and comfort are no longer nice-to-haves. They’re essential.
Preview the first product in the collection:
Final Thought: From Jet Lag to Guest Loyalty
Jet lag isn’t just a biological inconvenience. It’s a barrier to rest, clarity, and positive memory-making. By acknowledging this and responding with thoughtful design, hotels can:
- Reduce guest complaints and improve online reviews
- Build a reputation for wellness-forward hospitality
- Command higher rates from wellness-conscious and frequent travelers
- Stand out in a market that increasingly values rest as a premium offering
Helping guests recover from jet lag isn’t just a wellness initiative- it’s a brand-building opportunity. And it starts with a better night’s sleep.
References [1] American Academy of Sleep Medicine, "Jet Lag Disorder," sleepeducation.org. [2] NIH, National Institute of General Medical Sciences, "Circadian Rhythms Fact Sheet." [3] Mayo Clinic, "Jet lag: Symptoms and causes." [4] Sleep Foundation, "Eastward vs. Westward Travel: Which Causes Worse Jet Lag?" [5] Roenneberg et al., "Human circadian clocks: Modulation by season, social zeitgebers and weekend." Current Biology, 2007. [6] Hilton 2025 Trends Report, May 2025. [7] Accor Group, Wellness Trends 2025 Report. [8] Brand websites and wellness program disclosures. [9] Harvard Health Publishing, "Blue light has a dark side." [10] Nature.com, "The Effects of Sound Masking on Sleep: A Meta-Analysis," 2022. [11] PubMed, "The restorative effects of nature sound exposure on cognitive performance and mood," 2021.
