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The business of rest: how much does it cost to sleep well

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According to Precedence Research, the sleep business will be around 124.97 billion euros in 2030, a figure that shows that sleeping like angels, or just sleeping, is expensive. The obsession with full rest is such that celebrities like Kim Kardashian monitor not only their hours of sleep, but also its quality, through the Oura ring. It is a device that costs 314 euros and measures heart rate, sleep and blood oxygen. The designer boasts on her social networks about the quality of her rest, which is envied by Gwyneth Paltrow herself, another fan of this gadget who comes to show that in a society that sometimes becomes insomniac due to stress and worries, true luxury is sleep.

Even the fashion industry has realized the profitability of rest, as Gucci has teamed up with Oura to launch a ring with which to know the quality of your sleep, analyze deep sleep, REM phase, light sleep, nighttime and daytime heart rate and optimizing sleep schedule… With the interpretation of the Gucci monogram accompanied by an 18-carat gold braided embellishment, of course.

the elusive dream
But in reality… Do we not sleep well because of stress or because, in reality, we do not understand why we sleep? “It is much more likely that in people who are not suffering from diseases, stress is one of the main causes of not sleeping well at night. It is not necessary to understand the reason why we sleep or not. In fact, to sleep it is not essential to have a brain. There are many lower organisms that do not have a brain as such and yet they also follow sleep patterns. Even plants follow cycles of darkness and somehow sleep,” explains Raquel Marín, author of ‘Feed sleep for a healthy brain’ (Roca Editorial).

“Sleeping is as natural as breathing. It should not be necessary to make any effort to be able to sleep. In fact, it is quite likely that if we give too much importance to the fact of sleeping, we will generate stress and anguish with the opposite result to that desired and we will end up awake” , he assures.

It is so hard for us to rest that there are even hotels that have launched special sleep programs. This is the case of Tierra del Agua, which has installed its equipment in the Junior Suite del Sueño, creating an environment that promotes cell regeneration, quality rest and vital energy. The hotel has a special five-day program based on the concept of mindfulness to combat insomnia, a disorder that can cause problems in our physical, mental and emotional health, accentuated by the return to routine after the holidays, the drop in temperatures, the change of season… These are environmental and psychological conditions that generate even more anxiety and agitation.

“The sensation of solitude chosen in nature, the activation of the senses in the face of silence, the relativization of the human being in an environment such as the Redes Park, a Biosphere Reserve, favor the healing process. In addition, customers will sleep in the Junior Suite del Sueño, in which we have installed a CRU from the biotechnological company Biow (supported by the cRos group and a member of the Health Research Institute of the Principality of Asturias)”, explains Arancha García, head of Business Development of Tierra del Agua. The program includes mindful walks, foot massages focused on specific points to improve sleep, mindfulness and sleep hygiene workshops and relaxing saunas to promote the elimination of toxins after the massage and relaxation at the end of the day, among other activities.

“We have two types of clients: the executive client from a large city, who organizes an individual getaway during the week, aware that he must give his body and mind a rest, and the debilitated client who is going through some process of physical or mental illness and who seeks isolation in nature as a therapeutic cure”, explains Arancha García.

From smart mattresses to applications to monitor sleep, there is no doubt that the rest industry continues to accumulate benefits thanks to this epidemic of rest in which we find ourselves immersed and that, as Raquel Marín points out, has been increased by the coronavirus until now. point that some experts called it “coronasomnia”.

“The coronavirus also brought an epidemic of sleep problems worldwide that affected all age ranges of the population. People who used to have difficulty sleeping or insomnia worsened their sleep problems, creating a growing population of chronic insomniacs. Statistical analyzes calculated that during confinement the consumption of sleep medications increased by 15%, and the number of patients with chronic insomnia increased by 20-30%, ”says Marín.

“It is true that the industry of medicines and remedies of all kinds to sleep more and better is progressively increasing. Many people regularly consume anxiolytics and sleeping pills to sleep, although these medications have not been designed to be taken continuously throughout life, but rather for specific sleep problems. Being, as it is, sleeping something natural and spontaneous, we would have to ask ourselves what is wrong with our way of going to bed so that we have to resort to sleeping remedies every night, ”she warns.

To finish, a clarification: we must avoid “à la carte” sleeping hours. “If one day you have not slept well or you have gotten up early, you should not change the time when you go to bed or try to “catch up” on Sunday. In general, that system does not work. We also have to avoid taking naps of more than 90 minutes and later than 4 or 5 in the afternoon”, says Marín.

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