- Two thirds (60%) of travellers in Saudi Arabia say they struggle to switch off from everyday life whilst on holiday
- More than two thirds (62%) say that feeling overworked or being stressed leads them to need a holiday
- 64% said listening to music helped them get into a holiday mood so Hilton has released ‘Sounds of the Stay’ – a free to download ASMR track designed to help Saudi holidaymakers unwind whilst travelling to their destination and make the most of their holiday
- The track includes Saudi-based travellers’ favourite relaxing sounds – a friendly hotel greeting (46%) gentle, crashing waves (44%), soothing lobby music (44%), piano music in a restaurant (36%) and the crunch of sand beneath your feet (30%)
New research has revealed that two thirds (60%) of Saudi-based travellers find it difficult to switch off from everyday life whilst holidaying and this is something Hilton want to help change.
The feeling of not being able to “switch off” will be a familiar feeling for many people and nearly a third (27%) of those polled said they did not feel like they were officially on holiday until they were actually travelling to their chosen destination.
And with 62% of Saudi travellers saying that the prime reason for feeling like they needed a holiday was to escape feeling overworked or feeling stressed and 64% saying that listening to music helped them get into holiday-mode, Hilton, which has over 7,000 hotels worldwide, has teamed up with leading psychologist and ASMR expert, Dr Giulia Poerio, to offer a solution.
‘Sounds of the Stay’ is a brand new ASMR track designed to help holidaymakers rest and relax and make the most out of their stay. Hilton researched what sounds transport travellers instantly into ‘stay’ mode, with sounds they cited as relaxing and inducing a holiday feeling as gentle, crashing waves (44%), soothing lobby music (44%), and restaurant piano music (36%).
These sounds inspired the unique ASMR track which also includes other aural cues that people say transport them instantly to their favourite holiday place, such as the laughter of children (36%), suitcase wheels across a lobby floor (33%), the crunch of sand underfoot (30%) and the splash of your first dive into a pool (30%).
ASMR researcher, Dr Giulia Poerio, who advised on the track, commented, “The impact of everyday sounds on our levels of relaxation and wellbeing is something of increasing research interest, especially over the past few years. It makes sense then that sounds we commonly associate with holidays might help bring people closer to those sought-after feelings of rest and relaxation even before people arrive at their getaway destinations. Working with Hilton on this ASMR-inspired track has highlighted the techniques we might use to help mentally transport us in preparation for that well-deserved holiday respite, allowing us to unplug before fully switching off.”
The ‘Sounds of the Stay’ ASMR track has been produced at the optimal length, pitch and frequency scientifically proven to help people relax. The steady three-minute track features a wealth of soft, slow repetitive noises – such as footsteps across crunchy sand and suitcase wheels rolling over marbled hotel floors – which are ideal for helping listeners relax and unwind.
Binaural sounds, including the friendly hotel greeting upon arrival or the closeness of ruched hotel sheets when climbing into bed, help listeners to create a sense of direction, and give the impression they can close their eyes and be transported to the location they’re listening to.
Patricia Page-Champion, senior vice president and global commercial director, Hilton, commented, “Having spent most of my career in and around hotels, I’ve always loved the look on people’s faces when they walk through the door – the happy feeling of a holiday about to begin. A great stay offers the opportunity to pause, reflect and reconnect, and through this track we wanted to help people get that holiday feeling even before their holiday begins.”
Top sounds that help transport Saudi-based travellers to holiday mode
- A friendly greeting at your hotel (46%)
- Waves crashing gently (44%)
- Soothing hotel lobby/lift music (44%)
- Piano music in a restaurant (36%)
- The sizzle of food being made at the hotel buffet (36%)
- The laughter of children playing in a pool (36%)
- The hum of an aeroplane engine getting ready for take-off (33%)
- Suitcase wheels along a floor (33%)
- Street performers playing music or singing (31%)
- The crunch of sand beneath your feet (30%)
The track is available to listen to on YouTube https://www.youtube.com/watch?v=kYcDIrAOzJI
For high-res images, please click here: https://www.dropbox.com/scl/fo/lakh77yg7a6nz50l989m1/h?dl=0&rlkey=umlusntcq1siwfcejgrlr20qi
Notes to Editors
The survey of 500 Saudi-based adults who travel was carried out by OnePoll between the 4th and 9th of May 2023.
Hilton (NYSE: HLT) is a leading global hospitality company with a portfolio of 19 world-class brands comprising more than 7,200 properties and more than 1.1 million rooms, in 122 countries and territories. Dedicated to fulfilling its founding vision to fill the earth with the light and warmth of hospitality, Hilton has welcomed more than 3 billion guests in its more than 100-year history, earned a top spot on Fortune’s 100 Best Companies to Work For list and been recognized as a global leader on the Dow Jones Sustainability Indices for six consecutive years. Hilton has introduced several industry-leading technology enhancements to improve the guest experience, including Digital Key Share, automated complimentary room upgrades and the ability to book confirmed connecting rooms. Through the award-winning guest loyalty program Hilton Honors, the more than 158 million members who book directly with Hilton can earn Points for hotel stays and experiences money can’t buy. With the free Hilton Honors app, guests can book their stay, select their room, check in, unlock their door with a Digital Key and check out, all from their smartphone. Visit stories.hilton.com for more information, and connect with Hilton on Facebook, Twitter, LinkedIn, Instagram and YouTube.