To meet the evolving sleep preferences of its guests, Premier Inn Middle East has launched its Next Evolution Style rooms at the Dubai International Airport hotel, with plans to expand the concept to Abu Dhabi Capital Centre later this year.

Simon Leigh, Managing Director of Premier Inn Middle East, said: “Sleep is at the core of everything we do at Premier Inn, and these survey insights have been invaluable in understanding how our guests prefer to rest. Our new style rooms, featuring the Premier Inn Bed by Silentnight, reflect our commitment to delivering a great night of sleep, combining a refreshed design with the signature comfort Premier Inn is known for. We’re excited to roll out this innovative concept across our Middle East hotels, elevating the sleep experience for our guests.”

Key Findings from the Sleep Survey

Sleeping Position
A staggering 79% of respondents prefer to sleep on their side, with a slightly higher preference among females (84%) than males (77%). Males are slightly more likely to sleep on their back (11%) or front (12%) compared to females (back 10%, front 6%).

Natalie Pennicotte-Collier, global sleep expert and author of ‘Sleep Reset – The New Tools of Rest and Recovery’ says: “A key factor in restful sleep is your preferred sleeping position. While most people naturally prefer a particular sleep posture, each position has its unique advantages and disadvantages.

“It’s great to see so many side sleepers in the UAE; based on decades of brain and immunity sleep studies, this position might facilitate better cleansing of the brain during deep sleep compared to back or front sleeping. Side sleeping also offers many other potential benefits, from better spinal alignment to a reduced risk of snoring.”

Sleeping Environment

The vast majority (94%) prefer sleeping in total darkness, while only 6% opt for lights on. Pennicotte-Collier comments: “To improve sleep, use light to your advantage. Bright light wake us up, while darkness triggers melatonin production, helping us fall and stay asleep. Early morning light regulates the circadian rhythm, keeping us alert during the day. Make the most of the abundant natural ‘sun caffeine’ in the UAE by doubling your sunlight exposure before 10AM for deeper sleep.

“This Ramadan, embrace a digital fast and treat your light switch as a golden health switch. For better sleep and wellbeing, reduce screen time in the last hour before bed and dim the lights in your room. Even with closed eyelids, light can still penetrate and disrupt sleep. So, aim for darkness, not just before bedtime but also when you’re in bed. Use blackout curtains, eye masks, all those good things.”

83% of respondents favour complete silence against background sounds (17%). “Sleep is predominantly a sensory experience, and sound can either sooth or stress it. While natural silence or gentle nature sounds can improve sleep quality, environmental noise can be disruptive. Fascinatingly, research has long shown that even while we sleep, our brains continue to ‘listen’, selectively reacting to meaningful sensory stimuli.

“Remember sleep is vital for health. Creating a quiet, distraction-free environment is key for deeper, more restorative rest.”

An impressive 74% prefer cool room temperatures to sleep, while 26% choose a warm room. “Your sleep is temperature-dependent, and a nighttime drop in core body temperature is crucial for restful sleep - this process is called sleep thermoregulation. Your body temperature naturally reduces in the run up to sleep and this helps you drift into deeper rest. Support this natural process by keeping your space comfortably cool, ideally around 18°C.”, advises Pennicotte-Collier.

Sleeping Arrangements  

Half of the respondents indicate that they prefer to sleep alone, with the other half opting for sharing their bed. 33% of respondents share their bed with a partner and some are sharing with children (8%), friends (1%) or even pets (1%).

Pennicotte-Collier elaborates: “Embrace your personal sleep choices; sleep consistency and comfort win hands down. Solo sleeping allows better control over temperature, lighting, and noise, promoting deeper, uninterrupted rest. However, sharing a bed can also improve sleep, as the soothing presence of a partner, child, or pet helps reduce insomnia and speed up sleep onset.”

Sleeping Tools

Most respondents (98%) use pillows, while 53% prefer medium mattresses and 22% opt for firm ones, reflecting a preference for balanced support. Pennicotte-Collier explains: “Everyone moves 40-50 times a night, this is a normal, healthy part of sleep that highlights your bed space choices.

“A medium mattress offers so many benefits for optimal sleep. Ideal for average-weight sleepers who sleep on their side or back, it promotes sleep longevity and high-quality rest. A medium to firm mattress can also alleviate back pain. Ultimately, invest in a mattress tailored to your unique needs, as you spend one third of your life sleeping.”

She continues: “Pillows are the unsung heroes of sleep. A well-chosen pillow promotes proper spinal alignment, improves breathing, and improves sleep quality. Treat yourself to a new pillow, a low cost-effective way to boost your rest and overall wellness the next day.”

Sleep Care  

The survey also found that while 75% of respondents change their bed sheets weekly, fewer practice regular mattress care, with only 51% flipping or rotating their mattresses.

“Your bedspace is a powerful source of mind and body wellbeing, and keeping it clean, healthy, and inviting is paramount. Over time, constant human contact and pressure cause a buildup of microbes and dust mites. Give your mattress a seasonal MOT with a deep clean and rotation to relieve pressure and extend its lifespan,” says Pennicotte-Collier.

Signature Comfort with New Style Rooms

Inspired by guest preferences and the latest trends, Premier Inn’s new-style rooms are designed to offer the ultimate sleep experience. The Premier Inn Bed, crafted by Silentnight - the UK’s most trusted sleep brand - features breathable, cooling materials, Geltex® foam for comfort, and a 1,000-pocket zoned spring system that supports all sleep positions. Premium bedding and a choice of soft or firm pillows further enhance sleep quality.

Floor to ceiling blackout curtains, solid soundproofing and customisable air conditioning ensure optimal darkness, silence, and temperature for uninterrupted sleep. Additional features include stylish and softer interiors in calming neutral and grey tones, enhanced lighting, double shower heads, fabric purple headboards, modern artwork and USB bed charging points to aid connectivity.

A new flexi table replaces the static desk, adapting to post-COVID flexible work habits. Rooms are divided into three zones for enhanced wellbeing: a getting-ready area, a dedicated sleep space, and a ‘hive’ zone for working or unwinding. Smart design elements optimise space and flow, creating a streamlined environment that ensures optimal rest for all travelers, from solo guests to families.