The global partnership, which features a new custom Sleep Story narrated by award-winning actress Eva Green, will be rolled out across more than 530 hotels in 60 countries. 5 December 2019 – Calm, the #1 app for sleep, meditation and relaxation, and Novotel Hotels, today announced a multi-year global partnership to help hotel guests achieve […]
‘The End’ of the bedtime story?
Study reveals a quarter of parents rarely read to their kids before bed
Novotel is giving parents the chance to give their kids the ultimate bedtime story experience to champion the ritual
10th October 2019 – Screen time is fast-becoming the new story time when it comes to sending kids to sleep, reveals new research from family hotel brand Novotel.
4 in 10 parents reveal they read to their children at bedtime less than three times a week, with 1 in 10 admitting they never pick up a book.
Meanwhile, half (57%) let them watch TV before nodding off and a quarter give them a phone or tablet to play on. Over a quarter (28%) said their kids aren’t interested in being read to before bed.
Working late (28%) and battling tiredness at the end of the day (34%) are the main reasons why families skip the bedtime ritual. Only 2 in 10 said they never miss reading their little ones a bedtime story.
The survey, which sampled 1,000 parents with children between the ages of 6 months and 10 years old, found that whilst time is against parents, 94% of believe reading to their kids is important for their growth and progression. Half also do so to nurture their creativity and help them learn how to read.
Over two thirds (69%) of parents said they feel guilty about not picking up a book for them more often, with the same amount valuing bedtime stories as a great opportunity to bond with their children.
When parents do reach for a page-turner, the average bedtime story lasts thirteen minutes.
Tales about adventure (53%) are the most popular amongst kids, with fairy-tales coming in second place (44%). 2 in 10 parents spin their own stories and 29% like books about empowerment. Two-thirds of mums and dads make story reading special by putting on different voices and 17% act narratives out.
Calling Britain’s Best Bedtime Storytellers
Helping families make time to bond, Novotel has teamed-up with the storytelling pros at Wonderbly to launch a search for Britain’s Best Bedtime Storyteller, and champion the ritual.
Mums and dads with a penchant for spinning yarn are being given the chance to treat their children to the ultimate bedtime story surprise at the hotel Novotel London Paddington. They can expect a bucket-load of fun.
The competition is part of a wider initiative from Novotel and Wonderbly, where staff in its hotels surprised kids with personalised storybooks.
James Wheatcroft, Vice President Marketing Northern Europe at Accor, said:
“With demanding schedules, parents often struggle to find the time for bedtime stories, but our research shows that they are valued by kids, as well as mums and dads. At Novotel, we create unique opportunities for families to bond, and this time we’re personalising storytime.”
Robert May, COO from Wonderbly added:
“Books are a great way to make bedtime more magical for kids. Add customisation into the mix and it adds even more magic to storytime. Having fun together whilst getting lost in a book is the perfect bonding time for families.”
To enter the competition, caregivers simply have to share a photo, video or written entry of their best bedtime storytelling by emailing it to email@example.com.
The closing date is 26th October and the winner will be emailed directly and announced on Novotel’s Facebook page.
For further details on the competition, please see here.