A growing number of airlines and hotels are hustling hard just to get travelers to sleep, in some cases hiring sleep professionals to provide services. A full night's sleep is the hottest new amenity, and the travel industry is purveying everything from reminders to turn off devices to providing soothing skin oil and high-tech bedding to improve slumber. "It's the holy grail for hospitality," said Dana Kalczak, vice president of design for Four Seasons Hotels and Resorts.

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