Last fall, Calm, an app that delivers meditation and nature sounds, announced a partnership with Novotel, one of the brands of the French hotel conglomerate Accor, to give guests guided meditations for relaxation and sleep. Starting this year, in a phased rollout, guests at Novotel hotels around the world may sign up for a free two-month subscription to Calm’s premium tier of content.

“Big brands in many industries, but specifically in travel, are listening to their customers and realizing that wellness is more important to them,” said Alex Will, chief strategy officer at Calm.

“I think people are just searching for help with sleep and relaxation in general,” Mr. Will said. “It’s just tiring. We have this always-on lifestyle now. It just creates a huge amount of stress and strain on the body.”

“Travel is becoming increasingly more stressful,” Mr. Will said.

The growing awareness that sleep is an important part of staying healthy has increased the interest in technology that can help people fall and stay asleep.

“Broadly speaking, travel and sleep are major-use cases above and beyond our partnership with Novotel,” Mr. Will added. “The thing we hear a lot from our users is if you can’t sleep, it makes everything else feel very hard in day-to-day life.”

Although these initiatives predate the coronavirus pandemic, they are well-positioned to address travelers’ current fears, said Ms. Finkelstein of CBRE.

“Especially with coronavirus and everything that’s happening, you are starting to see people either pull back on travel or be a little more cautious when they travel,” she said.