Markets 
Travel has traditionally been a time to disconnect, but between airlines adding ultra-fast wifi to cabins and keeping your friends updated via Instagram stories, our down time is starting to involve a lot more screen time.
Now, a hotel chain is introducing a novel way to combat your social media use while on holiday: The “anti-appy hour”.
Launched to coincide with Global Wellness Day, guests at YOTEL properties around the globe will be able to tap their phone against a Bloom card to block out digital distractions for an hour.
Available at hotels in European cities including Amsterdam, Edinburgh, Glasgow, London City and Manchester, the hour is meant to “create space for more meaningful travel experiences”.
How does the anti-appy hour work?
Guests will need to download the Bloom app before heading to the hotel bar.
Once there, they will be able to tap a Bloom card against their phone to block out their chosen apps (we’re personally nuking Instagram and X).
After the hour is up, staff will let you know and you can tap the card again to regain access to those dreaded social media apps.
During the hour, you’re encouraged to write a YOTEL postcard to someone you miss, grab a special Bloom cocktail, or just chat with friends.
Bloom was launched in 2024. Unlike other apps that block your access to social media platforms and other distractions, you need the physical card to regain access.
The idea is that if you need to physically get up and grab your card to unlock it, you’re less likely to do so.
Guests can also get a 10% discount on Bloom cards for use outside of the anti-appy hour as part of the partnership.
Read the full article here
