Two weeks ago I panned Hyatt Regency’s new marketing campaign. They say “it’s good not to be home” because the last thing I want — on the road more than a third of the year — is not to be home, and because it doesn’t really tell you why to choose Hyatt Regency over another brand.

It turns out there may actually be one good reason why it’s good not to be home: hotel sex is better than regular sex (HT: Alan H.).

Bed in a Junior Media Suite at the W Seoul

Apparently the novelty of it matters:

When a couple engages in sexual acts in a hotel room, versus the bedroom, “the novelty of the hotel room is going to stimulate dopamine transmission in the brain, which pays a big role in arousal and sexual excitement”

Bed in a Royal Suite at the Burj al Arab

Two drivers of this phenomenon:

• Quality of bed and bedding. I used to get Westin room keys declaring we’re better in bed to promote their heavenly bed. Westin set off a chain reaction among hotel chains improving the quality of their beds years ago. (Strange as it is to say I think I actually like the Sheraton bed better.)

• You can check out of life. The symbols of life stressers don’t follow you to the hotel. “There aren’t photos of kids, bills that need to be paid, books that need to be read; you’re in a place out of time, out of your life.”

Bed at the Westin Arlington

Now I think I see what Hyatt was getting at. To me hotels are normal, hotels are everyday life. But that isn’t normal. For most people, it is good not to be home.