Taking a siesta is a popular custom in Latin America, especially in rural areas.

In the region's business centers, however, siestas have fallen out of fashion.

But now customers checking in to Selfishness Siesta Hotel in Buenos Aires are encouraged to slip off their shoes and get ready for bed.
 
Professional sleep and relaxation professionals coach them through the experience, along with muted lighting and a well-placed incense burner.

[Vivana Vega, Selfishness Siesta Hotel Director]:
"Power naps are siestas which are short and which have objectives and timings different to just any siesta, which is usually taken just after lunch. [Power naps are aimed at] avoiding tiring during the workday, increasing your productivity and your performance, and they also can reduce stress and promote optimum cardiovascular performance. The person becomes more alert than the person who is drowsy and who is slow to react."

Scientists have often promoted the benefits of taking a nap during the day, saying it helps the brain to absorb new information and could even reduce the risk of death from heart disease.             

[Vivana Vega, Selfishness Siesta Hotel Director]:
"We think that companies should have spaces where people can really avoid tiring during the day, something which they accumulate over the time, so they can continue working in a much more harmonious environment and, really, people change a lot after sleeping a power nap."

Each napper can count on personalized attention, with their choice of lighting, meditation music and incense oils. The time limit for a room rental is 45 minutes.
           
After forty winks they are then gently awoken with an energizing herbal tea.

[Rodrigo Rocco, Public Relations Manager]:
 "Since I start this healthy practice I realized that I am performing better at work, that I have time to realize more events or more productions for the magazine and I think it really works for me.
           
One session at Selfishness costs around $30, an expensive siesta for any Argentine.