Digital disconnection has become one of the attractions of romantic getaways, but Lovehoney has decided to go one step further and put a financial incentive on it. The company specializing in sexual well-being has launched an initiative in Australia that allows couples to pay less for their accommodation the less time they spend on their mobile phones. And if they manage to reduce their use by half, their stay will be free.
The proposal is called “DND (Down N Dirty)”, a game with the acronym Do Not Disturb (Do Not Disturb), and has been developed together with the creative agency Campaign Lab. Its operation is that guests must record the time they use their devices upon arriving at the accommodation and do so again at the end of their stay. The difference between both registrations will determine the discount you will receive.
The action is developed in collaboration with Into The Wild Escapes, a company specialized in rural accommodation far from urban centers, and will be available from October 20 in different locations in Australia.
The initiative is based on research carried out by Lovehoney which, according to the company, reveals that Australians pay 12 times more attention to their screens than to their partners. The study also indicates that many people prefer to prolong browsing time on their devices rather than dedicate it to chatting or maintaining intimate relationships.
Based on this observation, the brand has designed a promotion that transfers the problem of excessive mobile phone use to a reward mechanism, so that the final cost will depend on how much guests manage to reduce their screen time. To check this, couples will need to take a screenshot of their phone usage statistics upon arrival and repeat the procedure before leaving. The greater the reduction, the greater the discount applied.
The maximum reward will come when the usage time decreases by at least 50%, at which point Lovehoney will assume the cost of hosting.
The experience is also designed to make it easier for couples to find alternatives to their devices. Each cabin will have a disposable camera and a diary, two elements with which the brand proposes recovering ways to record and share memories without constantly resorting to the telephone.
In addition, prior to arrival, participants will receive a “Lovehoney Reconnect Kit”, a package of sexual wellness products valued at more than 250 Australian dollars. Its content will be adapted to the preferences of each couple and will include different accessories to promote intimacy.
“We are an e-commerce asking Australians to spend less time on their phones, and we know how that sounds”said Ryan Foster, Head of Lovehoney in Australia and New Zealand. “But we’ve always believed that sexual pleasure begins long before we get to the bedroom, in the attention that couples give each other. DND backs that idea with real money. We don’t just encourage couples to disconnect: we pay the bill when they do.”he added.
From the creative agency, the approach has been to avoid a moralizing discourse about technological dependence and offer, instead, a tangible motivation to modify behavior. “Australians touch their phones more than they touch each other. No one wants a lesson on screen time, so we gave couples a better reason to put down their phones.”explained Andy Scales, Founder and Director of Campaign Lab.
With “DND”, Lovehoney expands its communication beyond sexual well-being products and places shared attention, disconnection and intimacy at the center of its proposal. The campaign also takes advantage of the accommodation itself as a space for interaction with the brand. Participants receive products and experience during their stay the behavior that Lovehoney aims to encourage.
The action will be disseminated through public relations, social networks, content creators and own and paid channels. Bookings will be available from October 20, 2026, with cabins located in the Australian states of New South Wales, Victoria, Queensland, South Australia and Western Australia.
More info: lovehoney
