Increasing numbers of travelers are abandoning tightly packed itineraries filled with activities from sunrise to sunset. Instead, they are opting to peruse pillow menus and retire early, marking the rise of sleep tourism. In this era, a growing array of hotels are providing services and amenities, including access to in-house sleep experts, to facilitate a restful experience for guests. The sleep tourism market is anticipated to expand by nearly 8%, reaching over $400 billion between 2023 and 2028, as per an analysis by HTF Market Intelligence.
Rebecca Robbins, a sleep scientist at Harvard’s Division of Sleep Medicine and co-author of Sleep for Success!, emphasizes the increasing importance travelers place on quality sleep during their journeys. The wellness tourism industry, valued at $814 billion, has harnessed the strong interest in “slow travel,” emphasizing relaxation and reconnection with wellness habits. A recent survey indicates that over 94% of respondents express a desire to experience slow travel. This trend aligns with hotels worldwide embracing the role of ambassadors in sleep tourism, offering sleep trackers, retreats, and guidance from sleep experts.
Robbins underscores the shift from the days of exhausting travel, stating that the idea of travel as a restorative experience—providing cognitive learning, new experiences, and the physical and mental rest needed to power the trip—is an exciting proposition.
In a survey involving over 600 travelers, Robbins, who also teaches sleep science classes at Sonesta hotels, discovered that only one in three were satisfied with their sleep during their last travel experience. Notably, the study found that sleeping while traveling significantly predicted the likelihood of a guest returning.
Robbins suggests that while hotels typically focus on promoting nightlife and dining options, they can also benefit from addressing travelers’ desire and need to enhance their sleep. She emphasizes that hotels are fundamental providers of a good night’s rest.
Various hotels, including Hilton, are expanding their sleep-enhancing offerings, such as “power down” amenities, temperature-adjusting mattresses, and dim light settings. Other hotels, like the Rome Cavalieri and Conrad Bali, are introducing unique experiences like pillow menus and sleep therapy sessions in suspended cocoon hammocks.
Robbins highlights the need for formal education in sleep science, addressing the collective sleep epidemic affecting many. With one in three adults not getting the recommended hours of sleep due to 24/7 technology and rising mental health conditions, there is an opportunity to improve collective sleep health. Vacation, according to Robbins, is an ideal time to prioritize sleep, with amenities such as thick curtains, distraction-free rooms, and mindfulness guides aiding in improving sleep quality and duration.
Returning travelers feeling rejuvenated may integrate what they learned during their vacation into their daily lives, especially when faced with the hustle of routine.
