What’s behind the rise of sleep tourism?

Getting a restorative night’s sleep is hardly the main aim of travelling, perhaps only realistic after an action-packed day on holiday, but now it is becoming the primary focus of going away in the first place – and technology is playing a key role. Sleep deprivation is a growing scourge and with as many as one-in-five people in the UK not getting enough according to Mental Health UK, it is driving sufferers to make ‘sleep’ the focus and goal of holidays. For the permanently-busy professional, a work trip centred around restoration make for a very welcome break. Many hotels are responding to the trend by optimising standard rooms for sleep, adding in specific design elements that are aimed to boost the level of positive and restorative sleep guests experience when staying with them.The concept of sleep tourism was first touted back in 2022, when the Global Wellness Institute (GWI) introduced the idea as a form of wellness travel specifically intended to improve sleep quality. Good Travel Management, Commercial Director, Laura Busby, said: “Sleep tourism has taken the leisure tourism industry by storm with a predicted market value of $400 billion in the next four years.“In an environment where employee burnout is on the rise and the two most common mental health implications of business travel are exhaustion and stress, this wellness-backed trend seeks to prioritise self-care and sleep through advanced tech, AI and other traditional therapies.”Will the trend continue?As with many new trends the question is, is it a fad or will it last? Well, according to Busby, it’s here to stay. “The rise of sleep tourism has already been noted by big industry players, such as Hilton which found rest and recharge to be the biggest travel trend across all generations for 2024,” she said.Hilton hotel chain reported that the majority (68%) of its sleep tourists fall into the GenX category (those born between 1965–1980), and that they often travel to get better rest. However, when you look at the findings as a whole, sleep is a priority for all age groups regardless of generation, with 55% of GenZ (those born between 1997–2012) also citing that they travel to improve their wellbeing. Hilton Chief Brand Officer, Matt Schuyler, said of the findings: “While rest can mean getting away from work or other obligations on a leisure vacation, guests more broadly today define ‘rest’ as getting good sleep, regardless of their travel occasion.” Tempo by Hilton has responded to these needs by offering three zones for function and comfort, including an enveloping sleep environment to help guests unwind plus several Power Down amenities designed to help guests get a restful night’s sleep. The Hilton is just one of many travel businesses that is jumping on the sleep-tourism bandwagon as many others have been developing sleep-specific packages. And it’s not only hotels that are delivering.“Airlines such as Air New Zealand are set to introduce bunk beds in their economy class cabins from September,” Busby said, “designed to enhance the travel experience of economy class passengers, and give them the chance to sleep comfortably.Sleep awareness is growingAccording to Sleep Advisor, sleep quality is measured in four specific categories: sleep efficiency (ratio of total time asleep to time in bed), sleep latency (amount of time it takes to fall asleep), sleep duration, and how refreshed you feel in the morning. With a fifth of us suffering from lack of the zzzs it goes to show that the market in boosting our restorative rest is justifiably booming. Sleep education and understanding ways to improve the four stages of slumber is a major focus for travellers too, who in essence simply want to feel good and perform well. For business travellers, having better ways to get a good nap could make a significant difference to their experience - and willingness - to travel for work. “There is increasing awareness of the importance of sleep on our overall physical and mental health. Business travellers often feel the negative effects of jet lag and lack of sleep in this regard. This is an exciting prospect for business travellers who would no doubt benefit from valuable sleep before a busy work trip full of conferences and presentations,” explained Busby.She added: “Although this is an additional cost for a business’s travel budget, it is arguably a worthwhile investment because safeguarding and nurturing employee wellbeing will increase employees' productivity and their ability to drive long-term business value.”Additionally, the GWI reported that one key trend on the path to better sleep is sensorial-based technology and sleep products. At the top end these could include smart mattresses that use sensors to monitor sleep patterns and adjust the firmness and temperature accordingly, while non-tech sleep products could include using breathable linen, bamboo pillows and weighted blankets designed to regulate body temperature and provide comfort. Natural and organic materials such as cotton, wool and silk add to the sensorial experience and retain that touch of quality, while weighted blankets are a popular way to provide a calming, soothing hug. Employers can play their part too by ensuring that staff who travel abroad for business do so in a way that optimises their wellbeing and ensures trips are as restful and as free of stress as possible.“Travel management companies play an important role in helping businesses achieve this by building employee well-being into business travel policies,” said Busby, “including personalised travel programmes that combine business with leisure, also known as bleisure.“These bespoke travel policies include dietary requirements, exercise routines and options for entertainment nearby, giving employees the chance to unwind and alleviate stress throughout their business trips. Sleep tourism options could be a new addition worth including.”

What’s behind the rise of sleep tourism?

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What’s behind the rise of sleep tourism?

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