The Growth of Sleep Tourism

It might seem unusual to consider taking a vacation as a way to improve your sleep, but sleep tourism is becoming increasingly popular.

Over the past few years, sleep-centric accommodations have been sprouting up in hotels and resorts around the globe, offering specialized stays designed to enhance rest and relaxation.

Interest in sleep tourism has surged since the pandemic, with many well-known establishments catering to those struggling with sleep deprivation.

In the last year alone, Park Hyatt New York introduced the Bryte Restorative Sleep Suite, a 900-square-foot room packed with sleep-promoting features, while Rosewood Hotels & Resorts unveiled the Alchemy of Sleep retreats, designed to foster better rest and recovery.

In early 2020, London’s first sleep-focused hotel, Zedwell, opened its doors, featuring rooms with advanced soundproofing technology. A year later, Swedish bedding company Hästens launched the world’s first Hästens Sleep Spa Hotel, a 15-room boutique establishment in Coimbra, Portugal.

Pandemic Effects on Sleep Tourism

What’s driving the growing focus on sleep within the travel sector?

Dr. Rebecca Robbins, a sleep researcher and co-author of 'Sleep for Success!', believes the focus on sleep in the hospitality industry has been long overdue.

'At the end of the day, people book hotels primarily for a good night's sleep,' Robbins explains to Dinogo Travel, highlighting that the industry has historically focused on elements that actually disrupt rest.

'Travel is often associated with indulgent dining, late nights, and a packed itinerary, all of which can interfere with sleep,' she continues.

'But now, there has been a significant shift in our collective mindset, with wellness and well-being taking center stage,' Robbins adds.

The COVID-19 pandemic seems to have accelerated this shift. A study published in the Journal of Clinical Sleep Medicine found that 40% of over 2,500 adults reported a decline in their sleep quality since the pandemic began.

'The spotlight on sleep has certainly intensified during the Covid-19 pandemic, largely because so many people have faced challenges with it,' says Dr. Robbins.

Prioritizing sleep

Malminder Gill, a hypnotherapist, meditation expert, and holistic coach, has also observed a shift in how people are viewing sleep.

'Everything seems to be gravitating towards longevity, and I believe this has really driven the change,' Gill shares with Dinogo Travel.

'It’s no surprise that sleep plays such a vital role in our lives. Sleep deprivation can lead to a wide range of issues in both the body and the mind,' she adds.

'Anxiety, depression, low mood, mood swings – all of these can compound the exhaustion,' Gill explains.

Gill has teamed up with the Cadogan, a Belmond Hotel in London, to offer a unique service tailored to guests struggling with sleep, called the Sleep Concierge.

The service includes a soothing meditation recording designed to aid sleep, a pillow menu with options for side or back sleepers, the choice of a weighted blanket, a specially crafted bedtime tea, and a calming pillow mist.

'Different solutions work for different people at various stages of their lives,' says Gill, reflecting on the personalized options within the service.

Sleep-inducing practices

'We've carefully curated the experience to improve the odds of a good night's sleep. Combining all these elements should result in better sleep quality, but I don't believe in a one-size-fits-all approach,' says the hotel's spokesperson.

The sleep-centric programs and retreats offered by hotels vary widely, each taking a unique approach to promoting rest and relaxation.

Luxury brand Six Senses offers comprehensive sleep programs lasting from three to seven days or more, across several of its properties. Meanwhile, Brown’s Hotel in Mayfair, London, recently launched ‘Forte Winks,’ a two-night experience designed to guide guests into a peaceful sleep.

'Sleep has become so crucial, and we observed a rise in sleep tourism and wellness trends after the lockdowns and Covid,' says Daniela Moore, senior group PR manager for Rocco Forte Hotels.

'We saw an opportunity to position Brown’s as a hotel that truly prioritizes your sleep and well-being,' Moore adds.

According to Gill, the growing number of sleep-focused experiences signifies a shift in mindset, where the old narrative of staying up to get things done is being replaced by a broader recognition of the importance of sleep.

Quick fix?

But do short-term sleep-focused vacations really lead to lasting improvements in sleep quality?

Dr. Robbins believes that travel experiences designed around 'healthy sleep strategies' can be very effective, as long as they're guided by expert medical or scientific advice to ensure there aren't underlying health issues.

'If someone attends one of these retreats and doesn’t see improvement, it might be due to an undiagnosed sleep disorder,' she explains, mentioning conditions like sleep apnea, restless leg syndrome, or insomnia as examples.

'That’s why it’s essential that hotels collaborate with sleep specialists and medical professionals to deliver these strategies responsibly,' she adds.

Mandarin Oriental, Geneva has gone a step further by partnering with CENAS, a private sleep clinic in Switzerland, to offer a specialized three-day program designed to analyze guests' sleep patterns and detect possible sleep disorders.

While sleep-focused services are often associated with luxury travel, Dr. Robbins argues that every hotel and resort should prioritize sleep wellness.

'There are simple ways to make a difference at any price point,' she says, noting that leaving a pair of earplugs on the nightstand costs very little but can significantly improve the sleep experience.

As the trend of sleep tourism grows, Dr. Robbins is eager to see who will continue to lead the way and innovate in this field, emphasizing that there are still many unexplored opportunities within travel and sleep science.

'The idea of travel revitalizing and restoring you, leaving you refreshed when you return home, is a thrilling concept,' she adds.

Image credit: Rocco Forte Hotels