The world is tired. Whether they’re working endless hours on the job or raising children, people are exhausted. In the UK, 74% of adults report sleeping badly, and research suggests that 5-7% are seeing their general practitioner to complain about fatigue. Out of this desperation for rest, the sleep tourism industry has blossomed, and the travel and hotel realms are paying attention. 

Hotels are intermingling with the medical industry to emphasize the importance of sleep, demonstrating why it makes great sense that hotels invest in improving guests’ sleep experience. Sleep tourism, the common term for crafting a vacation where the focus is improving sleep quality, is a booming industry. A 2024 report by HTF Market Intelligence found the worldwide sector is worth more than $690 billion and is expected to grow by another $400 billion between 2024 and 2028. 

From a business perspective, hotels are looking for ways to differentiate themselves from the rest of the pack, and showing a dedication to sleep is a great way to do so.

“Hotels locked in a death match with Airbnb have begun to explore ways in which to compete by offering services and amenities around the primary purpose of a hotel stay: a restful night’s sleep,” Chekitan Dev, a distinguished professor at the Cornell University Nolan School of Hotel Administration, told the New York Times.

From luxury wellness retreats in the far corners of the globe to larger hotel chains, brands recognize that even the one-night-stay business traveler is desperate for a good night’s sleep. 

In the Lap of Luxury 

Luxury destinations are driving the sleep tourism industry with exciting programming designed to improve sleep quality and have you drifting off in no time. Six Senses Hotels, Resorts and Spas have an intensive sleep program offered at many of their resorts from Cambodia to Rome. At Six Senses Ibiza, components of the program include a consultation with the property’s resident sleep doctor, a 45-minute general wellness screening, yoga nidra, and classic features like massages and fitness classes. Throughout the day, your sleep is tracked by the experts.

Similarly, the famous Canyon Ranch has a program where five-night retreat participants learn “stress management techniques, participate in meditation classes, and receive sleep coaching. You can also opt for a sleep apnea screening, with results reviewed by a doctor.” The cost of the program is $1,450 a night with meals.

Finally, Siro, the new supercharged “active lifestyle” hotel brand, launched last year in Dubai. They open in Montenegro in May, and rank sleep as one of its five key pillars. Designed with high-tech rooms viewed as luxuriously restorative sanctuaries, the spaces feature thermoregulating mattresses and eleven pillow options, Way to Go reports.

Making Every Stay a Restful One 

Not everyone is looking for a dedicated sleep retreat. Instead, many travelers just need a place to rest their head during a trip and want the best sleep options possible. That’s why some of the most prominent hotel chains in the world are becoming conscious of sleep tourism’s importance. For example, guest rooms at Tempo by Hilton hotels offer Sealy Accelerate mattresses, cooling linens, an oversized shower, a Bluetooth speaker mirror, and APOTHEKE bath amenities.

Equinox Hotels spent two years working with experts to create temperature-regulating mattresses, soundproof walls and a program of wind-down exercises for its rooms, the WSJ reported. With meditation videos preloaded on the TVs and a “Sleep Well Menu” of drinks with ashwagandha and charcoal, you can also find a health-centered minibar with CBD and magnesium cream. An important example of how a hotel’s design can play a role in conveying its mission, the entire space is designed to be restful. Of course, if you do want to kick it up a notch, they’ve got you covered: Equinox offers a two-night package that includes cryotherapy and sound-wave treatment.

“A good night’s sleep does not need to break the bank,” Amanda Al-Masri, global vice president of wellness for Hilton, told Hospitality Investor. “Opportunities to improve guest sleep experiences abound across the quality level in the hotel industry. Taking a look at the guestroom elements, such as the mattress and pillows, and determining if these elements need to be refreshed could be a good start.”  

The Future of Sleep Tourism

As we learn to track the quality of our sleep through metrics, it’s unavoidable that artificial intelligence will play a role. The Carillon Wellness Report in Miami was the first in the world to be fully equipped with an AI-powered Bryte Balance Smart Bed. Similarly, Charlie Morley’s collaboration with Kimpton Fitzroy saw him design the Room To Dream package, which gives guests a chance to experience lucid dreaming with the help of AI. Guided meditations are distributed through a VR headset, and a special herbal tea helps you rest. In the morning, guests can send the description of their dream to an AI artist, who creates a visual interpretation of it, National Geographic reports.

In May, Bryte announced a partnership with Fullpower-AI, a biosensing platform, which will offer even more insights for the sleep-obsessed traveler when it launches later this year. It will provide the opportunity to track sleep patterns, cardiovascular and breathing metrics, and apnea.

“We are also expecting sleep-focused treatments to transition from being seasonal or by request to becoming a fundamental part of our wellness options and programming across all our spas,” a hotel spokesperson told Hotel Dive. Simply put, this trend isn’t going anywhere.

Sleep tourism is a phenomenon that hotels are eager to partake in. 

“We’ve found from conversations with our hotel partners that guests want purposeful technology with customization, personalization, and deep insights,” CEO Luke Kelly told Hotel Dive. “Feedback from our hotel partners on the technology has been extremely positive.” 

While it betters the lives of guests, it’s also a wise business move for the hotel industry during a period when they’re actively working to compete with rentals like Airbnb and VRBO. 

“As traditional hotels battle ‘alternate lodging’ in the form of short-term rental (STR) brands like Airbnb and others, differentiating their experience from STRs is key to preserving and enhancing market share,” Dr. Chekitan Dev told Hospitality Investor. “Areas where hotels can differentiate are the three S’s: security, service, and sleep.” 

As wellness continues to expand across the board as an important and lucrative industry, businesses must recognize how influential specialized realms like sleep tourism will be as they look to solidify their presence.