Sleep tourism: The new wave of wellness travel

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  Quantumrun Foresight
• February 13, 2024

Insight summary

Sleep tourism is reshaping the travel industry by focusing on enhancing guests' sleep quality, with hotels investing in specialized amenities and environments. This trend, fueled by a heightened awareness of sleep's health benefits, is shaping consumer travel choices and the hospitality sector. The implications of this evolution could extend to various aspects of society, including public health, new jobs, and environmental considerations.

Sleep tourism context

Sleep tourism focuses on enhancing guests' sleep quality through specialized amenities and environments. Hotels increasingly invest in features like soundproofing, sleep-conducive amenities, and collaboration with sleep experts to address sleep issues and improve rest. This trend, born from a heightened awareness of sleep's health benefits (particularly post-COVID-19 pandemic), caters to those seeking better sleep as part of their travel experience​​.

The pandemic played a significant role in this awareness, as many experienced deteriorating sleep quality during this period. The industry responded to this need by not just offering a place to rest but by creating tailored experiences aimed at improving sleep quality, employing scientific and medical insights to address various sleep disorders​​. This shift in the hospitality industry reflects a broader understanding of the importance of quality sleep, aligning with people's increasing prioritization of health and wellness in their travel choices​.

Park Hyatt New York and Rosewood Hotels & Resorts have embraced sleep tourism, with Park Hyatt opening the Bryte Restorative Sleep Suite and Rosewood launching the Alchemy of Sleep retreats. In London, Zedwell focuses on sleep-centric hospitality, while Hästens Sleep Spa Hotel in Portugal, by the Swedish bed manufacturer Hästens, further exemplifies the global expansion of this trend. Malminder Gill, a hypnotherapist and holistic coach, collaborated with the Cadogan, a Belmond Hotel in London, to offer a unique Sleep Concierge service. Amenities include sleep-inducing recordings, a diverse pillow menu, and a special bedtime tea tailored to address various sleep preferences and issues.

Disruptive impact

As demand for sleep tourism increases, more hotels may invest in sleep-focused amenities, potentially creating a new standard in the industry. This shift could lead to a greater emphasis on wellness in tourism, influencing how hotels design rooms and services. It may also spark innovation in sleep-related products and technologies, further enhancing the guest experience.

As sleep tourism becomes more mainstream, it could encourage people to prioritize sleep daily. The rise of sleep-focused travel experiences might also influence people's travel decisions, with a preference for destinations and accommodations prioritizing sleep quality. This shift could ignite a new appreciation for "chill" tours, prioritizing rest over partying, even for younger tourists.

Governments and policymakers could recognize the potential of sleep tourism for economic growth and public health. This trend might lead to initiatives, such as funding for research in sleep science or incentives for hotels to adopt sleep-enhancing technologies. Additionally, a focus on sleep wellness could influence public health campaigns, emphasizing the importance of sleep and potentially leading to broader societal changes in attitudes towards rest.

Implications of sleep tourism

Wider implications of sleep tourism may include: 

• A rise in specialized training and certification programs for hotel staff, enhancing service quality and employment opportunities.
• Increased public awareness and education about sleep health, contributing to improved overall public health outcomes.
• Potential environmental impacts from increased travel to sleep tourism destinations, requiring sustainable practices in the industry.
• Health insurance companies possibly covering sleep tourism as a form of wellness therapy, changing insurance policies and healthcare approaches.
• Potential for data privacy concerns with sleep-monitoring technologies, leading to the need for regulatory oversight and consumer protection.
• Demographic shifts in tourism, with a growing segment of travelers prioritizing sleep and wellness, affecting market targeting and advertising strategies.

Questions to consider

• Would you be interested in undergoing sleep tourism? Why?
• How could the growth of sleep tourism drive technological advancements in sleep-enhancing products?