Sleep Tourism Is Travel’s New Trend
Sleep: The Travel Industry's Newest Goldmine
Gen Z has turned quality sleep into a badge of honor, and the travel industry is hot on their trail. They're investing in science-backed strategies to help travelers of all ages catch those precious Z's.
Anyone who's endured a red-eye flight knows the pain. These short hops are often the most popular routes for business travelers – think San Francisco to New York, or London to Dubai. Yet, airports offer anything but a relaxing atmosphere. It's hard to unwind when you're being barked at to "REMOVE YOUR LAPTOPS!" and forced to shuffle barefoot across grimy floors.
By the time you reach your gate, snag a seat on the plane, and finally feel somewhat settled... you inevitably begin the emotional rollercoaster. First comes disbelief as you realize there are only five hours left until landing (denial). Then, the inevitable anger when you know the harsh cabin lights will flicker on an hour before touchdown. Next, you bargain with yourself – if only you could fall asleep instantly, you'd swear off these flights forever. Alas, you're wide awake, and the sunrise looms ever closer (depression). Let's be honest, this would be awful even if you could sleep...but you can't (acceptance).
I know this feeling all too well. Sleep, especially on planes, has always eluded me. As a working mom juggling a young family and leading a travel publication, I often fantasize about a vacation built entirely around catching up on rest (minus the jetlag, of course).
Turns out, I'm in good company.
Sleep Tourism Takes Off
Around 2022, our collective focus shifted from vaccines and masks to travel and the desperate need for better sleep. The numbers don't lie. A recent Gallup poll revealed that most U.S. adults – particularly women under 50 – crave more rest. Many travelers have told Skift they'd happily shell out extra for hotels or packages that prioritize sleep-enhancing features. And a Hilton survey from October highlights that "rest and recharge" is now the top reason people vacation, making sleep a higher priority than ever before.
"The pandemic sparked an explosion of interest in sleep-focused travel," states James Cole, founder of Panache Cruises. "The industry is scrambling to meet the needs of sleep-deprived travelers."
You can see this shift in how we socialize. New York City restaurants and bars are shutting their doors earlier, lacking those late-night crowds. On TikTok's #sleeptok, young influencers detail their elaborate bedtime routines. Even Dakota Johnson, with her alleged 10-14 hours of sleep per night, is in the spotlight! Alcohol sales, notorious for disrupting sleep, are declining while mocktails gain popularity. It's all about biohacking, stress-reduction, and replacing late-night dinners with cozy brunches.
The old "sleep when you're dead" mantra of hustle culture is fading fast. 2024 is the year of prioritizing blissful, 8-10 hour slumbers. As Mickey Beyer-Clausen, CEO of the jet lag app Timeshifter, puts it, "Conversations about everyday sleep are finally happening." And you better believe the travel industry is listening. Estimates suggest the sleep tourism market could balloon by over $400 billion between 2023 and 2028.
The Science Behind the Trend
The travel sleep market draws inspiration from the wellness sector, emphasizing the growing body of research on quality rest. There are two key focuses: general rest and wellness, and combating jet lag after those dreaded long-haul flights. Crossing time zones triggers the ultimate sleep disruptor: jet lag. It's biology, not a lifestyle choice like Taylor Swift might suggest.
The link between sleep deprivation and mental health concerns comes as no surprise. Doctors are also learning that chronic sleep problems can increase risks for serious conditions like dementia, heart disease, obesity, and various cancers.
Jet Lag and the Quest for Sleep
Let's talk about jet lag. Consider this scenario: you've booked that dreaded six-hour red-eye from San Francisco, departing at 10 p.m. PT and touching down in New York at 7 a.m. ET. After enduring the full airport ordeal, you stumble off the plane into the early morning sunshine. However, your body clock insists it's 3 a.m. You've got a big meeting at 1 p.m., and a wave of nausea washes over you.
You soldier through the work day, then collapse into your hotel bed, craving those sweet Z's. Instead, wide-eyed and exhausted, you toss and turn all night. If this hits close to home, you're not alone. Thankfully, sleep researchers think they've discovered a way to make this travel nightmare a thing of the past. By understanding the complex network of internal clocks that make up our circadian rhythm, they aim to slash the time it takes to adjust to a new time zone.
Timeshifter, a mobile app designed specifically for long-haul travelers, is at the forefront of this mission. The app collects detailed personal information and flight itineraries, creating customized sleep plans. These plans consider factors like your unique sleep patterns and complex layovers, all with the goal of realigning your body's various circadian rhythms.
Image Credit - CNET
Circadian Science and Jet Lag: Personalised Solutions for Business Travellers
"Business travelers often make that monthly trip to Europe or China," explains Beyer-Clausen. "For optimal sleep, you need to be fully aligned with the new time zone. Otherwise, your internal clock will keep hitting you with tiredness during the day and wakefulness at night."
According to Timeshifter, controlling your exposure to light and darkness has the biggest impact on jet lag – far more significant than those in-flight hydration tips or fancy exercise routines. The app guides you with notifications, telling you when to seek sunlight, embrace darkness, manage caffeine intake, and even when it might be helpful to use melatonin.
"The problems of jet lag can't be solved with generic 'one-size-fits-all' advice," says Steven Lockley, Harvard Medical School professor and Chief Scientist at Timeshifter. "Every traveler and every trip is unique, demanding a personalized solution that considers your specific sleep habits, chronotype, journey details, and individual preferences."
Even elite athletes, corporate executives, and astronauts rely on this circadian science for quality rest in extreme situations.
Luxury Sleep Havens
Then there's Equinox Hotels, where the entire premise revolves around helping guests achieve the ultimate slumber. Of course, this level of luxury comes with a hefty price tag – think nearly $1,000 per night for a basic room.
For that investment, you're pampered with cutting-edge sleep technology. Rooms boast all the essentials like air filtration, blackout blinds, and soundproofing. But the hotel goes further with its "Art + Science of Sleep'' program, offering curated meals, meditations, and even melatonin-infused patches. Their spa menu features seemingly miraculous treatments. Plunges in cryotherapy chambers and stints in infrared saunas all promise to boost deep sleep by lowering cortisol and stimulating blood flow.
Equinox Hotels is even branching into the events business. In June, they're launching a two-day sleep symposium for travel professionals to delve into the latest sleep science and tourism trends.
While their IV drips for instant jet lag relief make me squeamish, Equinox Hotels CEO Chris Norton insists I try the full experience before judging it. With a mix of skepticism and journalistic curiosity, I've booked a stay.
My Sleep Experiment
To set a baseline for my upcoming Equinox extravaganza, and in the spirit of this highly unscientific experiment, I dug up my old Fitbit. In the days leading up to my stay, I dutifully tracked my sleep metrics.
Monday's score? A mediocre 77. Tuesday was worse: 69. Wednesday bumped back up to 71, and Thursday held steady at 77. Fitbit considers scores between 60-79 as merely "fair."
By Friday, I was buzzing with anticipation to see if the full Equinox experience could boost my score into the coveted "excellent" range.
Sleep on Demand
My day at Equinox began with a breakfast meeting with CEO Norton. Over fresh fruit and flaxseed pancakes, we delved into life, sleep, and the hotel's meticulous attention to detail.
Each room features two separate duvets side-by-side, ensuring no mid-sleep cover-stealing battles. Safety lights won't disrupt slumber with their glare. Best of all, there's a simple bedside panel that turns off all lights, adjusts the room to an ideal 66 degrees, and closes the blackout blinds in one go.
It was around 11:30 p.m. when I finally surrendered to the plush bed under that perfectly weighted duvet. Whether it was my afternoon magnesium IV drip, the infrared sauna session, or the comfort of the seaweed-infused mattress, I can't deny it: I slept like a rock.
Sleep Tourism for the Masses
It seems Gen Z has declared quality sleep "trendy," and they're prepared to pay for the privilege – a fact travel businesses have keenly noted. Skift Research found that this generation is the most focused on prioritizing sleep. Hotels and other providers are now scrambling to offer amenities and experiences tailored to rest.
At the Park Hyatt New York, you'll find AI-powered beds that adjust to your pressure points, along with oil diffusers and curated sleep literature. The Benjamin Royal offers white noise machines, nap kits, and an extensive pillow menu with a whopping ten choices. Even Aman resorts boast cryotherapy sessions, water therapy circuits, and traditional Chinese medicine treatments designed to optimize sleep. Time Out New York even has a dedicated list of "The Best Sleep Retreats in the U.S.", proving this is no passing fad.
Airlines and Sleep Innovations: Enhancing Comfort at 30,000 Feet
Airlines aren't missing out either. They're finding creative ways to maximize passenger comfort on those long flights. Air New Zealand will soon roll out "SkyNest," a sort of timeshare concept for their economy seats. Travelers can book four-hour blocks in dedicated sleeping pods, similar to what flight crews already use. American Airlines is launching a new amenities program focusing entirely on restful in-flight experiences. And who knew a $150 neck pillow would become a travel must-have? The Pluto Pillow 2.0 promises comfy sleep even in those cramped economy seats.
Before I left Equinox, I explored their online sleep shop. If I wanted to recreate my luxurious stay at home, their entire sleep system – bed, mattress, linens, the works – would set me back around $12,000.
That trip was just a quick subway ride within New York. Still, jet lag is a beast, and Timeshifter's Beyer-Clausen reminds road warriors that "the finest mattress and pillows won't help if you're ignoring circadian science." That's something to keep in mind as I prepare for my upcoming trip to Los Angeles for a Skift conference.
My Sleep Experiment Results
Remember my Fitbit sleep scores? Pre-Equinox, I hovered in the "fair" zone. But after my luxurious night of sleep science pampering? My score jumped to 89, well within the "excellent" range. Coincidence? Maybe. However, I also felt remarkably well-rested the next day, which is the real goal after all. Whether it was the science-backed treatments, the power of suggestion, or that astronomical price tag motivating me, my unscientific experiment yielded positive results.
It's important to note that sleep tourism, much like the broader wellness industry, doesn't offer miracle cures. If you have chronic sleep issues, medical advice from a qualified professional is essential.
However, this growing trend highlights a welcome shift. Sleep is finally getting the respect it deserves, and the travel industry is adapting to the demand for experiences built around rest and rejuvenation. Now, if you'll excuse me, this exhausted travel writer needs a nap!
Image Credit - Mint Lounge
The Sleep Tourism Boom – Beyond Luxury and Jet Lag
While luxury hotels and science-backed apps grab headlines, the appeal of sleep tourism extends far beyond business travelers and those with deep pockets. The desire for a good night's rest is universal, and the travel industry is finding creative ways to cater to a broader audience.
Take sleep retreats, for example. These dedicated getaways offer a holistic approach to relaxation. Nestled in serene settings, often surrounded by nature, they provide a respite from the buzz of daily life. Think guided meditations, yoga classes, nutritious meals designed to promote sleep, and strict "digital detox" policies. No frantic emails or doom-scrolling allowed! Instead, guests are encouraged to reconnect with their natural sleep cycles and rediscover the joy of sinking into a deep, undisturbed slumber.
For those seeking something more adventurous, there's even the trend of "sleep hiking." These multi-day excursions combine scenic hikes with nights spent under the stars. The gentle physical exertion, fresh air, and exposure to natural light help regulate circadian rhythms. Plus, sleeping in the great outdoors offers a unique sense of freedom and connection with nature, fostering a deep sense of calm.
Sleep-focused tourism isn't just about fancy hotels or remote retreats. Even simple changes at the destination level can make a difference. Some airports are introducing designated "nap zones" with dim lighting and comfortable seating. Certain destinations now offer "quiet hours," encouraging businesses to operate on a modified schedule and minimize potential noise disruptions for visitors seeking rest.
The concept is even trickling down to the way we plan our itineraries. The traditional jam-packed sightseeing schedule might be getting a makeover. Instead of racing from one attraction to the next, there's a growing interest in "slow travel." This approach prioritizes quality over quantity, allowing ample time for rest and leisurely exploration.
The Potential Impact on Local Communities
As the sleep tourism market expands, it's important to consider how this trend could impact local communities. Done thoughtfully, it has the potential to benefit destinations in several ways.
Firstly, sleep tourism can help diversify a destination's offerings. Instead of relying solely on traditional attractions, focusing on rest and wellness can attract a new segment of travelers seeking a different kind of experience. This can make a destination more resilient and less susceptible to shifts in travel trends.
Further, sleep tourism often aligns with sustainable and eco-conscious practices. Retreats built with natural materials, locally sourced menus, and emphasis on reducing light pollution all contribute to a more responsible way of traveling. These practices can help preserve the environment and support local economies in a meaningful way.
Of course, there's always the risk of well-intentioned trends being exploited for profit without genuine regard for either travelers or locals. It's crucial that communities develop sleep tourism initiatives in a way that benefits both visitors and the people who call those destinations home.
A Well-Rested Future?
Whether you're a weary business traveler, a stressed-out parent, or simply someone who craves more restful nights, the rise of sleep tourism offers something promising. It acknowledges that sleep is crucial for our well-being – and presents an opportunity to invest in that well-being while exploring the world.
Of course, fancy hotels and high-tech apps aren't prerequisites for a good night's sleep. Often, simple changes like establishing a consistent bedtime routine, limiting screen time before bed, and creating a relaxing sleep environment at home can make a world of difference. Yet, the growth of sleep tourism serves as a reminder. We're finally taking the importance of sleep seriously. And as someone who often struggles with it, that brings a sense of relief as deep and satisfying as a full eight hours of uninterrupted slumber.
Conclusion – To Sleep, Perchance to Travel
While "sleep tourism" might feel like a modern concept, the idea of seeking rejuvenation through travel dates back centuries. Ancient Romans flocked to thermal baths, seeking relief from various ailments and the stresses of daily life. Medieval pilgrims undertook arduous journeys to sacred sites, fueled by both faith and the promise of spiritual renewal. Our ancestors intuitively understood the value of breaking away from routines to reset and recharge.
Yet, our modern, fast-paced lives often prioritize productivity above all else. Sleep, for many, became an inconvenient necessity – easily sacrificed in pursuit of career goals, social engagements, or endless distractions. The rise of sleep tourism signals a long-overdue shift in this mindset. It's a recognition that rest is not a luxury but a fundamental necessity for our physical, mental, and emotional well-being.
Of course, skepticism is healthy, especially when industries start monetizing our most basic needs. Will every hotel slap a "sleep-certified" label on its pillows? Will we see a surge in questionable gadgets promising miraculous slumber for a hefty price? It's possible. It's crucial to approach new trends with a discerning eye, separating genuine innovation from empty marketing jargon.
The Rise of Sleep Tourism: Prioritising Well-being on the Road
That said, the growing focus on sleep in the travel industry presents a unique opportunity. It allows us to be more intentional about how we travel and how we prioritize our well-being on the road. Maybe sleep tourism will inspire us to ditch those jam-packed itineraries in favor of slower, more mindful experiences. Perhaps it will encourage us to seek out destinations known for tranquility, where the loudest noises are the chirping of birds or the gentle lapping of waves.
Ultimately, the true goal of sleep tourism shouldn't be about booking the most expensive sleep retreat or meticulously following a jet-lag app. Instead, it should serve as a catalyst. It should inspire us to reevaluate our relationship with sleep in our daily lives. To create routines that honor our need for rest. To recognize that investing in sleep is an investment in ourselves.
Whether it's through a luxurious escape, a carefully planned itinerary, or simply establishing healthier sleep habits at home – the potential rewards are undeniable. More energy, improved mood, sharper focus, and a greater sense of overall well-being. What could be a better travel souvenir than that?
A Final Note: The Importance of Accessibility
As the sleep tourism market matures, it's essential to prioritize accessibility. Sleep deprivation disproportionately impacts marginalized communities. Factors like economic pressures, increased shift work, and lack of access to quality healthcare create additional barriers to healthy sleep patterns. Responsible development in this sector must include options across a range of price points and prioritize outreach to communities who would benefit the most from improved sleep.
Rest is a human right, not a luxury. The growing interest in sleep tourism offers a chance for the industry to play a positive role. By making restful experiences accessible and promoting an understanding of the vital importance of sleep, the travel industry can help create a healthier, more well-rested world for everyone. Now that's something worth dreaming about.
