More and More People Are Choosing to Go on Vacation for One Reason Only: Going to Sleep

People choose to go on vacation for a variety of reasons. Some travel to explore new cultures, admire landscapes and museums, and enjoy delicious food. Others prefer to relax on the beach, ski, or practice foreign languages. There are plenty of reasons to take a break away from home. However, traveling primarily for the purpose of sleeping is less common–or at least it was until now.

In a hyper-stressed society, an increasing number of travelers (and businesses) are opting for a new form of disconnection known as “sleep tourism.”

Sleeping: a pending task. Many people struggle to get the quality rest they need. According to data collected by the Centers for Disease Control and Prevention, 36.8% of American adults didn’t get enough sleep in 2022. This trend has remained stable over the past decade, with the percentage being even higher (39%) for adults ages 45 to 64.

On a global scale, the World Sleep Society estimates that at least 45% of the population will face a serious sleep disorder at some point in their lives.

What is the purpose of travel? While the question may seem straightforward, there’s no single right answer. Some individuals plan trips that are packed with visits, excursions, meals, and activities. They often sacrifice sleep to fit everything in. However, others prioritize rest. In fact, for some travelers, sleep isn’t merely a bonus but a central objective–if not the primary reason–for their trip.

Pitchup.com, an outdoor lodging booking platform, recently reported a 55% increase in the mentions of “sleep” in customer reviews throughout 2023. This is just one of many indicators suggesting that more people are beginning to value quality sleep during their travels. Notably, the industry is ready to respond to this growing demand.

Sleep tourism. A unique travel trend has recently emerged centered around rest and quality sleep. Instead of just hotels boasting quiet neighborhoods or extensive pillow offerings, specific travel packages designed to enhance visitors’ sleep quality are on the rise. These packages often include tailored treatments, specialist consultations, and innovative technology.

This trend has been coined “sleep tourism.” It represents a niche market where businesses and destinations see an opportunity to stand out and participate in a growing market. A recent study predicts that this sector will grow at a compound annual growth rate of 7.8% up to 2031, generating substantial revenue.

So, what is sleep tourism all about? The options are broad, much like any other niche within the expanding and competitive tourism industry. Travelers interested in sleep tourism can choose from experiences like Room to Dream packages focused on sleep quality at wellness clinics. They can also opt for week-long programs featuring therapists, spa circuits, sea salt baths, vibration massages, and more.

In addition, campsites and lodgings in natural settings are promoting the benefits of sleeping under the stars, all aimed at promoting rest and relaxation. The goal is to support customers in enhancing their sleep and, in some cases, identifying their sleep issues to help them learn how to sleep better.

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The role of AI. In March 2024, The New York Times reported on accommodations that have gone even further by incorporating AI-assisted beds and mattresses that connect to smartphones. These hotels also offer on-call hypnotherapists and heat and vibration masks. They even have specialized chambers designed to eliminate external distractions such as TVs, phones, and windows. However, these high-tech options come at a cost, with some facilities charging more than $1,700 for a single night.

Supply and demand. Businesses and destinations have recognized sleep tourism as a way to differentiate themselves in the industry. As hotels compete with platforms like Airbnb, many are exploring ways to offer services and amenities that focus on achieving a good night’s sleep.

The “earlier paradigm of vacation” heavily centered around daytime activities. However, that’s gradually shifting. This change benefits destinations that have previously been overlooked due to their isolation and limited activities. Sweden serves as a prime example, with its sparsely populated areas, frigid temperatures, and long nights. The Swedish secluded cabins are gaining newfound appeal for those seeking rest.

A shift in focus. “The abundance of accessible nature and large areas of peaceful wilderness, combined with dark nights, cool temperatures and a cultural emphasis on relaxation, makes Sweden an ideal location for sleep tourism,” researcher Christian Benedict told the BBC. Tourists can stay in small cabins that overlook one of the country’s lakes. Rooms feature only a bed, a chair, and a bedside table. There’s no TV, radio, or other distractions to detract from the main goal: resting.

This approach contrasts with hotels and facilities in countries such as the United Kingdom, Thailand, or the Maldives. However, it also aims to establish a niche within the flourishing sleep tourism market.

Image | Vu Thu Giang

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