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The emerging trend of sleep tourism is shifting the travel industry’s landscape, as the focus on wellness, relaxation, and quality rest gains momentum.
The Emergence of Sleep Tourism
Sleep tourism refers to holidays designed to promote quality sleep. This concept might involve booking a hotel that offers services such as a pillow menu or staying at a dedicated sleep retreat. Amidst our fast-paced world, more people seek restorative travel experiences prioritizing wellbeing.
Data from McKinsey reveals that 73% of UK consumers consider wellbeing a top priority, impacting travel choices. ABTA’s Holiday Habits survey shows that wellbeing holidays are growing in popularity, with 9% of package holiday makers choosing such a break.
Interestingly, 43% of people considering wellness-focused trips want to improve their sleep quality during their holiday. The sleep tourism trend has emerged from the desire to escape the stresses of everyday life. A 2024 survey found that 63% of UK residents experience stress at least weekly, up from 33% in 2018.
The Appeal of Sleep Tourism
Sleep tourism attracts travelers seeking more than a room for the night. Accommodations prioritizing sleep with amenities like spa experiences and carefully designed environments for relaxation are gaining popularity.
However, not everyone gets the necessary rest during their holidays. A survey found that only 33% were happy with their sleep during their last trip, and sleep quality affects their choice of accommodation for future visits.
The sleep tourism industry is expected to grow by over $400 billion between 2023 and 2028, a nearly 8% increase. The wellness travel industry, more broadly, is worth $814 billion and continues to grow.
Elements of Sleep-Focused Amenities
Hotels and retreats offer sleep-focused amenities, such as smart beds and mattresses, pillow menus, sleep masks, and smart lighting. Additionally, some hotels offer aromatherapy diffusers that release soothing scents and calming teas.
Relaxation Techniques and Off-grid Holidays
Hotels also offer sleep-focused spa treatments, activities, and services for visitors. These services include massages, reflexology, yoga classes, and guided meditation. Some hotels even offer the services of a sleep hypnotist for guests struggling to sleep.
An off-grid holiday, where individuals disconnect from technology, provides an opportunity to de-stress and restore a natural sleep cycle. These holidays are increasing in popularity as more individuals seek to disconnect from the digital world and reconnect with themselves.
Top Destinations for Sleep Tourism
From the serene landscapes of Bern, Switzerland, and Lake Como, Italy, to the bustling cities of London, UK, and New York, US, several destinations cater to enhancing sleep experiences. Other sleep tourism hotspots include Hoi An, Vietnam; Rome, Italy; Santorini, Greece; Tallinn, Estonia; and Luxembourg.
Is Sleep Tourism Right for You?
Whether sleep tourism is the right choice depends on an individual’s travel preferences. Those who usually spend their holidays exploring and staying out late might not find this trend appealing unless they desire a complete change of pace. However, those who enjoy relaxing holidays might find that sleep tourism takes their trip to the next level.
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