Sleep tourism has become a crucial component of wellness travel as more people prioritise rest and rejuvenation. From meditation retreats to smart mattresses and sleep coaches, people are willing to pay a premium for better sleep. This is because sleep is a fundamental pillar of overall health, but many adults do not get enough sleep, and millions suffer from chronic sleep disorders.
Post-COVID, personal wellbeing has become a priority, and sleep is now a major focus for many people, even when traveling. To cater to this demand, hotels are offering a range of sleep-enhancing technologies and services, such as sleep concierges, guided hypnosis, and sleep-focused retreats. Some hotels, such as Zedwell in London and Hästens Sleep Spa Hotel in Portugal, offer electronic-free rooms with purified air, gentle lighting, and pillow menus.
Digital content producers like Calm, Headspace, and Peloton have also partnered with airlines to provide sleep meditations and breathwork. Health optimisation platforms like Fount are releasing digital therapeutics that use customised sleep, diet, and light exposure recommendations to combat jet lag.
Sleep optimisation is becoming a microcosm of the larger wellness industry, and hospitality brands are offering exclusive wellness packages that include sleep-enhancing amenities.