Sleep Tourism: When Travel Meets Rest

Sleep tourism is a relatively new trend that has gained momentum in recent years. Vacations have always been about adventure, exploration, and new experiences, but more and more people are now taking trips to relax and recharge. Sleep tourism capitalizes on the growing awareness of wellness, mental health, and the importance of good sleep in a world that is becoming increasingly stressful.

What is sleep tourism?

Sleep tourism offers a unique travel experience, where individuals journey to destinations specifically designed to enhance their sleep quality. These destinations provide not just a place to stay, but a range of activities and packages that prioritize relaxation, quiet, and scientifically designed features. It's a journey where the destination is not just a place, but an experience of deep, uninterrupted sleep. In response to this demand, hotels and resorts have begun offering special "sleep packages" that include features such as soundproofed rooms, hypoallergenic bedding, and circadian rhythm lighting, as well as aromatherapy menus and one-on-one sleep consultations with wellness experts.

Some places where people go to sleep tourism

• Park Hyatt New York, USA: Introduced the "Bryte Restorative Sleep Suite," which has AI-powered beds that move with your body to make sure you get deep, uninterrupted sleep. These beds are equipped with advanced sensors and technology that adjust the bed's position and firmness in response to the sleeper's movements, ensuring a restful night's sleep.

  
  

• Zedwell Hotel in London: This hotel is dedicated to providing a restful sleep experience. Its "cocoon" rooms have no windows and are soundproofed to make sure guests are as calm as possible.

  
  

• Six Senses Hotels & Resorts has sleep wellness programs that include consultations with sleep doctors, wearable monitoring devices, and holistic treatments. These programs are designed to address various aspects of sleep, from understanding the individual's sleep patterns to providing personalized treatments for better sleep quality.

  
  

• Hästens Sleep Spa in Coimbra, Portugal: Guests can try Hästens luxury beds, which are known for being some of the most comfortable in the world, while relaxing in peaceful rooms.

  
  

• Shangri-La in Singapore has pillow menus, blackout blinds, and relaxing spa treatments for travelers who want to get some good rest.

Why is the number of sleep tourists going up

There are several reasons why sleep tourism is on the rise:

1. Post-pandemic burnout: After COVID-19, a lot of people learned how important health and well-being are, and they stopped caring about seeing new places and started caring about taking care of themselves.

2. The rise of wellness travel: Overall, wellness tourism is expected to grow a lot, and sleep is one of its most essential parts.

3. Stress in cities and technology: People want to "switch off" and recharge because they spend so much time in front of screens and have busy work lives.

The Future of Hospitality and Sleep Tourism

Sleep tourism is not just a passing trend for the hospitality industry. It's a beacon of the future, highlighting a growing niche where hotels, resorts, and travel companies can differentiate themselves by meeting the needs of wellness enthusiasts. By combining scientific research, wellness expertise, and premium services, brands can attract a new segment of travelers who are more informed and discerning. This future is not just promising, but also exciting and full of opportunities.

At Raffles Jakarta, we see these trends as part of the changing world of tourism. That's why our Tourism and Hospitality Management program focuses on both traditional service excellence and innovative concepts such as wellness travel, sleep tourism, and sustainable tourism. Our students learn how to create new guest experiences, run businesses that can adapt to changing market needs, and develop tourism products that benefit both companies and customers.

Arman POUREISA

Marketing Manager

Business Management Lecturer

Raffles Jakarta

References

Business Traveller. (2023, February 6). Hotel launches dedicated sleep tourism package. https://www.businesstraveller.com

Global Wellness Institute. (2022). Global wellness tourism economy report. https://globalwellnessinstitute.org

Grierson, J. (2023, February 4). ‘Sleep tourism’ becomes big business as weary workers seek rest on holiday. The Guardian. https://www.theguardian.com

Luxury London. (2022, July 13). Zedwell: The London hotel built for sleep. https://luxurylondon.co.uk

Smith, M., & Puczkó, L. (2022). Wellness tourism: A global perspective. Routledge.