This trend has skyrocketed since the Covid-19 pandemic, and many hospitality establishments have focused on developing infrastructure to meet this demand, specifically geared towards serving the sleep-deprived. In the past 12 months, the Park Hyatt New York has launched the Bryte Restorative Sleep Suite, a 800-square-foot suite with sleep-enhancing amenities, while Rosewood Hotels & Resorts recently launched the Alchemy of Sleep program, designed to “promote restfulness.”
Zedwell, London's first sleep-focused hotel, which features rooms equipped with innovative soundproofing, opened in early 2020. And last year, Swedish bed maker Hästens opened Hästens Sleep Spa, a "sleep therapy" hotel in Coimbra, Portugal.
Impact of the pandemic
Answering the question of why sleep has suddenly become the focus of the tourism industry, Dr. Rebecca Robbins, sleep researcher and co-author of the book Sleep for Success!, believes this change has been happening for a long time, especially for hotels.
"In the beginning, people booked hotels to have a place to sleep, and then the hotel industry exploited other needs. Later, people often associated travel with luxury meals, sightseeing, many other things to do, and ultimately paying for sleep. But now, I think there has been a big shift in our awareness and priorities for physical and mental health," Ms. Robbins explained.
Post-pandemic makes people want a good night's sleep.
The Covid-19 pandemic is believed to have played a big role in this trend. A study published in the Journal of Clinical Sleep Medicine found that 40% of more than 2,500 adults reported a decrease in their sleep quality since the pandemic began. "Covid-19 has brought even more attention to sleep," says Dr. Robbins. "And the fact is, a lot of people are already struggling with insomnia."
Hypnotist, meditation and holistic therapist Malminder Gill has also noticed a shift in people's attitudes towards sleep.
"Sleep is an important aspect of our lives. Lack of sleep can cause many problems for your body and mental health such as fatigue, anxiety, depression, mood swings...".
Sleep care services are booming
Gill has partnered with the London hotel Cadogan to create a bespoke service for guests with sleep issues called Sleep Concierge, which includes a sleep meditation recording, a pillow menu tailored to each sleeping position, a weighted blanket option, sleep teas and a pillow mist.
“If you combine all of those things, you'll get better quality sleep,” says Gill.
Many hotels are offering sleep care services.
The sleep-focused itineraries offered by hotels and resorts vary depending on the approach. Luxury hotel brand Six Senses offers a range of 3-7 day sleep-inducing programmes at some of its locations, while Brown's in London's Mayfair recently launched Forte Winks, a special two-night experience designed to help guests "fall into a peaceful slumber".
“Sleep is so important and we’ve seen a rise in sleep travel, so we wanted to take the opportunity to showcase the hotel as a place that genuinely cares about your night’s rest,” explains Daniela Moore, PR Manager at Rocco Forte Hotel.
The effectiveness of the therapy
But can these short-term sleep-focused travel experiences actually have a lasting impact on people's sleep?
According to Dr. Robbins, travel experiences that revolve around “healthy sleep strategies” have many benefits, as long as hotels consult with reputable medical professionals.
Program helps predict mental illness.
“If a client participates in such a program and doesn't see any improvement, they may have a sleep disorder and need more intensive treatment,” she explains.
As sleep tourism continues to grow, Dr. Robbins expects more innovative, pioneering ideas to emerge in the field. She emphasizes that there are countless approaches that have yet to be fully explored when it comes to travel and sleep science.
“The concept that travel can actually rejuvenate you and you can come home refreshed is a really cool idea,” she added.
