Many people spend money on travel just to get a good night's sleep.

This trend has been skyrocketing since the Covid-19 pandemic, and as a result, many tourism establishments have focused on developing infrastructure to meet this demand, particularly targeting those suffering from sleep deprivation. In the past 12 months, the Park Hyatt New York has launched the Bryte Restorative Sleep Suite, a room size exceeding 80 square meters with comprehensive sleep-enhancing amenities, while Rosewood Hotels & Resorts recently introduced the Alchemy of Sleep program, designed to "promote rest."

Zedwell, London's first sleep-focused hotel with innovative soundproofed rooms, opened in early 2020. And last year, Swedish bed manufacturer Hästens established the Hästens Sleep Spa, a "sleep therapy" hotel in Coimbra, Portugal.

Impact of the pandemic

Answering the question of why sleep has suddenly become a focal point of the tourism industry, Dr. Rebecca Robbins, a sleep researcher and co-author of the book Sleep for Success!, believes this shift has been underway for a long time, especially for hotels.

"Initially, travelers booked hotels to have a place to sleep, then the hotel industry capitalized on other needs. Later, people often associated travel with luxurious meals, sightseeing, lots of other things to do, and ultimately, the price paid in sleep. But now, I think there has been a major shift in our perception and priorities regarding physical and mental health," Robbins explained.

The Covid-19 pandemic is believed to have played a significant role in this trend. A study published in the Journal of Clinical Sleep Medicine found that 40% of over 2,500 adult participants reported a decline in their sleep quality since the pandemic began. Dr. Robbins said, "Covid-19 has brought even more attention to sleep. And the reality is that a lot of people have been struggling with insomnia."

Hypnotist, meditation practitioner, and holistic therapist Malminder Gill has also observed a shift in people's attitudes toward sleep.

"Sleep is a vital aspect of our lives. Lack of sleep can cause many problems for your physical and mental health, such as fatigue, anxiety, depression, mood swings, etc."

Sleep-related services are booming.

Gill partnered with Cadogan, a London hotel, to create a special service for guests with sleep problems called Sleep Concierge. This service includes providing recorded sleep meditations, lists of pillows suitable for different sleeping positions, weight-based blanket options, sleep-enhancing teas, and pillow sprays.

"If you combine all of those things, you'll get a better quality sleep," Gill said.

Sleep-focused programs offered by hotels and resorts often vary depending on their approach. Luxury hotel brand Six Senses offers several 3-7 day sleep programs at some of its locations. Meanwhile, Brown's Hotel in Mayfair, London, recently launched Forte Winks to provide a unique two-night experience designed to help guests "fall into peaceful sleep."

Daniela Moore, PR Director of the Rocco Forte hotel, explains: "Sleep is very important, and we've noticed a growing trend of 'travel for sleep.' So we wanted to take this opportunity to showcase our hotel as a place that truly cares about your good night's sleep."

Effectiveness of the therapy

But can these short-term sleep-focused travel experiences actually have a long-term impact on people's sleep?

According to Dr. Robbins, a travel experience centered around a "healthy sleep strategy" offers many benefits, provided that hotels consult with reputable healthcare professionals.

"If clients participate in such programs and don't see progress, they may have a sleep disorder and need more intensive treatment," she explained.

As sleep tourism continues to evolve, Dr. Robbins anticipates even more pioneering and innovative ideas in the field. She emphasizes that there are countless unexplored approaches when it comes to travel and sleep science.

"The idea that travel can actually rejuvenate you and allow you to return home feeling refreshed is a really great one," she added.

Anh Thi