The Rise of Sleep Tourism: Finding Rest and Rejuvenation on the Road

The Sleep Epidemic and the Quest for Quality Rest

From sunrise yoga to sleep tracker data, our morning social media feeds reveal a growing obsession: achieving a solid eight hours of sleep. In a world where 74% of UK adults report poor sleep, a good night's rest has become a coveted luxury. This desire for quality sleep, interwoven with the pursuit of wellbeing and travel, has birthed a new phenomenon: sleep tourism.

What is Sleep Tourism?

Sleep tourism is more than just high thread count sheets and fluffy pillows. It's a travel experience prioritizing sleep enhancement. Whether it's a week-long retreat dedicated to sleep techniques, a medically-supervised stay to diagnose and treat sleep disorders, or a relaxing break with sleep-inducing spa treatments, sleep tourism puts restorative rest at its core.

This booming sector is here to stay. A 2024 report by HTF Market Intelligence valued the global sleep tourism industry at over $690 billion (£544 billion), with projections to grow by an additional $400 billion (£315 billion) by 2028.

Why is Sleep Tourism Trending?

This growth reflects a broader shift towards holistic wellbeing. "People have focused on diet and fitness, but the next frontier is sleep," explains Charlie Morley, a sleep and dream expert who has collaborated with hotels like Nômade in Tulum and Kimpton Fitzroy in London on sleep programs. "Hotels recognize that travelers are using trips, away from work and family, to truly prioritize good sleep."

Experiencing Sleep Tourism: A Spectrum of Approaches

Sleep tourism offers diverse approaches. Medically-focused spas like SHA Wellness Clinic in Spain provide science-backed programs to address sleep issues. Dr. Vicente Mera, their sleep medicine specialist, tailors the Sleep Well package to individual needs, conducting thorough assessments and creating personalized treatment plans, from lifestyle changes to CPAP therapy.

"Our goal is to restore natural, restorative sleep and energy levels," explains Dr. Mera.

Many hotels are partnering with sleep experts. Longueville Manor in Jersey collaborates with sleep specialist Lydia Falle, while Post Ranch Inn in Big Sur works with renowned "Sleep Doctor" Michael Breus.

Others embrace holistic approaches. Soneva's Maldives resorts offer the Soneva Soul Sleep Programme, focusing on nervous system rebalancing through mindfulness, yoga, and personalized sleep rituals. Dr. Lilly-Marie Blecher of Soneva notes, "Guests crave a contrast to their chaotic, sleep-deprived environments."

Some hotels leverage ancient wisdom. Lefay Resort & Spa in Italy uses traditional Chinese medicine, while Santani Wellness Kandy in Sri Lanka integrates Ayurvedic sleep treatments.

The Future of Sleep Tourism: Technology and Innovation

Ironically, technology, often blamed for sleep disruption, is also fueling innovation in sleep tourism. Charlie Morley's Room To Dream package at the Kimpton Fitzroy utilizes VR and AI to facilitate lucid dreaming.

Morley predicts continued growth in the gamification of sleep, with smart beds measuring sleep quality. "Hotels will be able to back up their claims of a good night's sleep with solid data," he adds. For now, the quest for deep, restorative sleep remains a driving force behind travel choices.