There is one growing wellness trend that is near and dear to my heart. It’s sleep tourism. Some people believe this is the antithesis or a vacation, but for many executives, this is exactly what the doctor ordered. It’s exactly what it sounds like, as well – travel specifically designed around getting quality sleep. That may be counter-intuitive for fussy sleepers but it may be just what you need, too. In 2022, Wellness Tourism has already reached a staggering $651 billion dollars and is expected to grow annually by almost 17%, so these numbers are bigger than a trend. While the concept might seem obvious, the science and technology behind it are anything but basic. Learn more this week about the rise of sleep tourism and why it may be the vacation you didn’t know you needed.
The rise of sleep-focused travel
Sleep tourism isn’t new – people have been visiting spa towns for rest and recovery for centuries. This is partly why the rise of sleep tourism isn’t surprising. While these started in Europe, they are ubiquitous worldwide. However, things have changed a bit because now we use a science-based approach backed by research. One might argue that we don’t need a study to prove that people are chronically unrested these days, but we are also a people that loves some data. Modern sleep tourism combines environmental design, chronobiology (a fancy word for the science of your body clock and circadian rhythms), and evidence-based relaxation techniques.
The numbers are pretty compelling and show that things are only growing. For example, the wellness tourism market reached $650 billion in 2022, and is expected to nearly double to $1.12 trillion by 2025. This growth aligns with increasing recognition of sleep’s role in overall health outcomes.
Why executives are paying attention
Recent research from Mercer shows over 80% of employees are at risk of burnout and that can spell big trouble for organizations on many fronts, and Deloitte shows that 53% of managers report being burned out at work. Not only the lost productivity when people are out of work, but increased medical costs, as well. Most of all, the damage done to personal health when people are burnt out. Just ask anyone that has ever been diagnosed with Karoshi. Not to mention, the numerous studies available showing the decrease of executive function, with lack of sleep. The data is sobering and impossible to ignore, frankly.
Who’s leading the science of sleep tourism
Instead of fixing the root problem, we are solving for the symptoms, but this is one analgesic I can get on board with. Major hospitality brands are following the trends and partnering with sleep scientists to create evidence-based programs. Hospitality is meeting science to encourage the rise of sleep tourism. Brands like IHG, Four Seasons, and Canyon Ranch are all getting on board with this trend and offering innumerable options to get a bit of quality shut-eye.
Here are a few around the world that are leading the charge:
Hästens Sleep Spa Hotel (Coimbra, Portugal)
– Features the Vividus mattress, priced at $500,000 (Hästens, 2024). This thing is literally the Birkin bag in mattress form.
– Why the hell is a mattress $500,000 you ask? Well, each mattress requires:
– 350 hours of hand-crafting
– Hand-braided horsehair (processed four times). These hairs are braided and unbraided 4 times for the “right amount of wave,” which evidently means you better sleep like you’re a modern day sleeping beauty, without all the nonconsensual kissing.
– Individually sewn spring pockets
– Master craftspeople with 20+ years experience
– Room rates: For the bargain price of $1,200-2,500/night
Six Senses Hotels Sleep Program
Base package: $2,000/3 nights
– Developed with Dr. Michael Breus, PhD, Clinical Psychologist
– Includes:
– Sleep tracking technology
– Specialist consultation
– Personalized program
– Research shows 60% of participants improve sleep scores by 25% after three nights
Canyon Ranch Sleep Program
Starting at $1,800/night
– Partnership with Dr. Rebecca Robbins, Harvard Medical School
– Program features:
– Sleep diagnostic testing
– Behavioral coaching
– Environmental optimization
– Clinical results show 30% reduction in sleep latency and 50% reduction in night-time wakefulness
– They even have an insomnia program, so they are serious about getting you in bed.
Equinox Hotels
– “Dark, Quiet, Cool” rooms based on sleep lab research
– Prices starting at $1,600 per night and up depending on the types of services you add
– Features:
– 32-decibel noise reduction
– Precision temperature control (65°F)
– Complete blackout systems
– Independent studies show 62% more deep sleep compared to home environment
What makes these programs worth the investment
Obviously, these programs are not for everyone and they are out of reach for most, but if you are looking to experience one of these magical sleep stays, here are a few things the best programs include:
- Sleep specialist consultations (actual healthcare providers)
- Environmental controls based on sleep science
- Nutritionist-designed meals timed for optimal rest
- Light therapy aligned with circadian rhythms
- Evidence-based relaxation protocols
Beyond the hype: what actually works
It’s easy to see why the rise of sleep tourism is so appealing, but is it effective? As evidenced by the per-night prices, hotels are betting big on exhausted travelers, but some studies report up to:
- 27% improvement in sleep quality
- 31% reduction in daytime fatigue
- Sustained benefits for up to 4 months post-visit
This data was gathered by hotels and their corresponding medical practitioners, so we need more time to study the longer term impacts of sleep tourism, but it does show promise. It’s definitely showing a positive ROI, so in the world of capitalism, it’s working.
Ready to book?
If you’re convinced and ready to book your trip, here are some things to consider before clicking “book”:
- Research the program’s medical credentials
- Look for evidence-based approaches
- Plan for at least 3-4 nights
- Check if they provide post-stay support
- Verify their environmental controls
While luxury sleep tourism can provide an excellent reset, sustainable wellness requires understanding how sleep fits into your overall health picture. More importantly, you cannot fix a sleep deficit in a couple days nor can you go “back to normal” and not expect the poor health outcomes to follow. As a wellbeing coach who works executives on the brink of burnout, I help people develop realistic strategies for better health outcomes, including sleep quality.
Want to explore how to optimize your rest and recovery, whether you’re traveling or at home? Let’s talk about creating a personalized approach that works with your schedule and goals. Not ready to hit that book button? Don’t worry. You can find lots of resources on Wellspiration or on my personal Substack, where I share my own personal stories.
Note: Program prices mentioned are approximate and change frequently. Check directly with properties for current rates.