A small but definite trend in tourism is that more tourists are taking vacations to just sleep. You got that right. In a sleep-deprived world, where one-third of adults report poor and inadequate sleep, more people are stepping away from homes and work to just get some shut-eye.
According to Skyscanner’s Travel Trends 2024 Report, 85 per cent of Indian travellers are now more mindful of their sleep, with 20 per cent even considering sleep as one of the main activities for their next holiday. The global market for sleep tourism was estimated at $74.54 billion in 2024, though hard figures are difficult to record just yet.
Another 2024 report by HTF Market Intelligence found the worldwide sector is worth more than $690 billion and is expected to grow by another $400 billion between 2024 and 2028.
Think of sleep tourism as travel to prioritise rest and relaxation over the hustle of conventional sightseeing and packed itineraries. But it is not just about crashing into a hotel bed, it is about customisations that help you sleep well.
Many hotels are already doing that.
Harish Gopalakrishnan, General Manager at The Westin Goa said that breakfast timings were extended to allow guests to ease into their mornings. This is in addition to the usual offerings—chamomile tea, lavender balm and signature bed and bath amenities. He said there was a growing shift to ‘wellness-driven travel’ among many different groups—professionals, wellness enthusiasts and couples.
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Prashant Chadha, the General Manager at the Courtyard by Marriott, Ahmedabad said that guests were housed on silent floors- those which have the least movement. Here all services are available when guests request them, thus there is no rush for housekeeping or turn down services. Guests can also avail of 24x7 breakfast menus and ask for customized sleep amenities consisting of sleep-inducing fruits/food, ear plugs and soothing foot rituals or beverages. He sees growth mostly through word of mouth unless awareness of the tangible benefits of such vacations is actively promoted. That could take some time, given that sleep pods at airports are still not fully utilised.
Netendra Chattopadhyay, Assistant Manager, Marketing Communications at The Westin Resort and Spa, Himalayas said that guests could choose their pillows and bedding for maximum comfort. Essential oil sprays and eye masks are made available in addition to a host of ayurvedic treatments. Matcha-chocolate drinks were made available as a bedtime treat rich in antioxidants.
He said that the concept of sleep tourism had gained significant traction in the past five years, especially post-pandemic. The primary demographics opting for this experience, as per him, are wellness seekers, high-performing professionals, digital nomads, and urban dwellers.