Don’t snooze on the booming business of sleep tourism

You’re getting sleepy, very sleepy — now check into a hotel.

Everyone’s tired these days.

A bed with white sheets and cartoon moons, stars, clouds, and Z’s over it.

One in three adults don’t get enough sleep, and 50m-70m Americans have chronic sleep disorders.

And it’s fueling a thriving sleep tourism industry, which is expected to grow by ~8% — more than $400B — between 2023 and 2028.

Now, the hospitality industry is embracing sleep as the main event for tourists rather than an afterthought, per The New York Times.

  • The Carillon Miami Wellness Resort has a Bryte bed — a ~$6.3k AI-assisted mattress with smartphone connectivity — in each of its 150 rooms.
  • The Beatrice in Rhode Island offers a Sleep Wellness package starting at $419 a night that includes Therabody SmartGoggles, mocktails, and herbal teas.
  • The Park Hyatt New York has five sleep suites with Bryte beds, starting at $1k+ a night.

Hotels catering to better sleep isn’t new — the Westin introduced the Heavenly Bed in 1999, and blackout curtains and white noise machines have become hotel staples — but it’s reaching new heights.

Next-level sleep

Today’s sleep tourism industry isn’t just a couple of extra gadgets, it’s a whole new way to travel.

Hotels are offering retreats and experiences dedicated to sleep:

  • The Carillon has a five-treatment spa circuit promoting good sleep and a ~$2.6k Sleep Well retreat.
  • Canyon Ranch offers a five-night Mastering Sleep Retreat with doctors, dieticians, and spiritual providers; this year’s is $8.8k per person.
  • Cocooning lets travelers tuck away into dark rooms void of screens or distractions. London’s Beaumont hotel offers ROOM, a $1.78k-per-night suite promising total relaxation.

Some hotel brands are even employing sleep experts to help guests snooze. The Mandarin Oriental is partnering with hypnotherapist and sleep concierge Malminder Gill, and Hyatt launched a Sleep at Hyatt program in Australia and New Zealand with its sleep ambassador Nancy H. Rothstein.

The trend isn’t surprising given recent data — more people than ever are looking for R & R and “slow” travel.

Finally, a vacation where you don’t come home in need of another vacation.

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