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In early 2020, the Zedwell Hotel opened in London. A new hotel opening might not be a big deal, especially if it’s in the heart of the hotel-filled British capital, but the hotel was a big deal at the time. That’s because it was the first hotel in London to focus solely on “sleep.” All it promised its guests and patrons was a comfortable and distinctive “sleep” experience.
The hotel has rooms equipped with innovative sound insulation, without windows so that sunlight does not penetrate you, so you sleep as if you are isolated in a completely silent cocoon. However, the hotel rooms do not sink into darkness, because comfortable lights of different colors and soothing are designed to gently prompt the mind to stop working and relax. The rooms also exude the scents of citrus and flowers that induce calm.
Does the idea of hotels offering all these enhancements just to make you sleep sound strange? Maybe not, if you know that there are many people who visit certain countries, hotels and resorts just for the desire to sleep, in what is known as “sleep tourism”.
Tourism for the purpose of sleeping only!
Sleep tourism is travel with the goal of getting the best possible sleep. The traveler here focuses on choosing a place that provides the necessary amenities to enhance the sleep process for the vacation.
Studies have shown that sleep problems can be considered a global epidemic that threatens the health and quality of life of up to 45% of the world’s population. It has been noted that about 35% of people have revealed that they do not feel that they are getting enough sleep. These people are looking to stabilize their circadian rhythms, so they do not mind traveling in order to obtain an environment that provides them with the maximum boosters that enable them to get good sleep. These are exactly like someone who travels in search of a cure for a health problem that is troubling them.
Increasing demand for sleep tourism
A report published on CNN in October 2022 explained that sleep tourism has been growing in popularity for several years, and the number of stays focused on sleeping in hotels and resorts around the world is constantly increasing. The same report explains that interest in sleep tourism has increased significantly after the outbreak of the novel coronavirus pandemic, Covid-19.
A 2021 study published in the Journal of Clinical Sleep Medicine found that 40% of more than 2,500 adults surveyed reported poorer sleep quality since the start of the pandemic, and a number of hotels and resorts have turned their attention to those suffering from sleep deprivation.
Rebecca Robbins, a sleep researcher and co-author of “Sleep for Success,” explains to CNN that the hotel industry has historically focused primarily on things that actually detract from sleep quality, which includes packing travelers' itineraries with activities from sunrise to sunset, when in reality, travelers book hotels to “have a place to sleep.”
Hotels have been focusing on providing great food, attractions and activities that travelers like to do while traveling, which has come at the expense of sleep, Robins adds. Robbins stresses that in the post-Covid era, there has been an increased focus on sleep, as many people suffer from insomnia and are unable to get good sleep.
Hotels have responded to the rise in sleep-focused travelers by upping their sleep offerings and even hiring sleep experts, Fortune reports. The sleep tourism market is set to grow nearly 8 percent and exceed $400 billion between 2023 and 2028, according to an analysis by HTF Market Intelligence. The site explains: Euro News During 2023, “sleep tourism” is becoming particularly popular, as travelers increasingly focus on getting a good night’s sleep during their vacations.
Finding innovative ways to enhance sleep
About a year after Zedwell opened, in 2021, Park Hyatt New York opened a suite called the Bryte Restorative Sleep Suite, a 900-square-foot suite that focuses primarily on providing amenities that promote sleep. Then, during the same year, hotels and suites followed, focusing on providing the same service, and diversifying their methods in different ways, such as offering a specific tea before bed that helps relax, or paying great attention to the quality of pillows or insulating sound in innovative ways.
The five-star BLESS Hotel Madrid, located in a charming area of the Spanish capital, also offers its guests the HOGO Bed Wellness experience, which is claimed to be scientifically guaranteed to “rejuvenate” the body while you sleep and restore vitality. The mattress is made of a patented silver and graphite mesh that protects against electromagnetic pollution and eliminates radiation build-up in the body. This is supposed to boost a person’s immune system and increase their melatonin levels, a hormone in the body that plays a pivotal role in the sleep process.
London’s Unplugged Cabins have come up with another way to boost sleep: a tech detox where guests completely abandon their digital devices in order to get a good night’s sleep. The cabins are a collection of eco-friendly cabins located across the UK. Upon arrival, guests are asked to leave all devices in a safe for 72 hours, then spend that time surrounded by nature, getting a good night’s sleep.
The world seems to be witnessing an unprecedented shift in how we value and value sleep, leading to the emergence of “sleep tourism” as a new trend in the hospitality industry. Sleeping is no longer just a side activity while traveling, but an end in itself. As interest in this type of tourism continues to grow, we can expect to see more innovations and technologies that seek to enhance the quality of sleep. This phenomenon reflects a radical shift in the way we think about health and well-being, where getting a good night’s sleep has become an essential part of the journey to a better life.
