In Search of the Perfect Night’s Sleep: The Rise in Sleep Tourism

The perfect night’s sleep is something we all wish for. There might be a variety of reasons why each of us is seeking it, ranging from being a new parent, to stress at work and just about everything keeping us from getting the ZZZs we seek.

More and more, we are finding it at a hotel, as the hospitality industry turns their attention to delivering the perfect night’s sleep. 

More than just a trend

While there have been many shifts in patterns in recent years, the focus on sleep has been growing for a long time and especially in regard to hotels, as noted by sleep researcher Dr Rebecca Robbins. 

While the hotel industry has often focused on delivering on activities, Robbins notes that “people often associate travel with decadent meals, extending their bed times, the attractions and the things you do while you're travelling, really almost at the cost of sleep. Now, I think there's just been a huge seismic shift in our collective awareness and prioritization on wellness and wellbeing.”

Creating calm 

Creating a calm space with minimal distractions is key to ensuring a restful night’s sleep. Sleep expert James Wilson notes that “sleep is the thing that your guests will talk about – in the morning you want them to say they slept well, not that the mattress was appalling.”

“When booking a room, inquire about features like light blocking blinds, soundproofing in the bedrooms and proximity to the elevator - understanding these design elements will help support your goals of achieving a restful night”, comments Assessor DH.

Going one step further than simply ensuring bedrooms are sleep havens, Bath’s Lucknam Park have sleep retreats on the itinerary which include meditation, hypnotherapy and even equine-assisted therapy to boost serotonin and melatonin levels, aid better sleep and bring about long-lasting changes to sleep habits. 

Fiona Lamb, hypnotherapist and designer of Lucknam Park’s sleep retreat programme, also advises that “bedrooms should be uncluttered and perhaps with soft music playing, while aromatherapy oils, relaxing sleep sprays and Epsom salts encourage guests to relax both body and mind.” 

Stay on track 

There's work to be done even when we are asleep. Six Senses launched their Sleep Wellness programme to help guests understand their sleep better. Their complimentary sleep analysis provides guests with tips to maintain good sleep habits when they return home. This coupled with exercise, culinary and other wellness offerings all help guests work out what works best to help wind down before bed. With the rise in popularity of sleep trackers, it’s likely this kind of experience will become more commonplace. 

A helping hand 

While travellers are increasingly looking to restore and revive, many hotels are looking to incorporate sleep into their everyday services. In London, Rocco Forte’s Brown’s Hotel launched Forte Winks with a curated sleep kit, The Langham’s impressive menu brings the spa into your room with traditional Chinese Medicine, while The Sleep Concierge service at The Cadogan includes sleep-inducing meditation recordings, weighted blankets and choice of pillows, sleepy teas and scented pillow mists. 

“As luxury hotels increase these curated services related to sleep and deploy a sleep-first approach, guests are on the positive end of achieving a more rested and satisfied trip” says Assessor CP. 

Sleep tourism continues to be on the rise in 2023, and hotels can increase guest satisfaction by elevating their offerings to focus on sleep-friendly initiatives.