Sleep Tourism: A Sweet Dream for Hotels & Resorts

If you haven’t said, “Hoo boy, am I tired” in the last week, consider yourself lucky. According to the National Institutes of Health, one in three American adults doesn’t regularly get the recommended amount of uninterrupted sleep they need and a whopping 50 to 70 million suffer from sleep disorders. (Take a deeper dive into findings from NIH’s National Center on Sleep Disorders Research here.) *Sleep tourism enters the chat*

So…What is Sleep Tourism?

Vacationers are definitely waking up to the importance of sleep in their lives. So they’re booking trips with the primary goal of disconnecting from everyday stresses to improve their sleep quality and create healthier habits when it comes to turning in for the night. Think of them as travelers gladly trading wheeeeeees for zzzzzzzzs. 

Rise of Sleep Tourism

This travel trend has been on the up and up thanks to greater awareness of our sleep-deprived status and its negative impact on our well-being. Truly the stuff of nightmares, lack of sleep can lead to the increased risk of chronic conditions, a weakened immune system and even a reduced lifespan. No wonder one in five travelers will take sleep vacations or, in our industry’s favorite shipping-speak: sleepcations.

Sleep Tourism Destinations

A 2025 Amerisleep (yes, those mattress makers and sleep experts!) survey uncovered some eye-opening findings for our industry:

• Travelers would pay an average of $1,725 for a sleep-focused trip.
• Top 10 Sleep Tourism Destinations: Kyoto, Japan (19%), Santorini, Greece (14%), Amalfi Coast, Italy (13%), The Maldives (11%), Tuscany, Italy (9%), Hakone, Japan (9%), Big Sur, California (8%), Bali, Indonesia (8%), Napa Valley, California (8%) and Sedona, Arizona (7%)
• Top 10 U.S. States Most Interested in Sleep Tourism (based on search volume per 100k residents): Hawaii, Alaska, Vermont, South Dakota, Rhode Island, Montana, New Hampshire, New York, Wyoming and Delaware
• Top 10 U.S. Cities Most Interested in Sleep Tourism (based on search volume per 100k residents): Miami, Pittsburgh, Minneapolis, St. Louis, Raleigh, Jersey City, Atlanta, Honolulu, D.C. and Orlando

Sleep Tourism Hotels & Resorts

Your property doesn’t need to be located in one of the destinations above to lure sleep-deprived heads to your beds. Far from it! Understanding what features travelers are willing to pay more for can help your hotel or resort cash in on the sleep tourism trend:

• Soundproof Rooms (44%)
• Blackout Window Coverings (43%)
• Cooling Mattress/Bedding (35%)
• Adjustable Room Temperature (27%)
• Premium Pillows/Multiple Pillow Options (26%)
• High-Thread-Count Sheets (21%)
• Sleep-enhancing F&B (19%)
• Access to Quiet Zones/Silent Floors (17%)
• Aromatherapy/Essential Oil Diffusers (16%)

Thinking beyond the guestroom, we’ve rounded up our own recommendations to help you attract sleep-seeking travelers:

• Offer group wellness classes that help ease guests into a relaxed state — these can include yoga, meditation, mindfulness and sound bowl sessions.
• Promote sleep-encouraging treatments and therapies in your on-site spa — think: aromatherapy massage, reflexology and acupuncture.
• Sell time-limited passes to your on-site spa so guests who don’t have a treatment booked can still take advantage of the tranquil environment and amenities such as saunas, whirlpool baths and steam rooms.
• Create a Sleepcation Package that bundles premium guestroom amenities (like those in the list above), an on-site spa credit to use on the treatment of their choosing and a sleep kit welcome amenity that can include a property-logoed eye mask and fluffy socks, herbal tea bags, earplugs and a personal-sized lavender-oil-infused pillow spray.
• Partner with a local sleep or wellness practitioner to host a retreat that would offer a full itinerary of relaxing activities, all designed to promote healthier sleep habits.

If a property has sleep tourism offerings and no one is aware of them, does it boost their bottom line? The answer is no. As the Hospitality Business Review 2025 Travel Marketing Agency of the Year, Dana has the experience and expertise to get the word out. To learn more about how we can refresh your branding and marketing efforts, contact Lynn Kaniper at 609.466.9187 ext. 117 or lkaniper@danacommunications.com today.