Sleep tourism has become a growing travel trend in recent years, connected to the world’s increasing focus on making sleep a cornerstone of their self-care routines
Sleep has become the ultimate and most lucrative commodity and it’s set to define the 2025 travel season. Sleep tourism has been a rising travel trend since 2023 and is already set to define the coming summer season. Travellers don’t just want to escape their busy lives, they want sleep. Really, really good sleep. And they’re willing to travel to get it.
Sleep tourism grew as a direct result of people’s growing interest and investment in self-care, a key facet of which is enhanced and prolonged sleep. The Brat-esque party holidays and overstimulating chaos of music festival camping have lost a lot of their appeal in a world where people are increasingly burnt out and busy.
Sleep tourism is also tied to a larger trend, coined by the world’s leading consumer trend forecaster, WGSN, known as “therapeutic laziness”. The trend is actually “anti-wellness”, a response to the loud, demanding and consumer-driven wellness industry. According to WGSN, therapeutic laziness is about “spending extended time in bed and being intentionally unproductive”.
Though similar to bed-rotting, therapeutic laziness goes a step further, intentionally prioritising methods of self-care and even beauty. “Our beds will become wellness zones and self-care sanctuaries,” WGSN stated. “Think ‘treat-while-you-laze’ products that enhance skin and hair health while you unwind, or sensorial bedding imbued with nourishing ingredients and scents that bridge the gap between skincare and sleep.”
Hotels are betting big on therapeutic laziness and sleep tourism, increasingly offering sleep therapy packages to entice sleep-focused travellers. Beyond the standard pillow mint and comfy bed, hotels are providing access to hypnotherapists and dedicated sleep experts – aka “sleep concierges” – to advise guests on how to improve their sleep.
AI smart beds, customised therapeutic spa sessions and pillow menus including prescription-scented lullabies are also new services being offered.
Sleep retreats have also grown increasingly popular, too. These multi-day retreats typically include private in-depth sleep assessments from a doctor, as well as workshops about the science behind better sleep, yoga and meditation sessions and guided group walks.
Sleep retreats can be quite luxe experiences, including spa elements, private high-end accommodation and first-class dining options. Locations can range from the Sussex countryside to Sweden. Even for those that don’t want sleep to be the main part of their trip, enhanced sleeper train experiences prove travellers are not willing to sacrifice a good night’s sleep.
It is no longer a waste of precious holiday time or a shame to sleep in. Gone are the days where you can be chastised by friends and family who say “you can sleep in the car” or “we didn’t come here to sleep”. Maybe, I did.
