What is sleep tourism? Decoding this wellness and travel trend

Gone are the days when vacations were characterised by jam-packed itineraries, leaving little to no space for tourists to rest and relax. People are now redefining travel, prioritising rejuvenation over recreation. Not only are they opting for wellness experiences like yoga and spa treatment that facilitate better sleep but also choosing accommodations with extra sleep-related facilities like sound-proof rooms, special pillows, sleep kit, etc.

This rising travel trend, which also doubles as a wellness phenomenon, is called sleep tourism.

Sleep tourism has especially gained prominence after the Covid-19 pandemic, with people leaning towards their health and well-being like never before. According to a global survey conducted by Hilton in 2023, travellers say they will reduce other areas of personal spending to prioritise leisure travel in 2024, with a majority across generations indicating their No. 1 reason to travel in 2024 will be to rest and recharge, with more emphasis on sleep than ever before.

A similar trend for 2024 reflects in Visa's Global Travel Intentions Report 2023 which shows that 51 per cent of Indians consider well-being and relaxation a big motivating factor for international travel as compared to travelling for exploration and adventure.

A Visa spokesperson says, "The pandemic prompted Indians to prioritise personal well-being and this is reflected in how they travel today, especially with the rise in sleep tourism and the search for peaceful trips aimed at spiritual and overall rejuvenation. Destination hopping travel seems to be increasingly replaced by a growing interest in mindful travel and a preference for curated experiences. The trend of travelling to unwind and relax, is expected to see positive growth."

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This preference for rest during vacations has been observed globally, but also specifically among Indian travellers. According to Booking.com's Travel Trends 2024 data, for 55 per cent of Indian travellers surveyed, giving themselves the time to relax remains the major motivator this year. The same report also states that almost 20 per cent of Indian travellers are likely to go on a wellness or spa retreat trip in 2024.

Santosh Kumar, Country Manager for India, Sri Lanka, Maldives and Indonesia, Booking.com, says, "In an ever-hectic world, sleep is fast becoming a precious commodity, with ‘sleep tourism' forecasted as a major trend.

Additionally, when it comes to amenities, the availability of a spa, sauna or hot spring remains one of the popular factors for choosing an accommodation for 44 per cent of Indian travellers.

How does sleep tourism work?
There are different ways in which travellers and the travel industry are adopting this trend. According to the Hilton report, in search of sleep, 20 per cent of global travellers choose or request a room away from the elevator or on a high floor. Nearly 20 per cent of global travellers also readily admit to packing their preferred pillow to achieve a good night's sleep.

For Saloni, a Mumbai resident, sleep tourism has taken on a simple meaning. "I specifically plan vacations so that I can get enough sleep while travelling. The itinerary is less hectic and sometimes, I skip it altogether to be able to rest and relax in my accommodation," she says.

Apart from a shift in the way itineraries are created and followed, sleep tourism has also transformed how the travel and hospitality sector views wellness. Kumar reveals, "Resorts and hotels in India and around the world are offering amenities and services to help guests get a healthy dose of rest."

Some of these include sleep programmes, guided meditation and yoga sessions, special pillows, sleep kits, etc. Sleep retreats have also become popular. A sleep retreat is a holistic wellness experience that focuses on improving sleep quality. One can take this trip to catch up on sleep and build healthy sleep habits.

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Why is sleep tourism on a rise?
A napcation or sleepcation acts as a break from the hustle culture, urging you to pause and recharge before hitting play. It has gained more prominence now, given how sleep-deprived people are in today's fast-paced work environment. Several reports point towards an alarming picture of deteriorating sleep health among Indians.

Dr. Pujan Parikh, Consultant - Pulmonary Medicine, Sir HN Reliance Foundation Hospital, says, "India is the second most sleep-deprived country as per a survey done in 2019. Sleep deprivation is one of the reasons why people are opting for sleep tourism. Normal sleep requirement of an adult ranges from 6-8 hours."

To fulfill this requirement and take a break from their hectic lives, travellers are increasingly opting for experiences that put them to sleep, quite literally.

Is a sleepcation really beneficial for health?
While sleep-based vacations have a lot of benefits, are they impactful in improving sleep health?

Dr. Parikh doesn't think so. He explains, "When people can't complete their desired sleep quota, sleep debt develops. Sleep debt can't be completed just by sleeping more on weekends or by taking special vacations called sleep-cations."

"Chronic sleep restriction likely induces long-term neuromodulatory changes in brain physiology that could explain why recovery from it may require more time than from acute sleep loss. Sleep deprivation induces changes in brain metabolism and neural activation that involve distributed networks and connectivity," he adds.

Hence, while this wellness and travel trend is taking the world by storm, it is important to note that holistic sleep health can only be maintained if you adopt healthy sleep practices daily.