WAKE UP TO SLEEP TOURISM

Lynch

It had to happen. Tourism operators, anxious to spot the next Big Thing have realised there is something we all do in a day that is yet to be properly commercialised. Welcome to Sleep Tourism. And if you feel your eyes glazing over and your lids getting heavier as you read this, that could be because you are about to experience the very latest trend in travel.

The term apparently refers to those who prioritise rest and relaxation while travelling. Forget hiking, parasailing and mountaineering, it’s really about getting a good night’s kip.

According to Roman Russo, founder, main author and “chief happiness officer” at Optimal Happiness, sleep tourists often seek out experiences that promote relaxation and better sleep. We’re talking about soundproof rooms, pillow menus, Egyptian cotton sheets, merino blankets, “mindfulness” activities, mantras and sleep meditation.

Sleep researcher Dr Rebecca Robbins tells CNN Travel: “People often associate travel with decadent meals, extending their bedtimes, the attractions and the things you do while you’re travelling, almost at the cost of sleep. Now, there’s just been a huge seismic shift in our collective awareness and prioritisation on wellness and well-being.”

In turn, companies are offering unique experiences, such as sleep pods in airports or luxury hotels with specialised sleep packages. These options cater to busy professionals who want to make the most of their holiday, while at the same time naturally catching up on much-needed sleep.

So Sleep Tourism focuses on rest and rejuvenation rather than the destination. But, of course, it is mostly combined with regular travel – hard to know how even the inventive people at Flight Centre could sell you the idea of travelling in your own bed (let’s wait for the Metaverse to do that). So you take a trip to a historic city – and stay in a luxury hotel known for its exceptional sleeping experience.

You won’t be surprised to learn that the mobile phone and technology are the catalyst for this craze. After all, just moments after we invented the mobile phone and internet, we created an industry to help us avoid them. This is how offering no internet connectivity and removing your phone connection becomes a commodity a hotel can charge for.

“When it comes down to it, travellers book hotels for a place to sleep,” Dr Rebecca Robbins, a co-author of the book Sleep for Success!, tells Pure Wow, a travel website.

It’s a big turnaround for travel. Look through any supplement and you’ll find travel operators offering nothing but activities. But what about what happens once you hit the sack?

Martin Seeley, sleep expert and CEO at MattressNextDay, says: “Sleep tourism may sound like a tall order, but there is some solid science behind it. Sleep plays an important role in brain function and overall health, and many people aren’t getting enough of it.

"People have trouble falling asleep at night because their minds are racing with thoughts about work or life in general. Others have trouble staying asleep due to stress or anxiety about what tomorrow may bring.”

The Park Hyatt New York has six dedicated “sleep suites” produced in partnership with AI mattress maker Bryte. “The partnership with Bryte came at the perfect time postpandemic,” general manager Laurent Ebzant told Conde Naste. “Focusing on the attributes of a room that has a prime sleeping area was a point of focus for us.”

The Bryte mattresses “have 90 intelligent cushions that sense, adjust to, and relieve the body’s pressure points. The mattress also controls the climate, tracks and provides sleep statistics and insights that can be accessed on your phone, and is able to respond to the unique needs of couples.”

The Four Seasons Bali offers a 60-minute session called a “sacred nap.” Guests get to snooze suspended from the bamboo ceiling in an aerial silk hammock, listening to the sounds of nature and the life story of Buddha as told by resident wellness mentor Ibu Fera.

One hotel that seems to have a more traditional view of sleep is the Champagne Hotel and Spa. The Royal Sleep Experience includes essential oils, melatonin-based drops, a meditation box and a “candle massage”. Sadly, a glass of bubbles is not included. CT