Sleep Tourism Market Size & Share

Sleep Tourism Market Size & Trends

The global sleep tourism market size was estimated at USD 74.54 billion in 2024 and is expected to grow at a CAGR of 12.4% from 2025 to 2030. The market has gained significant momentum as travelers prioritize rest and rejuvenation during their journeys. This trend aligns closely with the booming wellness industry, as individuals increasingly seek restorative experiences. Sleep scientist Rebecca Robbins highlights the importance of sleep quality in ensuring guest satisfaction, noting that restful sleep while traveling often predicts whether guests will return to a hotel. With two-thirds of Americans reporting better sleep in hotels than at home in 2024, according to a 2024 blog by Hilton, the hospitality industry is embracing this demand by offering specialized amenities to enhance sleep quality.

Hotels are reimagining their offerings to cater to the sleep tourism industry by introducing advanced sleep-enhancing features. Brands like Hilton have implemented “Power Down” amenities, including temperature-regulating mattresses and dim light settings. Meanwhile, properties such as Park Hyatt New York have gone further, featuring AI-powered smart beds and sleep-related wellness packages. These initiatives align with the tourism industry’s broader focus on catering to travelers seeking relaxation and wellness during their stays.

Technology is playing a pivotal role in advancing the sleep tourism market. Smart beds with AI capabilities, soundproof rooms, and white noise machines are becoming standard in upscale hotels. For instance, Zedwell in London offers distraction-free environments, while Six Senses incorporates sleep trackers and consultations with sleep experts into their curated programs. Such innovations reflect the hospitality industry’s dedication to using cutting-edge solutions to meet guests’ wellness needs.

The growing popularity of sleep tourism stems from increased awareness of the importance of rest for mental and physical health. Reports show that travelers often cite rest and recharge as their primary motivation for trips, driving the demand for sleep-centric accommodations. This aligns with the broader wellness industry, which emphasizes holistic well-being. With curated experiences like sleep therapy and mindfulness programs, hotels are meeting consumer expectations for a complete wellness retreat.

The convergence of the hospitality industry and wellness industry is fueling innovation in sleep tourism. Destinations are integrating sleep-focused services such as pillow menus, sleep kits, and customized sleep programs to provide unparalleled experiences. Resorts like Castle Hot Springs offer packages that combine restorative activities with luxurious sleep-enhancing amenities. As the trend continues to evolve, the sleep tourism industry is poised to become a cornerstone of the global tourism industry, delivering restorative escapes that leave travelers rejuvenated.

Consumer Surveys & Insights

According to Hilton’s poll results, which were released in October 2023, rest and recharge were expected to be the main reasons why people will travel in 2024. While taking a pleasure vacation frequently entails escaping work or everyday responsibilities, modern travelers define rest more broadly as getting a good night’s sleep regardless of the purpose of their trip. Sleep has become more important due to the increased emphasis on wellbeing, and major companies are changing to improve their on-property experience.

According to the same data, some travelers admit to bringing their own pillow to ensure a good night’s sleep. Recognizing this growing trend in 2023, many hotels worldwide introduced Pillow Menus to offer a personalized sleep experience. Properties like Conrad Osaka in Japan, Waldorf Astoria Xiamen in China, Conrad Centennial Singapore, Waldorf Astoria Dubai Palm Jumeirah, Hilton London Bankside in the UK, Rome Cavalieri, A Waldorf Astoria Hotel in Italy, and Conrad Dubai in the UAE have embraced this concept, tailoring amenities to meet guests’ unique preferences and enhance their comfort.

Purpose Insights

Secondary sleep tourism trips held a market share of about 82% in the overall sleep tourism market in 2024. Travelers on general leisure or business trips increasingly seek accommodations that enhance their sleep quality. These secondary wellness trips focus on integrating sleep-boosting amenities, such as pillow menus, blackout curtains, and smart beds, into standard hospitality offerings. With more mid-range and budget-friendly options available, the market has expanded to attract middle-market travelers. This affordability and accessibility are driving the growth of secondary sleep tourism, where enhancing rest complements other travel objectives.

Primary sleep tourism trips set to grow at a CAGR of 12.8% from 2025 to 2030. It is expected to gain momentum as travelers prioritize wellness and restorative experiences. Demand is rising for sleep-focused retreats offering curated sleep programs, sleep therapy sessions, and high-tech amenities designed to improve rest. As awareness of the health benefits of quality sleep grows, more travelers are choosing destinations specifically for sleep rejuvenation. Luxury accommodations are capitalizing on this trend by offering immersive sleep-focused experiences, making sleep tourism a standalone travel motivation in the wellness and hospitality industries.

Travel Type Insights

Domestic sleep tourism accounted for a share of about 63% in the overall sleep tourism industry in 2024. This sector is driven by affordability, convenience, and changing travel preferences. In 2022, domestic wellness tourists spent 175% more per trip than the average domestic traveler, at USD 668 per trip, according to data by Global Wellness Institute published in March 2024, showcasing its high-yield nature. The pandemic fueled a surge in domestic travel, with travelers seeking nearby wellness experiences due to international restrictions. The accessibility of sleep-focused amenities, such as customized bedding and sleep therapy programs, has further expanded the appeal of domestic sleep tourism among middle-market travelers.

International sleep tourism is projected to grow at a CAGR of 13.3% from 2025 to 2030. International sleep tourism is poised for growth as wellness-focused travelers seek transformative experiences abroad. While the spending premium for international wellness tourists declined from 65% in 2012 to 41% in 2022, they still spent significantly more than average international travelers, at USD 1,764 per trip. This shift reflects the rise of accessible, secondary wellness trips. However, as travel normalizes post-pandemic, high-end sleep retreats and programs tailored to primary sleep tourism will attract global travelers, driving demand for premium international offerings.

Accommodation Insights

Hotels emerged as a dominating accommodation in the sleep tourism market, holding a share of about 46% in 2024. Hotels are leading the sleep tourism industry by integrating wellness-focused innovations that cater to the growing demand for quality sleep experiences. With offerings like Bryte’s smart mattresses, available in luxury properties such as Park Hyatt New York and Waldorf Astoria Monarch Beach, guests can customize firmness and use relaxation technology like Somnify for improved rest. Hotels also partner with cutting-edge solutions, including FreshBed’s ergonomic mattresses with climate control, enhancing sleep comfort. Additionally, retreats like Rosewood’s Alchemy of Sleep and Canyon Ranch’s sleep immersion programs underscore hotels’ pivotal role in promoting sleep wellness.

Demand for accommodations in retreat centers for sleep tourism is expected to grow at a CAGR of 13.1% from 2025 to 2030. Sleep-focused retreat centers like Sal Salis are set to grow in demand as travelers seek restorative escapes that blend luxury with sustainability. With eco-friendly features like solar-powered accommodations and activities promoting relaxation, such as stargazing and snorkeling, these retreats offer unique, off-grid experiences. As wellness tourism rises, such retreats cater to the increasing focus on rest, nature, and mindful living.

Regional Insights

The sleep tourism market in North America accounted for a share of around 36% in 2024. Sleep tourism is thriving in North America as luxury hotels cater to health-conscious travelers seeking rest and rejuvenation. With offerings like premium bedding, pillow menus, soundproofed rooms, and sleep-promoting amenities, properties such as The Four Seasons Toronto and The Ritz-Carlton Toronto lead the trend. Strategic wellness tips, paired with curated dining options, enhance the appeal, making the region a hub for sleep-focused getaways.

U.S. Sleep Tourism Market Trends

In 2024, the sleep tourism market in the U.S. accounted for a share of about 75% in North America. The U.S. sleep tourism sector is thriving as wellness-focused travelers seek restorative getaways tailored to improving sleep and reducing stress. Luxury retreats like Sensei Lanai in Hawaii offer bespoke sleep programs with expert guidance, while destinations such as Mountain Shadows in Arizona provide sleep-inducing amenities like golden moon milk and aromatherapy mists. Urban hotels like Smyth Tribeca in New York cater to relaxation with plush bedding and curated bedtime experiences. Additionally, resorts like Castle Hot Springs feature specialized retreats led by sleep experts, combining luxury and science to foster better rest.

Europe Sleep Tourism Market Trends

The sleep tourism market in Europe accounted for a share of about 28% in 2024. Europe’s sleep tourism is growing as travelers seek respite from modern life’s relentless pace. Destinations like Sweden leverage their tranquil wilderness, dark skies, and cultural emphasis on relaxation to promote better sleep. In the Stockholm archipelago, serene forest cabins and peaceful island life encourage restorative experiences. Sleep researchers like Uppsala University’s Christian Benedict highlight how nature improves mental health and combats sleep disruptions caused by technology. With tailored sleep retreats and activities in pristine settings, Europe’s natural landscapes and cultural traditions offer unique sleep-focused escapes.

Asia Pacific Sleep Tourism Market Trends

The sleep tourism market in Asia Pacific is expected to grow at a CAGR of 13.8% from 2025 to 2030.  Asia-Pacific sleep tourism is set to grow as travelers seek restorative experiences to combat stress, burnout, and sleep disruptions. Destinations like Thailand, Bali, Sri Lanka, and Vietnam offer tranquil settings, combining natural beauty with innovative sleep wellness programs. Resorts such as Kamalaya Koh Samui in Thailand and Ayurveda retreats in Sri Lanka provide tailored packages featuring sleep therapies, spa treatments, and digital detoxes. Bali’s sleep-focused resorts incorporate sound therapy and aromatherapy for enhanced rest, while Vietnam blends cultural wellness with luxurious accommodations. Asia-Pacific’s holistic and diverse offerings make it a top choice for sleep tourism.

Key Sleep Tourism Company Insights

The sleep tourism market is fragmented primarily due to the presence of several globally recognized players as well as regional players. Some prominent companies in this market are Hilton, InterContinental Hotels Group PLC, Mandarin Oriental Hotel Group, The Laslet, and Careys Manor among others. Market players are differentiating through expansions of service portfolio, investments, and innovations to cater to evolving consumer preferences. 

Recent Developments

• In March 2024, Hilton introduced Sleep Retreats at Grand Wailea, a Waldorf Astoria Resort in Hawaii, designed in collaboration with sleep expert Dr. Rebecca Robbins. These retreats include lectures, spa services, sleep-promoting meals, and personalized schedules to enhance restfulness. Aligning with rising demand for wellness tourism, Hilton also integrates sleep-focused amenities across its hotel portfolio.

• In March 2024, Mandarin Oriental Hotel Group on World Sleep Day introduced an in-house sleep concierge, English hypnotherapist Malminder Gill, to offer tailored sleep therapy sessions at its London properties and select European locations. The 60-minute sessions, costing about USD 600, included consultations and sleep-inducing hypnosis, enhancing wellness offerings within the hospitality industry.

• In January 2022, Ruby Group announced its continued European expansion with a new hotel in Florence set to open in Q3 2023. Located on Piazza della Libertà, the 118-room property featured maisonette-style rooms, a Ruby Workspace, and sleep-focused amenities, including soundproofing, blackout curtains, and hypoallergenic bedding designed with sleep experts.

Sleep Tourism Market Report Scope

Global Sleep Tourism Market Report Segmentation

This report forecasts revenue growth at the regional and country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the sleep tourism market report based on purpose, travel type, accommodation, and region:

• Purpose Outlook (Revenue, USD Billion, 2018 – 2030)

  
  

• Travel Type Outlook (Revenue, USD Billion, 2018 – 2030)

  
  

• Accommodation Outlook (Revenue, USD Billion, 2018 – 2030)

  
  

• Regional Outlook (Revenue, USD Billion, 2018 – 2030)

  • North America

    
    

  • Europe

    • UK

    • Germany

    • France

    • Italy

    • Spain

  • Asia Pacific

    • China

    • India

    • Japan

    • South Korea

    • Australia & New Zealand

  • Central & South America

    
    

  • Middle East & Africa