Sleep tourism: UAE travellers planning holidays around quality sleep over activities, food, events

In a turn of travel events, a new trend has emerged in the holiday spaces topping travel priorities including food, museums and other activities – sleep tourism. Over 63 percent of UAE travellers, according to a Skyscanner survey said that they sleep better on holiday.

“Years and years ago, when we went away on holiday, it was to have all these different experiences, the biggest thrills and we wanted to see everything we could see. Now, we’re seeing these things on a daily basis and so going on holiday is almost like going back in time because it is about getting away completely,” Sleep expert and consultant, Julie Mallon said.

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“The only thing more important than sleep is breathing,” she added.

What is sleep tourism?

Sleep tourism, the next big travel trend, is a type of travel that is increasingly centered around the quality of sleep. This includes picking hotels that have been rated highly for the best quality of sleep and selecting sleep friendly destinations.

Japan, for instance, is considered one of the “worst” places for sleep, Mallon said.

According to sleeptourism.com, sleep tourism is measured in four categories: sleep efficiency, sleep latency, sleep duration and how refreshed you feel in the morning.

Mallon believes that the shift in travel priorities toward sleep is influenced by several factors including pandemic induced sleep disruptions causing a heightened awareness about the importance of sleep.

Hotels and resorts that prioritise sleep hygiene through blackout curtains, noise-cancelling amenities, and sleep-inducing bedding are highly ranked by travellers. Image: Shutterstock

Searches for “sleep retreats” skyrocketed by 1,110 percent last year, highlighting the growing demand for destinations and accommodations that prioritise sleep quality.

But what exactly makes a destination sleep-friendly? According to Mallon and travel expert Ayoub El Mamoun:

Tranquil environments: Destinations like Santorini in Greece and Rome in Italy, often mentioned by travellers as places where they enjoyed exceptional sleep.
Comfortable accommodations: Hotels and resorts that prioritise sleep hygiene through blackout curtains, noise-cancelling amenities, and sleep-inducing bedding are highly ranked by travellers.
Mindful travel practices: Avoiding jet lag by adjusting sleep schedules before and after travel, staying hydrated during flights, and opting for light meals can significantly improve sleep quality on vacation.

With 80 percent of UAE travellers indicating that they are more conscious now about their sleep quality than they were a few years ago, this trend is expected to see a further rise this year, especially within the region.