Sleep tourism – Cashing in on the sleep deprived
Dr Neelam Batra-Verma
Medical tourism has become a household term in recent years, but its roots extend far back into history. While the concept may seem modern, historians trace the earliest known instances of medical tourism back to 4000 BC, when the Sumerians developed health complexes around healing hot springs. The practice continued to flourish through ancient civilizations, with therapeutic temples thriving under the Ancient Greeks by 300 BC. Similarly, in India, the traditions of yoga and Ayurveda have attracted medical travelers and spiritual seekers for thousands of years.
However, it wasn’t until around 2007 that modern medical tourism truly took off, with hundreds of thousands of Americans seeking healthcare abroad. By 2014, this number had surged to 1.25 million, marking a significant shift in healthcare trends.
Now, a new trend is emerging on the tourism scene – sleep tourism. Surprising, as it may sound, post-Covid, sleep tourism has become a booming industry projected to surpass $400 billion by 2028, according to unofficial reports. As March marks National Sleep Awareness Month, it’s only fitting to shed light on this burgeoning trend.
So, what exactly is sleep tourism? According to the Global Wellness Institute, sleep tourism revolves around travelers seeking experiences centered on achieving a restful night’s sleep. While the concept was introduced around 2022, it gained traction in 2023. The idea is to vacation not for sightseeing or culinary adventures, but to simply relax and sleep. Hotels are now designing environments within rooms to facilitate uninterrupted sleep, free from distractions like gadgets, emails, or crying babies.
The pandemic played a big part in creating awareness about your health and benefits of deep undisturbed sleep. Numerous studies have shown that a good night’s zzzzzz is important for cognitive functioning, our physical and mental health, memory consolidation and immune functioning. Sleep is also important for your physical performance and longevity. Ironically, not many people are getting a good night’s sleep and as reports have it as many as 50-70 million American adults are sleep deprived. If reports are to be believed, India is the second most sleep deprived state after Japan. According to a study conducted by National Institute of Mental Health and Neurosciences, Bengaluru, one third of Indians experience severe dyssominia – a term which is used to describe various issues which could be insomnia, trouble falling asleep or staying asleep or waking up tired and exhausted.
This was pre-pandemic. Post pandemic, there has been an 11% spike in people waking up tired. According to the report, about 67% of women reported feeling sleepy during work hours compared to 56% of men, which an increase of 21% people feeling sleepy during work hours. As is well know today, social media is the biggest culprit. The 2023 Great Indian Sleep Scorecard, an annual nationwide survey that has been published by the sleep solutions startup Wakefit.co for six years, confirms this—87% of Indians use their phones before bedtime, with 78% of people in the age group of 25-34 staying up late browsing social media. It also reports a 38% increase in the number of people staying up late at night worrying about their future. Yet another study published in the Journal of Clinical Sleep Medicine after pandemic found that more than 40% of the adults who took part reported reduction in their sleep quality since the start of pandemic.
The global pandemic appears to have played a huge part in this. A study published in the Journal of Clinical Sleep Medicine found that 40% of the over 2,500 adults who took part reported a reduction in their sleep quality since the start of the pandemic.
We all know the basics of how to get a good night’s sleep – read before you go to sleep, don’t sleep in a room with electronic toys, including TV, keep your phone on silent mode and in a different room, don’t scroll aimlessly on your phone at least 3 hours before bed time, have a fixed bed and wake up time, meditate, exercise, massage your feet before bed, drink a glass of milk before you sleep and so on and so forth. All this is now common knowledge so what is different these resorts or hotels are offering that you cannot do at home, apart from taking your money? These hotels are known to charge from $419 a night upwards for help in getting you to sleep. Cashing on the trend, many hotels are offering Sleep well packages with a promise of total night relaxations.
One of the things that these hotels or resort are offering is an AI fitted mattress with smartphone connectivity. How does that help when it is the smart phone that is the culprit affecting people’s sleep? According to Tech radar, the most exciting feature of DeRUCCI T11, the Pro Smart Mattress is its diagnostic capabilities. It analyzes your sleep habits along with your age, location and any other information it collects from your smart devices to provide AI generated warnings of potential health issues. According to Tech radar, there are 23 AI sensors that are packed into this mattress and as you sleep, these sensors get to work to adjust your bed via a series of airbags and other support props inside the mattress instead of the usual coil and foam, that is the filling of a regular mattress.
Some hotels or spas are also offering SmartGoggles, which eases tension and relieves eye strain, targeting pressure point which improves your quality of sleep along with offering you herbal teas and mocktails to put you to sleep. Some hotels use a wearable Whoop and a guide that helps to monitor your quality of sleep, your biomarkers etc. Others offer a great range of spa treatments, infrared lights and even pillow menus along with access to medical professionals, naturopaths, and consultation with a wellness coach. Says Wellness expert Jane White, who is a naturopath at a spa and wellness centre in the Peel region of Ontario, “It is not easy for many to sleep well at home and get up not rested all and then go around their day like a zombie. Not all devices or treatments works with everyone. Everyone has to be assessed individually and their assessment score card will direct their treatment. For some just aromatherapy and herbal teas work to ensure a good night’s sleep while for others, mattress, and a change in lighting with soothing scents, flickering candles etc might help and for some, a good body massage and Acupuncture might be a good fit.”
As luxury hotels and spas roll out enticing sleep packages, it’s worth pausing to assess your own needs before indulging. While these offerings may be appealing for those with disposable income, for many, a return to simple, time-tested remedies may prove just as effective. Remember the wisdom passed down from generations: a gentle massage of the head and feet, a soothing conversation with your pillow – these age-old practices have stood the test of time.
In my own journey through sleep deprivation, I’ve found solace in the practice of yoga and meditation. While not always a guaranteed solution, these holistic approaches often provide much-needed respite. And when nature offers a reprieve, granting a few extra hours of sleep on the weekends, it’s a welcome gift indeed.
Let’s not forget the rich tapestry of traditional Indian remedies, such as the Ayurvedic practice of Shirodhara, where warm oil is slowly poured onto the forehead. With Ayurveda gaining global recognition as one of the oldest healing systems, it’s worth exploring these ancient therapies before succumbing to yet another commercialized solution. After all, when it comes to restorative sleep, sometimes the most effective remedies are the simplest ones.. Happy zzzzzzzzzzzzzzzzing!