The No. 1 reason people want to travel this year is to rest and rejuvenate, according to Hilton’s 2024 Trends Report, on the strength of which some travelers are “building” their entire trip around sleep, a trend now known as “sleep tourism.“
Sleep tourism first emerged in 2023 and accelerated this year—in its recent report, the Global Wellness Institute cites wellness tourism as one of the fastest-growing forms of tourism, projected to reach a value of $1.4 trillion by 2027.
To address this demand, and in celebration of National Sleep Month in March, Hilton is partnering with sleep expert Dr. Rebecca Robbins to provide expert insights into ways it can lead the industry in providing the best possible night’s rest across its portfolio.
This initiative includes the launch of Sleep Retreats at Grand Wailea, A Waldorf Astoria Resort, with the potential to expand into additional markets in the coming months.
Dr. Robbins, assistant professor of medicine and associate scientist at Brigham and Women’s Hospital in Boston, helps travelers sleep more when staying in unfamiliar environments. Together with Hilton, she will help guests put this knowledge into practice during a series of unique camps, with the first starting in Maui at Grand Wailea, A Waldorf Astoria Resort’s Kilolani Spa, a brand new outdoor luxury spa graced by Hawaii’s natural beauty.
Designed to educate and empower guests while taking advantage of Hilton’s unique wellness offerings, Sleep Retreats provide a comprehensive journey into the science and practice of restful, rejuvenating sleep.
Visitors will have the opportunity to participate in a range of activities, discussions, strategies and meditations led by Dr. Robbins, focused on enhancing sleep quality.
In addition to spa services that have been developed to mitigate jet lag, optimize circadian rhythms, and release sleep-improving hormones, programs include lectures analyzing the science of rest, covering topics such as sleep engineering principles and sleep disorders.
Retreats also include healthy meals that promote sleep and opportunities for guests to design a personalized sleep schedule, ensuring each guest leaves with the knowledge and practices needed to improve their daily lives.
