Gen Z is obsessed with sleep.The travel industry supports it

Short-haul red-eye flights are the worst. And these are some of the most frequently traveled routes for companies traveling for business. From San Francisco to New York. From New York to London. From London to Dubai.

Airports are not relaxing.

It's impossible to begin to relax while walking barefoot across a sticky linoleum floor through a metal detector with strict instructions to “take your laptop out of your bag!”

By the time you trudge to the gate, board the plane, and feel so calm that you're about to drift off, you'll inevitably pass through the five stages of grief.

First, I check my watch in disbelief that we only have 5 hours until landing (denial). Then, annoyingly, I also know that the *#&$#-ing light comes on an hour before that guy (angry). And if I could sleep right now, I would make a deal (negotiation) with myself that I would never book this flight again. But sadly you are wide awake and the morning is racing towards you at 550 miles per hour (depression). This would be a nightmare if I could sleep in the first place, but I won't (accept).

Even writing this makes me feel anxious. So it's probably not surprising to hear that I have trouble sleeping, especially on planes.

And as a working mom in the thunderstorm stage of parenting, and as an editor for a travel publication, daydreaming about sleep-based vacations (minus the jet lag) is commonplace.

As it turns out, it's not just me.

Enter sleep tourism

Around 2022, after we stopped talking about vaccines and masks, we became obsessed with vacations and sleep.

The data is clear. According to a recent Gallup poll, a majority of American adults, especially women under the age of 50, say they would feel better if they got more sleep. The majority of travelers told Skift Research that they are willing to pay a premium for accommodations and travel packages with sleep-focused amenities. And, according to an October Hilton survey, across all age groups, the main reason for vacation in 2024 is to “rest and recharge,” with sleep being a top priority.

“We've seen a surge in interest in sleep tourism since the pandemic,” said James Cole, founder of Panache Cruises. “Travel companies are increasingly focused on helping people who suffer from sleep deprivation.”

Restaurants and bars in New York City are closing earlier to avoid late-night crowds. #sleeptok on TikTok finds the 20-something Slippery detailing his bedtime routine. Did you know that Dakota Johnson apparently sleeps 10 to 14 hours a night? I will now.

Sales of alcohol, which science has long known to interfere with quality sleep, are declining. Mocktails are having a great time. Biohacking begins and stress is relieved. Brunch is the new dinner.

The days of hustle culture, when people thought they could sleep when they died, seem to be a thing of the past. In 2024, it's “I'm going to sleep tonight. Thank you. I'll spend 8 to 10 hours happily.”

“The conversation about daily sleep is finally coming to the fore,” said Mickey Beyer-Clausen, CEO of Timeshifter, a jet lag app based on circadian science.

And the travel industry supports that too. According to HTF Market Intelligence researchers, sleep tourism is expected to increase by a whopping $409.8 billion from 2023 to 2028.

science of sleep

Borrowing from the popularity of the wellness sector, the travel-related sleep market focuses on the growing science of quality sleep.

There are two aspects to this movement. One promotes rest and health as the main motive, and the other focuses on helping travelers after long-haul international flights. When you cross time zones, everyone experiences the progenitor of sleep-related travel problems: jet lag. No matter what Taylor Swift says, that's not a choice.

It will come as no surprise to anyone who suffers from sleep deprivation that scientists are now studying how strongly sleep is linked to mental health. Doctors also know that chronic sleep problems can increase the risk of dementia, heart disease, obesity, and various cancers.

Case Study. I booked his dreaded 6-hour Redeye, leaving San Francisco at 10pm PT and arriving at JFK at 7am ET. After getting through all the stages of grief, you limp off the plane and into the early morning New York sunshine. It's 3am in your body, you have a meeting at 1pm. I feel a little nauseous.

After a hard day's work, you check into your hotel, order some carb-filled comfort food, and try to stay up until a respectable hour. When it's finally time to go to bed, you lie there awake, extremely tired but still unable to sleep.

If this resonates with you, you'll be happy to know that sleep researchers think there's a better way to travel. They believe that by understanding the science behind the human body's many circadian clocks, we can significantly reduce the time it takes to adapt to a new time zone.

Timeshifter is a mobile app designed to help long-distance travelers suffering from jet lag, and promises to alleviate the special feeling of confusion that comes with crossing time zones. By allowing users to enter detailed personal preferences and specific flight information, the app creates a customized sleep plan that takes into account personal chronotypes, complex stopovers, etc. . These plans aim to recalibrate the body's various circadian rhythms.

“For business travelers, it's a once-a-month trip to Europe or China,” Beier-Clausen said. “To get better, natural sleep, you need to be fully regulated. Otherwise, the effects of your circadian clock will leave you feeling tired during the day and less alert at night. .”

He said it's the body's exposure to sunlight and darkness, rather than things like staying hydrated, eating the right foods, or exercising, that have the biggest impact on the experience of jet lag.

Instructions often begin several days before the traveler leaves home. The app sends push notifications telling you when to go to bed, wake up, get some sunlight, be in a dark place, and even use caffeine or melatonin.

“The problems caused by jet lag cannot be addressed with general advice, which is too simplistic and can be counterproductive,” said Stephen Lockley, associate professor of medicine at Harvard Medical School and principal investigator of TimeShifter. It happens often,” he said. “Every traveler and trip is different and requires a personalized approach that takes into account sleep patterns, time types, itineraries, and a variety of personal preferences.”

Elite athletes, executives, and even astronauts can use this circadian science to sleep better under extreme conditions.

And the Equinox Hotel's main selling point is ensuring its guests get a good night's sleep. The only catch is you have to be able to afford it. A basic king room costs $945 per night.

For your money, you can enjoy state-of-the-art sleep science. All rooms are equipped with air filtration, blackout blinds and soundproofing. But the facility also boasts a dedicated sleep program called “The Art + Science of Sleep,” featuring meals, meditation, and goodies like melatonin-infused patches. The spa features seemingly magical treatments that promise three hours' worth of sleep in just 30 minutes, cryotherapy plunges that promote deep sleep by lowering cortisol levels and increasing blood flow, and infrared sauna pods. there is.

The company is also moving into the events business, with plans to hold a two-day sleep symposium in June for travel professionals interested in learning more about sleep science and tourism.

When Equinox Hotels CEO Chris Norton appeared on stage at Skift's Megatrends event in January, I was stuck with an IV in my arm to reduce the effects of jet lag at the hotel. It bothered him a bit (I was just joking) about how insecure he was. Another service at the spa. Later, in the waiting room, he made me promise to come and try it out before I made any decisions.

We all have to suffer for work sometimes. I have made a reservation.

The most extravagant and highly unscientific sleep research

In preparation for my stay, and to make this highly unscientific experiment equally unscientific, I pulled out my old Fitbit from the back of my closet. I tracked my sleep for several days leading up to my overnight stay.

Monday night score: 77. Tuesday was rough: 69. Wednesday: 71. Thursday: 77 again. Fitbit considers a score between 60 and 79 to be “fair.”

By the time Friday came around, I was ridiculously excited to see if my sleep scores improved after the full Equinox treatment.

The day started with breakfast with the hotel CEO. Over fresh fruit, yogurt, and flaxseed pancakes, Norton and I talked about life, sleep, and every detail of the hotel.

Each bed in each room has two separate comforters placed side by side, so you don't have to worry about your comforter being stolen in the middle of the night. Lighting for safety devices such as smoke detectors is placed so as not to disturb guests' sleep. And my favorite is the one-panel control that turns off all the lights, closes the blackout blinds, and sets the temperature to a precise 66 degrees. This is what temperature experts recommend for optimal sleep.

It was around 11:30pm when I pressed that button and went to work for the night.

I don't know if it was the magnesium drip that focused on my afternoon sleep, the infrared sauna session, or the horsehair and seaweed mattress, but I slept like a baby. Ta.

Friday night score…82. The only night that week he was classified as a “good” sleep by Fitbit.

sleep vacation + travel supplies

Gen Z is making sleep and sleep tourism the latest flex. Skift Research found that people born between 1995 and 2010 were the most intentional about making sleep a priority, and were willing to pay for it. Hotels and other travel companies are also taking notice and adding amenities and products to specifically address sleep needs.

The Park Hyatt New York has an AI-powered bed that adjusts mattress pressure points, oil diffusers, and sleep-related books. Benjamin Royal has a white noise machine, a power nap kit, and a 10-deep pillow bar. Aman offers cryotherapy, contrast water circuits, and traditional Chinese medicine known to improve sleep. Time Out New York also has a list of “America's Best Sleep Retreats.”

Airlines are also optimizing every inch of their planes to help passengers get a better night's sleep. For long-haul flights to the South Pacific, Air New Zealand offers a type of bunk timeshare in economy class called Skynest. Starting next year, travelers will be able to purchase his four-hour sleeping sessions in pods similar to those already in place for flight attendants. American Airlines is rolling out a new amenity program specifically designed to make your flight more comfortable. And let's not forget the Pluto Pod 2.0, a $150 quirky-looking neck pillow that's a must-have in 2024. This ensures that even those relegated to economy class can sleep in their seats.

Before leaving Equinox, I visited an online sleep shop. If you want to recreate my stay, the hotel offers a complete sleep system including a platform bed, mattress, sheets, and all the accessories for about $12,000.

The journey consisted of simply riding the Line 7 train from Brooklyn to Hudson Yards. It doesn't cross time zones.

But there is no rest for the weary. Next I'm planning to go to Los Angeles on Skift. So time shifter Beyer Clausen has this to say to all of us on-the-go warriors when it comes to jet lag: “You can have the best mattress and the best pillow. Milk, cookies. That doesn't help. You have to attack circadian science.”

Sarah Kopit is Skift's editor-in-chief. To contact her, [email protected]
Graphics: Vonn Leynes

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