How the $600 Billion Sleep Tourism Industry Promises Perfect Nights of Rest

The global sleep tourism industry is booming, valued at approximately $600 billion, as more Americans prioritize rest during vacations. Luxury hotels are meeting this demand with high-end sleep packages, designed in collaboration with sleep scientists to promise a scientifically curated night of relaxation.

In the U.S., sleep now outranks activities like shopping, nightlife, and wildlife viewing as the primary goal for travelers. The Centers for Disease Control and Prevention (CDC) has declared insufficient sleep a public health epidemic, with about one-third of U.S. adults and children not getting enough rest.

Dr. Matthew Walker, a leading sleep researcher and director of the Sleep Innovation Laboratories at the UT Dallas Center for BrainHealth, partnered with Equinox Hotels to create the Sleep Lab. This nearly $2,000-per-night room is entirely optimized to help guests achieve better sleep. Walker describes it as "a whole thermal and sensory ballet, all of which is designed around the biology of what your body needs."

Walker’s collaboration with Equinox Hotels reflects a broader trend: the gamification of health data, from step counts to heart rate variability, now extends to sleep optimization. This raises questions about whether sleep vacations can provide lasting benefits for better rest at home.

Inside Equinox Hotels’ Sleep Lab

To explore this trend, Vox producer Peter Balonon-Rosen spent a night in Equinox Hotels’ Sleep Lab in New York City. Equipped with a sleep mask and reporter’s notebook, he documented the experience and later discussed his findings with Noel King, co-host of the Today, Explained podcast.

Below is an excerpt of their conversation, edited for length and clarity. For the full discussion, listen to Today, Explained on platforms like Apple Podcasts, Pandora, and Spotify.

Marketing Sleep as the Ultimate Solution to Burnout

The marketing industry has positioned sleep as a "sexy new solution" to burnout, with hotels now offering luxury sleep vacations. These packages promise not just rest, but a scientifically backed approach to achieving the best night’s sleep possible.