Hilton’s 2024 Trends Report has identified rest and relaxation as the primary motivation for travel across all age groups this year, with “sleep tourism” emerging as a significant trend. Initially gaining traction in 2023, sleep tourism has continued to grow rapidly. According to the Global Wellness Institute, Wellness Tourism is one of the travel industry’s fastest-expanding sectors, with projections indicating it could reach a value of $1.4 trillion by 2027.
In response to this growing interest and to mark National Sleep Month in March, Hilton has collaborated with sleep science specialist Dr. Rebecca Robbins to offer insights on leading the hospitality industry in providing the ultimate sleep experience. This initiative includes the introduction of Sleep Retreats at Grand Wailea, A Waldorf Astoria Resort, with plans to expand these offerings to more locations soon. Dr. Robbins, a respected sleep authority and assistant professor in medicine, brings a wealth of knowledge on how behavioral adjustments can enhance sleep quality, especially in new environments.
“Understanding the vital role sleep plays in our lives goes much deeper than just knowing we need it. It’s about nurturing and prioritizing it, especially in our fast-moving world where being constantly on the go is the norm,” said Dr. Robbins. “Collaborating with Hilton to bridge the gap between sleep science and its practical, everyday application excites me and our retreats serve as a wonderful demonstration of how this knowledge can be brought to life – whether traveling or at home.”
Launching in Maui at Grand Wailea’s Kilolani Spa, these Sleep Retreats aim to educate and inspire guests through a comprehensive exploration of sleep science and practices. Led by Dr. Robbins, participants will engage in various activities, discussions, and meditations designed to improve sleep quality. The program also incorporates spa treatments to address jet lag, regulate circadian rhythms, and stimulate sleep-friendly hormones, alongside lectures on sleep science and personalized sleep schedule planning.
“Hilton seeks to provide more than just a place to stay. We aim to be a catalyst for wellness, starting with a great night’s sleep. Recognizing that more than half of all travelers surveyed in our recent Trends Report emphasized the need for rest when they travel, our commitment has never been more important,” said Amanda Al-Masri, global vice president, wellness, Hilton. “From the moment a guest steps into our hotels, every touchpoint is an opportunity to contribute to the quality of their overall wellness, and these curated Sleep Retreats represent a fusion of comfort, science and innovation crafted to improve the sleep experience.”
Hilton’s commitment to superior sleep experiences is evident in its brand offerings. For instance, Canopy by Hilton features gel memory foam mattresses with Serta Cool Balance® technology, while Motto by Hilton rooms are designed for acoustic privacy and incorporate advanced technology for a seamless stay. Tempo by Hilton rooms offer special features for winding down, and Signia by Hilton in Atlanta provides wellness rooms equipped with amenities for enhanced rest and relaxation.
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