Megan Straughton
Monetizing the sleep tourism trend: four top tips
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Megan Straughton
Monetizing the sleep tourism trend: four top tips
Have you ever considered going on holiday to…sleep?
It might sound like a bizarre way to spend your time, but it’s becoming increasingly common, with many of us seeking to escape the stresses of everyday life and just enjoy some downtime. Wellbeing holidays are increasing in popularity, according to Skyscanner – as well as sleep tourism, this category also includes yoga, nutrition and spa breaks, amongst other things.
If you own a hotel or other accommodation business and are interested in making the most of this trend, then read on to discover four top tips for monetising sleep tourism.
Invest in your location
In order to get your guests to book a stay, choosing the right location is key. They need to feel excited by your marketing images, both on your website and on social media – you need to make them feel welcome even before they arrive.
To do this, make sure your accommodation is up-to-scratch – on a sleep retreat, the chances are that your guests will be spending a lot of time in their room. Creature comforts such as blackout curtains, comfortable mattresses and pillows and temperature control are all essential, along with somewhere cosy to sit, blankets, and plush towels and robes.
If you’re choosing a new location, then think about the proximity to noisy sites or attractions. City centres are highly convenient, but you’ll need to factor in the cost of some serious noiseproofing to make it work as a sleep destination. An out-of-town location, with a shuttle bus to the local train station, might be a better option. Don’t risk bad reviews – make sure you get it right from the start.
Highlight the wellness aspect
Sleep retreats can be expensive, so you’ll need to pitch your offerings to the customer as a wellness opportunity. On paper, it can feel strange for someone to pay to come and sleep, so try to think about what you’re offering besides this. Is it a chance for a digital detox? Will you provide reading recommendations? How will your food and drink support sleep?
Being clear on the whole package can help your guests buy into the sleep tourism experience and will get you more bookings. These extras may also allow you to bring in additional money on top of the base room cost.
Offer personalised programs
Much like if you go on a spa break and choose your treatments, many sleep tourists will expect some personalisation options, and will pay accordingly. For example, you could allow them to upgrade their pillow, have a specific scent diffused into their room each night, or work with a local massage therapist. Dieticians and wellness coaches can also advise guests on the best ways to achieve optimum sleep, or you could have a yoga teacher run daily classes in the evening with guided meditations before bed.
Allowing your guests to tailor their experience will help them feel like they’re buying more than just a bed to sleep in. Even if they don’t book these programmes before they arrive, you can highlight these options at check-in or via a menu in their room.
Know your audience
Are you aiming your retreats at tired parents, overworked professionals, or young adults? Knowing your audience will help you tailor your marketing materials accordingly, and provide an experience that really resonates with your guests. It is possible to target all of these people at once, but the chances are that you’ll hit the mark with fewer people, and get less recommendations as a result.
Why not try to run specific marketing campaigns aimed at a certain audience, and tailor your sleep retreats throughout the year? For example, a weekend weary parent retreat might be better placed in term time, as they’ll likely use their holiday allowance in the school holidays with the kids.
There’s also nuances to your audience that you’ll need to keep in mind. Gen Z, for example, is the group that’s leaving alcohol behind, favouring mocktails instead, so a cocktail menu is probably of little interest. Many are also interested in biohacking – using personal metrics and data to optimise a biological metric – in this case, sleep – so having some tracking tools on hand will likely go down well. Knowing these seemingly small details will get your guests excited about their stay, as well as getting them talking about their trip to their friends when they come home.
Author: Megan Straughton
Megan is a regular traveller, both for work and for pleasure.
She’s fascinated by the rise of wellness retreats and has enjoyed several herself.
Her favourite so far was a yoga break in the wilds of Spain.
The authors are responsible for the choice and presentation of the facts contained in this document and for the opinions expressed therein, which are not necessarily those of Tourism and Society Think Tank and do not commit the Organization, and should not be attributed to TSTT or its members.
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