Sleep Tourism Is Booming — And Hiltons 2025 Travel Report Reveals Why

As Sleep Awareness Month unfolds, a new travel trends report from Hilton is highlighting the rise of “sleep tourism” — a growing trend where travelers seek out rest-focused getaways.

According to the 2025 Hilton Travel Trends Report, over half of global travelers say they sleep better in hotels than at home, and the number jumps to two-thirds among Americans.

This increasing desire for better sleep while on the road is driving hotels to rethink how they design and market their experiences. Hilton is leaning into the sleep tourism trend with innovations across several of its brands. Canopy by Hilton offers gel memory foam mattresses with Serta Cool Balance technology, and Motto by Hilton features sound-absorbing rooms designed for optimal rest.

The report also sheds light on new behaviors and preferences. Nearly 25% of travelers book spa treatments with the specific goal of improving sleep. Hiltons Sleep Retreats offer rejuvenating treatments designed to promote deep relaxation. At properties like Arizona Biltmore, LXR Hotels & Resorts’ Tierra Luna Spa offers contrast therapy treatments aimed at promoting deeper, more restful sleep.

“Sleep divorce” is another rising trend, with 63% of travelers saying they sleep better alone and over a third preferring separate beds while traveling. Hiltons Confirmed Connecting Rooms offer a solution for couples or families looking to strike a balance between connection and quality sleep.

Mindful drinking is also gaining popularity, as one in four travelers report cutting back or eliminating alcohol to improve rest. Tempo by Hiltons beverage program offers “Spirited” and “Free-Spirited” cocktails to cater to this shift, offering crafted drinks with and without alcohol that deliver a high-end experience without the sleep-disrupting side effects.

And for those who simply want to lounge guilt-free, a Scottish-inspired trend known as “hurkle-durkling” — intentionally staying in bed all day — is becoming a favorite among Zillennials, with 30% embracing the idea.

Hilton is also bolstering its rest-focused offerings through partnerships with Calm and Peloton, allowing guests to fall asleep to guided meditations or enjoy in-room workouts without sacrificing rest.

With better sleep now a top travel priority, hotels are finding new ways to turn rest into a luxury — and travelers are ready to check in.