A new AmeriSleep.com study highlighted by Newsweek revealed an impressive stat: 37% of 1,200 U.S. consumers used their PTO this past year not to jet off somewhere … but simply to catch up on sleep. That’s right, we’re officially taking vacation days to nap.
What’s driving this collective burnout? Factors included added work responsibilities, an “always-on” mentality driven by chronic smart phone usage, and economic stress. Millennials are leading the sleep-charge at 43%, with Gen X close behind at 34%, then Gen Z at 33%, and Boomers at 32%.
Given all that, it’s no surprise that Sleep Tourism has surged in 2025. AmeriSleep defines the trend as “a shift from traditional vacation activities like sightseeing and shopping to prioritizing relaxation and quality sleep. Travelers choose destinations and accommodations that offer comfortable beds, quiet environments, and specialized sleep-enhancing amenities.”
For DMOs, this is a huge opening to lure weary travelers out of their homes and into destinations built for real rest. And here’s the key: Sleep Tourism isn’t just a luxury trend for high-end resorts. Even with rising costs, people still want to travel. So DMOs should frame their sleep-focused offerings through a value lens, making restorative travel feel accessible to a much wider audience.
Here are five ways DMOs can strengthen their marketing efforts to better position themselves to attract the burgeoning Sleep Tourism sector:
Don’t just wait for the trend to come to you. Play a primary role in inspiring the industry to embrace Sleep Tourism trend by spotlighting its potential value and showcasing best practices to drive product development. Host workshops and webinars and/or offer an innovation grant program that encourages hotels, spas, wellness retreats, and other destination products to reimagine offerings that prioritize rest. Examples include the Equinox Hotel New York’s sleep-optimized rooms aka “Sleep Labs” developed in partnership with neuroscientist Matthew Walker, Westin Hotels and Resorts’ partnership with Goop on a “sleep training for adults” video series, and The Benjamin Royal Sonesta Hotel New York City’s “Rest & Renew” program for better sleep.
Through marketing communications, DMOs can highlight quiet, stress-free attractions and low-intensity activities such as gentle hikes, yoga sessions, or spa retreats that allow visitors to unwind. Frame offerings as “effortless escapes” or the new “Hushed Hobbies” trend touted by Booking.com for 2026. These are activities that require little planning, from curated wellness itineraries to self-guided outdoor experiences. Showcase natural settings and peaceful environments within the destination, especially experiences that can be done for free or with little cost. Package all offerings in a microsite vanity URL as a call to action.
Target communications efforts to nearby short drive markets, within a one to two-hour radius. In addition to incorporating packages developed by accommodation partners, create pre-planned itineraries that take sleep tourists off-property for wellness and “slow travel” experiences such as bike and walking tours, nature-based offerings as well as long-lunch and brunch locations where visitors can savor their meals without rush. Create micro-recovery packages for weekend warriors that maximize rest while minimizing time away from work. Make it clear that even short trips provide better recovery than staying at home.
DMOs can encourage travelers to embrace “slow travel” by countering the pressure to pack itineraries with endless activities with the concept of “simply being” as the main attraction. Highlight experiences such as reading in a serene location, taking long walks, enjoying afternoon naps, or exploring the destination in an unstructured/unplugged way. Reframe the narrative from FOMO to JOMO (Joy Of Missing Out) showing that it’s okay to visit a place without trying to see everything. By normalizing downtime and unhurried exploration, destinations can position themselves as spaces where relaxation, reflection, and mindful enjoyment are just as valuable as sightseeing, as well as encouraging repeat visitation.
DMOs can expand the reach of sleep tourism into the groups and meetings vertical by collaborating with target companies and their corporate wellness programs. Offer group packages or curated itineraries designed for team rejuvenation, positioning travel as a proactive solution to burnout. Marketing content can highlight the measurable benefits of taking a true getaway versus resting at home, sharing testimonials or research that show employees return more energized, focused, and productive. Partnerships with HR departments, wellness experts, and productivity consultants can reinforce the message that restorative travel is not a luxury but an investment in well-being and performance, encouraging visitors to use their PTO to truly disconnect and recharge.
In today’s environment, the future of destination marketing includes serving consumers who need rest just as much as adventure and local cultural immersion. DMOs that embrace this consumer shift, can capture a growing, underserved market for the benefit of their visitor economy.