Ever checked into a hotel with an agenda to sleep in? Yes, Indians are now opting for comfortable rest in a hotel room to deal with their lack of sleep. On World Sleep Day, we find out what a sleep-deprived nation is seeking from its hospitality industry.

After a whirlwind week of exploring Thailand packed with boat tours, I checked into Innside by Melia, a sleek retreat in bustling Sukhumvit in Bangkok, determined to reclaim my lost sleep. My 29th-floor suite overlooked the city's chaos in perfect silence. While my friend transformed the bedroom into a dark sanctuary, I sank into the plush double couch by the window. For the next two days, we did little but sleep—deep, uninterrupted, and utterly restorative.

International hotel brands prioritise sleep quality. This chic urban retreat in Bangkok’s financial district offers top-tier amenities, including Thai massages. However, Four Seasons, the iconic luxury hotel chain was the first ever to introduce the ‘Pillow Menu’, with options ranging from Body, Foam, Orthopaedic, and Feather, each designed for personalised comfort. Most five star hospitality brands now offer this service, under ‘Sleep tourism’ -  a growing travel trend where destinations and hotels offer specialised experiences, amenities, and wellness programs designed to improve sleep quality and deep relaxation.

How India sleeps

Ours is one of Asia’s most sleep-deprived nations, trailing only Japan, Singapore, and South Korea. A Wakefit survey found most Indians sleep six to seven hours, below the recommended eight. Data by fitness company Ultrahuman also reveals Indians sleep 30 minutes less than the global average and tend to go to bed half an hour later than most. Unfortunately, late dining habits in India only worsen the struggle for restful sleep.

“Eight hours of sleep is essential for regulating blood pressure, improving heart rate variability, reducing inflammation, balancing stress hormones, optimising glucose metabolism, and supporting cellular repair and regeneration, all key factors for overall health and longevity,” says Dr. Kartikeya Chaturvedi, a Professor of Cardiology.

As a result, a new kind of travel is rising at home too. Skyscanner reports that 85% of Indian travellers are prioritising sleep, and 20% are even making it the focus of their next holiday. With the global sleep tourism market valued at $74.54 billion, luxury hotels and wellness retreats in India are stepping up to offer science-backed sleep programs. More travellers are now seeking destinations that don’t just offer relaxation but also actively help restore their natural sleep cycles.

“Sleep tourism has evolved from a niche wellness trend to a global movement, recognising rest as the ultimate luxury. When quality sleep is a rare indulgence, travellers seek destinations that prioritize rejuvenation just as much as exploration,” Harish Gopalakrishnan, General Manager at The Westin Goa shares.

Who needs to sleep more?

Saheli Sen Gupta, a media executive from Bengaluru, spent a week in a hotel room in Shillong, just sleeping and enjoying the views. “It was more about getting away from everything. I switched off my phone, ordered room service, watched comfort movies and enjoyed the July weather thoroughly,” she says.

Today, India’s city hotels recognise the growing demand for restorative experiences and have tailored offerings to promote deep, rejuvenating sleep. “Our curated services include plush linen & bedding replete with luxurious duvets and comforters, blackout curtains, bespoke pillow menu, calming bath and foot soaks, sleep-enhancing turndown amenities, and aromatherapy designed to ease stress and enhance relaxation,” adds Praydhumna Singh Rathore, General Manager, Taj Palace New Delhi.

“Sleep tourism may be the latest trend redefining the way business travellers approach rest and recovery, but quality sleep has always been at the heart of our unparalleled wellness philosophy,” informs Chaitanya Sharma, Director of Rooms at Four Seasons Bengaluru. The brand also has specially designed signature mattresses to ensure optimal support, comfort, and temperature regulation for a restful sleep.

Pallavi Goorha, a PR agency owner, felt the need for a relaxing holiday in Goa recently. “We had already explored Goa. It was a no-brainer that we would stay in with the family - kids and senior citizens, and have a relaxed holiday,” she shares. “We slept and swam and ate, that’s all we did!”

“Sleep tourism is an art curated with care, where rest becomes an indulgent and deeply restorative experience,” says Agatha B. Marak, Assistant Director of Spa at The Westin Himalayas. The resort elevates restful retreats with its ‘Sleep Well’ program, featuring the Heavenly Bed 2.0 - a customizable bed menu, soothing lavender balm, chamomile tea, Ayurvedic therapies, essential oils, flexible breakfast timings, and a matcha-chocolate turn-down treat—all designed to enhance the resting part.

Even in Tier II cities, this trend is notable. At Courtyard by Marriott in Ahmedabad, guests requesting quiet are housed on silent floors having least movement. Such offerings work well for aviation crew and business travellers.

Modern epidemic

Sleep struggle has become a modern epidemic, with stress, erratic schedules, and digital overload making it harder than ever to truly unwind. Recognising sleep as the cornerstone of overall well-being, Ananda in the Himalayas offers a Sleep Enhancement Programme, designed to be a personalised sleep therapy, combining Ayurveda, guided meditation, and aromatherapy. Available to guests for a minimum of seven nights, the programme caters to individuals struggling with sleep apnoea, insomnia, frequent awakenings, irregular sleep cycles, or excessive dreaming.

The Silicon City of Bengaluru has many takers of such offerings. “Sleep tourism has seen a steady rise in popularity among guests in recent years, driven by a growing focus on self-care and aligns with a broader movement toward mental health and holistic wellness,” opines Ronan Fearon, General Manager, JW Marriott Bengaluru Prestige Golfshire Resort. Angsana, a wellness facility, also offers tailored experiences to combat insomnia and promote deep relaxation, with treatments and massages, using therapeutic oils and expert techniques to ease tension.

Post-holi, ITC Windsor in Bengaluru is offering a special sleep package. Featuring wholesome meals, breath-work, meditation, and yoga, the experience includes a night sound bath led by Anjali Mathur, who seamlessly blends traditional Indian practices with modern wellness science for transformative rest. 

After all, in a world that glorifies hustle, prioritising deep, restorative sleep is the ultimate act of self-care.