Hotels Cash In as Millennials, Gen Z Embrace ‘Sleepcations’

Forget jam-packed sightseeing: a growing number of travelers are booking hotel stays with one main goal—sleep. The Wall Street Journal highlights the rise of the “sleepcation,” particularly among millennials and Gen Z, who are swapping early tours and nightlife for blackout curtains, plush mattresses, and marathon 16-hour naps. Hotels are leaning in, offering sleep-focused add-ons such as CBD gummies, weighted blankets, lavender eye masks, and even customizable pillow menus for perfect head support.

The trend is proving profitable, and upscale brands like Four Seasons are embracing it. Guests who spend more time in bed typically put little strain on hotel amenities but are more likely to splurge on room service and premium upgrades like high-tech, sleep-tracking beds. Sleep experts caution, though, that a few indulgent rest-filled days won’t fix chronic sleep loss and can’t replace consistent nightly habits.

Still, for burned-out nurses, overworked developers, and frazzled vacationers, a weekend devoted to rest can feel like the ultimate luxury—and participation is broader than you might assume. According to HuffPost, a recent travel-trends report found that “sleeping” ranked above both “shopping” and “nightlife” among top vacation activities for United States travelers.

Not everyone is convinced. Some adventure-minded tourists say they can’t imagine spending precious vacation time that way. As one told the Journal, “If I’m paying a lot of money to go somewhere and fly across the world, why would I want to waste the time sleeping?” For those eager to nap abroad, European destinations are increasingly marketing themselves as ideal cities for restorative getaways.

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