Travel: More UAE, GCC residents choose ‘sleepcations’ to overcome burnouts, says study

Dubai: While travel trends like ‘gig-tripping,’ ‘reset retreats,’ and ‘detour destinations’ are making waves for 2025, another trend is gaining traction among stressed-out UAE and GCC residents. Sleepcations, one of the most enticing concepts in the tourism industry, are becoming increasingly popular with both millennials and Gen Z in the region.

In collaboration with YouGov, a recent study by hospitality leader Four Seasons spotlights this trend. Despite 51 per cent of over 2,000 GCC respondents reporting that they sleep six to eight hours a night, only 19 per cent manage the recommended eight or more hours. Alarmingly, 24 per cent regularly sleep less than six hours a night.

And the general lack of sleep is seeing a rise in demand for sleepcations, according to hoteliers. 

 “We see demand from both business and leisure travellers. For business travellers, sleepcations offer an opportunity to recharge in between hectic schedules, while leisure travellers seek these experiences as a form of self-care and wellness enhancement during their stay,” according to Adrian Messerli, president of hotel operations – Europe, Middle East and Africa, Four Seasons.

“Ultimately, our guests are craving restorative and restful sleep as a primary factor in their stay,” he explained.  The global wellness industry, in 2023, was worth $6.32 trillion, according to a report from the Global Wellness Institute. That's 25 per cent larger than it was in 2019, making it bigger than the sports and pharmaceutical industries.

The hospitality sector, including hotels and spas, stands to gain big in the coming years, with more and more travellers prioritising wellness during their travels.

How important is sleep for GCC residents?

About 62 percent of GCC respondents consider sleep ‘very important’ to their overall well-being, with women (67 percent) prioritising it more than men (59 percent), explained the report. The report clarified that married individuals with children (65 per cent) prioritise sleep more than singles (55 per cent).

Hilton’s 2025 Travel Trends report also revealed that UAE travellers are prioritising rest and relaxation and reconnecting with friends and family.

“While experiences are key, 42 per cent of UAE leisure travellers plan to do so to rest,” read the report. Among all travellers, 38 per cent often stay in bed for an entire day when travelling, and 62 per cent say they sleep better in a hotel than at home. Gen Z and Millennials are more likely to enjoy this practice than their older counterparts.

“Resting and recharging continue to be primary motivators to travel, and exploring nostalgic destinations with family and friends is on the rise,” according to Simon Vincent, executive vice president and president of Europe, Middle East and Africa.