How Singapore hotels target sleep-deprived majority with wellness packages

93% of Singaporeans aged 18 to 50 wake up unrested, according to the Sealy Global Sleep Census.

Singapore hotels are tapping into the growing sleep tourism trend with luxury wellness packages, targeting the over half of the population sleeping less than seven hours a night. However, stiff competition and shifting traveler preferences pose significant challenges.

Andrea Ng, APAC Insights Director of Canvas8, identified enhancement and elevation as key strategies as Singapore hotels roll out unique sleep offerings to attract local and regional wellness-conscious travelers.

Enhancement focuses on transforming sleep into a luxury wellness experience. For instance, Conrad Singapore offers a Sleep to Wake Ritual that includes botanical tea, sound baths, customizable pillows, and guided morning meditation for holistic relaxation. Meanwhile, Shangri-La Singapore features a Better Sleep Package with neck and back massages, aromatherapy, and curated in-room dining menus.

“Sleep is increasingly an experiential offering,” Ng explained. “Global wellness tourism continues to grow at a rapid pace, and sleep will be the next frontier of wellness offerings.”

She mentioned that COMO Metropolitan Singapore uses a Sleep Heart Device that emits low-frequency sound waves to promote deeper rest. Additionally, KINN Studio, a boutique hotel, partners with Safe Space to provide emotional wellness resources, making sleep tourism accessible to a broader market.

Dr. Guy Llewellyn, Assistant Professor at EHL Singapore, noted that Singapore hotels are moving beyond traditional amenities like pillow menus. “They’re trying to attract the whole body, whether that’s through meditation, yoga, or offering teas and baths before bed,” he said.

Dr. Llewellyn added that many hotels now promote a digital detox, encouraging reading before bed and offering audio therapy and sleep mists to enhance relaxation. “They are really trying to be a holistic, full-body, full-mind source of packages to promote quality sleep,” he explained.

Despite these innovations, maintaining demand for sleep tourism remains challenging. Dr. Llewellyn pointed out that differentiation is a major hurdle. “There’s only so many different pillow menus, sleep mists, and teas that can be offered before everybody’s offering the same version of everything else,” he said.

Additionally, high operational costs—such as soundproofing rooms—and consumer skepticism about paying premium prices for sleep-focused stays present obstacles. “Trying to convince people that it’s worthwhile can be problematic,” Dr. Llewellyn noted.