Why it matters:
- More than one-third of U.S. adults reported worsening year-over-year sleep quality, according to the Sleep Foundation. Factors like stress, burnout, constant productivity, poor nighttime routines, and ongoing economic and social turbulence continue to impact the issue.
- A plethora of products and experiences designed to offer solutions for a sleep-starved nation has ballooned into a $585 billion global industry spanning tech, home goods, travel, and more.
- While wearable sleep tracking devices have led growth, on the non-tech side of the market, accessories and home goods that create an atmosphere for rest and relaxation, like pillow sprays and weighted blankets, are extending the bed beyond a sleep space to a recovery zone, opening opportunities in a sub trend of self-care while you slumber. Meanwhile, sleep tourism has more consumers prioritizing rest and rejuvenation during travel, spending on accommodations and amenities that enhance sleep quality and wellbeing.
The struggle is real. To get a decent night’s sleep, that is. Americans are desperate for sleep and — more aware of its impact on mental and physical well-being —opening their wallets for anything that makes its pursuit easier, better, or simply more restful.
According to a consumer survey from the Sleep Foundation, an organization that provides sleep news, educational videos, and sleep-product reviews, more than one-third of U.S. adults reported sleeping worse during 2023 than in previous years. Stress, burnout, constant productivity, poor nighttime routines, and ongoing economic, social, and political turbulence that is, well, exhausting, make it easy to envision that figure climbing ever higher.
One bright spot for a sleep-starved nation is a plethora of products and experiences that attempt to offer solutions — and they are translating into big business. Dubbed the sleep economy by the Sleep Foundation, the comprehensive term encompasses everything from mattresses to accessories to gadgets to devices — all in the name of achieving the perfect snooze state. And that economy has hit $585 billion, says Statista.
Global sleep tech devices market valued at $21.1 billion, with exploding growth ahead
Much of the market’s growth is in sleep tech products. Global Market Insights valued the sleep tech devices market in North America at $9 billion in 2023, with an 18% compound annual growth rate expected between 2024 and 2032.
The wearable sleep tracker segment accounts for 64% of the segment and is growing robustly.
According to American Academy of Sleep Medicine data, 1 in 3 Americans use these electronic trackers, which monitor sleep patterns and potential disorders like sleep apnea by tracking heart rate, body temperature, and breathing patterns. Some trackers provide recommendations for optimizing the environment, such as adjusting noise levels and temperature in the room.
Similarly, smart mattresses monitor both body and environment, adjusting temperature and mattress firmness to maximize uninterrupted slumber. Market researcher Grand View Research reported the global smart mattress market was valued at $1.8 billion in 2024 and projected to reach $2.5 billion by 2030. North America dominates sales with a market share of 66.7%.
Among the many devices and apps comprising sleep tech are Oura Ring sleep trackers, Hatch Restore 2 sunrise alarm clocks that gently wake sleepers with gradual light and sound transition, Magicteam white noise machines, Anker Soundscore sleep headphones, and a Tempur-Pedic Tempur-Ergo ProSmart bed frame that adjusts at the head and feet.
“Tracking sleep is useful if it gives you information to support you in shifting habits to improve your sleep,” said Nancy H. Rothstein, MBA, The Sleep Ambassador, who educates individuals, corporations, and other organizations on the impact sleep has on productivity, health, and life.
[Read more: Emotional Rescue: (Unexpected) Brands Are Building Wellness Into Marketing Plans]
Tactile accessories cross into self-care opportunities — including ‘bed rotting’
On the non-tech side of the market, accessories and home goods that create a sensory atmosphere for rest and relaxation are growing. Think scentscape products like infusers, pillow sprays, and candles, as well as sleep masks, sheets, and weighted blankets. The global sleep aid aromatherapy market alone is estimated at $2.5 billion in 2025 and projected to reach $4.5 billion by 2033, reported market researcher Data Insights Market.
The growth of these softer, feel-smell-and-touch products is extending the bed beyond a sleep zone to a recovery area, flowing into a growing subtrend: bed rotting.
This act of spending extended time in bed being intentionally unproductive as a form of self-care was named a top trend of 2025 by global trend forecasting company WGSN. Titled “therapeutic laziness” by WGSN, it’s a response to rising levels of burnout and anxiety that offers a guilt-free retreat that many consumers seek.
As beds become wellness zones, opportunities for self-care, “treat-while-you-laze” products unfold, Lisa White, WSGN’s Director of Strategic Forecasting, told CO—.
In addition to more products that enhance skin and hair health while you unwind, White expects to see more sensorial bedding embedded with nourishing ingredients like lavender or CBD infused at the fiber level. Coco-Mat, a manufacturer of sleep products, for example, offers mattresses, pillows, and duvets made with natural materials like coconut fiber and eucalyptus.
[Read more: Oura CMO on How a Product Designed to Deliver Hyper-Personalized Health Results Scaled Into Big Retailers Like Target]
Sleep tourism — a $409.8 billion segment that reflects ‘the increasing importance travelers are placing on their holistic well-being’
More consumers are prioritizing rest and rejuvenation not only at home but during travel. The advent of sleep tourism — travelers seeking out accommodations and amenities designed to enhance sleep quality and overall well-being — is a segment estimated to hit $331.2 billion in North America by 2030, according to Grand View Research.
The rise of sleep tourism reflects the increasing importance travelers are placing on their holistic well-being.TJ Abrams, Hyatt’s Vice President of Global Wellbeing
More hotels are developing full-on sleep programs devoted to helping guests unwind and optimize sleep as part of their experience. Sonesta runs a rest and renew program at New York’s Royal Sonesta Benjamin hotel, with tools and tips from sleep medicine and meditation expert Dr. Rebecca Robbins. Amenities include a curated pillow menu and a Nodpod weighted blanket.
Hyatt’s Sleep at Hyatt Program includes personalized and intentionally designed experiences.
“The rise of sleep tourism reflects the increasing importance travelers are placing on their holistic well-being,” said TJ Abrams, Hyatt’s Vice President of Global Wellbeing, told CO—.
Hyatt survey data revealed that 3 in 4 consumers consider sleep quality the most important factor when traveling and are more likely to take advantage of amenities designed to improve sleep.
Hyatt introduced its sleep program in 2022 with Wellbeing and Mindfulness Suites at the Park Hyatt New York and as part of the Park Hyatt Chicago’s $60 million renovation.
“We wanted to create a true sanctuary — a place where guests could rest deeply, feel fully present, and leave feeling genuinely rejuvenated after a long day of traveling,” explained Abrams.
The suites feature the Bryte Balance AI-powered mattress, which personalizes sleep experiences, from firmness and temperature balancing to ambient soundscapes and silent wake assist to gently rouse one from slumber, all accessible via a bedside QR code.
While the suites are designed to be exclusive and not high volume, since their introduction, Park Hyatt Chicago has hosted over 400 individual stays, and Park Hyatt New York has seen an increase in occupancy by over 30% for this suite category, Abrams reported.
The Sleep at Hyatt Program extends to other select locations and packages like the Rest & Recovery Suite at its Hotel Figueroa, offering red light therapy and a white noise machine; Andaz 5th Avenue’s Wellbeing Suites equipped with an Airweave mattress; and Párisi Udvar Hotel Budapest’s complimentary pillow menu. (At the luxury wellness resort Miraval, guests can even attend workshops and private sessions with sleep science coach Leah Ann Bolen. )
Hyatt emphasizes sleep health beyond the suites. In addition to collaborating with Rothstein, The Sleep Ambassador, to offer guests a set of practical sleep tips, last fall, World of Hyatt, the hotel chain’s loyalty program, collaborated with meditation and sleep app Headspace to launch a video series for travelers, Science Behind Sleep.
The series, available in guest rooms in 400 hotels, was created with Headspace meditation teacher Dora Kamau and sleep expert Dr. Aric Prather. World of Hyatt members can also enjoy complimentary access to Headspace’s colored noise collection, guided meditations, and mindfulness exercises.
‘Only you can sleep for you’
Expect sleep prioritization and an overarching mental, physical, and emotional well-being focus to continue to shape travel. Hyatt, for example, recently launched a Wellbeing Collective Advisory Board, Abrams noted.
“Sleep trackers will continue to evolve, and [the] role AI will play in them is unknown,” said Sleep Ambassador Rothstein.
Other accessories like mattresses, sheets, masks — products that help consumers address the sleep insufficiency that plagues them —will continue to flood the market, she predicts.
“Comfort is key,” Rothstein added. “Anything you can afford that can help you sleep better … [can be useful] if it helps support your [individual] physiology. Only you can sleep for you.”
CO— aims to bring you inspiration from leading respected experts. However, before making any business decision, you should consult a professional who can advise you based on your individual situation.
