A new survey finds 43% of Millennials are using paid time off just to catch up on sleep, and nearly half would pay more for sleep-focused getaways
Paid time off once meant beach trips and sightseeing. For many Millennials, it now means catching up on sleep, according to a new Amerisleep survey of more than 1,200 Americans.
The mattress retailer found that 43% of Millennials used PTO days in the past year just to snooze, while 35% said they had taken a vacation primarily to rest. Nearly half of all respondents (47%) said they would pay up to 25% more for vacations meant to improve sleep, with Millennials driving the demand.
The findings also revealed a correlation between income and exhaustion. Six-figure earners were about 26% more likely to use PTO for rest than those making under $100,000 a year. On average, half of respondents said they had burned two to three vacation days in the past year to do nothing more ambitious than sleep.
Aside from Amerisleep’s findings, a bigger question lingers: Why are Millennials so exhausted in the first place?
One answer may be burnout, according to Aflac’s annual WorkForces Report, which found that 66% of Millennials report moderate to high burnout, far more than Gen X at 55% and baby boomers at 39%.
Experts cite several reasons, from career pressures and demanding work environments to constant connectivity, a competitive job market and the strain of the “sandwich generation,” where Millennials are often caring for both children and aging parents.
Of course, the findings buoy the already fast-growing sleep tourism and wellness travel sectors. Amerisleep reports that Google searches for “wellness travel” have surged 95% in the past two years, while queries for “sleep resort” and “sleep vacation” have climbed more than 30% since 2023.
When asked what they’d actually want from a sleep retreat, more than half of respondents said they would try a sleep tracker, join a silent morning session or test out sound therapy. Nearly a third said they would go all in with a digital detox, avoiding screens altogether in the hope of reclaiming rest.
But not everyone is angling for extra sleep with their paid time off, as Amerisleep uncovered some generational divides. Only 20% of baby boomers reported using PTO to sleep, compared with 33% of Gen Z and 34% of Gen X. Millennials stood apart not only for taking more rest-driven time off, but also for showing the greatest desire for sleep-focused vacations.
Wellness Brands Eye Sleep as Big Business
Enter the era of the “restcation,” where hotels and wellness destinations are moving quickly to capture demand from travelers who see the bed, not the pool, as the real amenity. Properties like The Well, The Estate and Clinic Les Alpes have begun weaving sleep-enriching practices into their offerings.
At social wellness club The Well, treatments range from acupuncture and herbal remedies to mindful movement classes and cold plunges designed to prepare the body for deep rest. The Estate takes a more clinical approach, combining personalized sleep optimization with soundproof spaces, circadian lighting and sleep-focused therapies. Clinic Les Alpes, meanwhile, offers guests a Sleep Assessment Pathway to address sleep disorders and improve overall sleep quality.
Equinox Hotels, one of the first to tap into the sleep economy, has launched its Sleep Lab in New York, a research-backed experience developed with sleep expert Dr. Matt Walker. Elsewhere in partnerships, InterContinental Singapore has become the first property in the IHG Hotels & Resorts portfolio to incorporate NuCalm, a neuroscience-based wellness system designed to support deep rest, stress recovery and mental performance for its guests.
credit: Equinox Hotels
Even greens-powder focused supplement companies are pushing into the sleep arena. This summer, AG1 introduced AGZ, its first new product in 15 years, a melatonin-free nighttime drink formulated with adaptogens, herbs and minerals to support rest and recovery.
Sleep Tech Brands Win With Investors
Investors are paying attention, too.
At a recent UBS event, McKinsey & Company analysts ranked sleep health as one of the top three investable categories — and recent deal flow backs it up.
In August, Eight Sleep raised $100 million, bringing the brand’s total funding raised thus far to more than $250 million. The capital will power an AI Sleep Agent, a push toward FDA approval and global expansion with China on the roadmap.
Weeks earlier, Somnee, co-founded by Dr. Walker, closed a $10 million seed extension for its AI sleep headband. The momentum continued with Sleep.ai, which recently raised $5.5 million to scale its AI-powered sleep intelligence platform.
