Luxury cabin nestled in woods east of Wausau bills itself as 'sleep tourism' destination. What is this trend?
WAUSAU – "Sleep tourism is a thing," and an elegant cabin east of Wausau is the perfect place for it, the email proclaimed.
It was a public-relations pitch for Owl Ridge Cabin, a vacation rental property located amid acres of woods. The email focused on peace and quiet, touting the property as not only a great place to get a good night's sleep, but to read a book, disconnect from devices and hike in the woods.
Owners Randy and Sara Bangs don't use the phrase "sleep tourism" on Owl Ridge's website, but they use a slew of related words: relax, refresh, restore, rejuvenate.
Sleep tourism wasn't a concept Randy Bangs said he had in mind when he developed Owl Ridge. He saw an opening in the vast hospitality market for a place that offers guests peace and solitude while blending the natural world with a private, luxurious, and spa-like vacation home experience. Sleep just happens to be a part of it all.
Coincidentally, as Bangs designed the destination, the idea of sleep tourism became trendy. Do an internet search of "is sleep tourism a thing?" and find stories from 2023 by media outlets across the world, including Forbes, CNN and Conde Nast Traveler. Even Sleep Advisor, a group devoted to promoting healthy and deep rest, is in on the trend.
For some, paying hundreds of dollars for something we do every night — unconsciously — may border on absurd. But consider the state of the world, wrote Arwa Mahdawi, columnist for United Kingdom-based newspaper The Guardian.
"We live in incredibly anxious times. We have climate change to the right of us, a potential world war to the left of us, and general mayhem all around us," Mahdawi wrote. "Who wants to spend their hard-earned cash going on adrenaline-filled adventure holidays in this climate? Far better to spend your money switching off."
Sleep tourism melds travel and wellness
Sleep tourism also makes sense in a post-pandemic world. COVID-19 spurred many to take greater care of their health, both mental and physical. At the same time, the end of the lockdown era released pent-up demand for travel experiences, according to a Washington Post story analyzing trends propelled by the pandemic.
The concept of sleep tourism bridges people's efforts to bolster their health while getting out and exploring the world.
Sleep is vital to well-being, according to a 2013 story in a National Institutes of Health newsletter.
"Sleep services all aspects of our body in one way or another: molecular, energy balance, as well as intellectual function, alertness and mood," said Dr. Merrill Mitler, a sleep expert and neuroscientist at NIH, quoted in the story.
Even though Bangs didn't set out to make Owl Ridge a sleep-tourist destination, he knew people who wanted to stay there likely would also be interested in healthy, relaxing pursuits. That's why he stocks yoga mats the Owl Ridge closet, for instance.
And Bangs is quick to point out Owl Ridge's setting is naturally good for visitors' health.
"There's proven science that being out in the woods, talking walks in nature, is healthy," Bangs said.
Another notion Bangs has explicitly tied to Owl Ridge is romance. Among the packages that can be purchased along with a cabin stay is "A Touch of Romance Package, " which includes a single rose, guaranteed late checkout, homemade chocolate truffles and a bottle of sparkling wine.
There is a also a gourmet dinner package, a couples massage package, a honeymoon package and an anniversary package. He envisioned couples visiting the cabin for anniversaries, birthdays and other special occasions.
Yes, romance often leads to activities that could lead to short-term sleep loss. But in the long run, having a healthy sex life can bolster healthier sleep, and vice versa, according to the Sleep Foundation.
Wausau is Owl Ridge Cabin's 'secret sauce'
Bangs predicted interest in quiet getaways will increase in popularity, and he plans to develop a sister destination for the cabin. It, too, would be isolated and allow people to connect with each other and unwind from day-to-day stresses enough to fall into a deep slumber.
But, he said, Owl Ridge's location just a handful of miles from Wausau is the cabin's "secret sauce." Most luxury cabins akin to Owl Ridge are located miles from any decent-sized town, he said, so guests will be forced into the quiet life.
He thinks Owl Ridge gives people a kind of hybrid destination. There is plenty of quiet, but if they want something more, they're only minutes away from Wausau, which offers several choices for fine dining, fine art and history museums. If they want a bit of adrenaline before relaxing, the area offers top-notch pursuits for downhill and Nordic skiing, mountain biking, boating, kayaking and more.
Bangs said he doesn't know whether people come for the sleep, but people have commented about it being a great place to read, and a few writers looking for quiet creative space have inquired.
Related: This plane flew supplies to U.S. Marines in WWII. Now it's an Airbnb near Antigo
Related: Airbnb says the most hospitable bed-and-breakfast host in Wisconsin is in Sturgeon Bay
Will Wisconsin become a sleep getaway?
Bang thinks there is a market for luxurious types of getaways.
"There's something here," he said. "And this isn't a little something; this is something big."
Travel Wisconsin's Logan Wroge, a consumer communications specialist, said the company is "seeing sleep tourism emerge as a national trend, and places like Owl Ridge Cabin in Wausau are committed to helping travelers focus on relaxation and rejuvenation.
Wroge said sleep is part of wellness, and "Wisconsin has many wellness-focused destinations to round out a sleep tourism experience."
These two locations also focus on wellness:
▶ Sundara Inn & Spa in Wisconsin Dells. This adults-only wellness spa located on an 80-acre parcel of land offers purifying bath rituals, several year-round pool options, dining, quiet spaces and an adjoining golf course.
▶ Wild Rice Retreat in Bayfield. Wild Rice's website said it "creates an environment for grounding the mind, body and spirit." It offers golf packages, dining and massage. Guided retreats offer mindfulness instruction, kayaking and hiking experiences, and writing getaways.
Contact Keith Uhlig at 715-845-0651 or kuhlig@gannett.com. Follow him at @UhligK on X, formerly Twitter, and Instagram or on Facebook.
This article originally appeared on Green Bay Press-Gazette: How Wausau's Owl Ridge Cabin embraces 'sleep tourism' vacation trend
