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The bed achievements of Westin
The most important thing a hotel can offer is a good night's sleep. On basis of this almost soporific fact Starwood Hotels & Resorts Worldwide developed The Heavenly Bed, which hotel chain Westin seeks worlwide publicity and seduces tired business people.
It was a shot for open aim, the introduction last year of 'the ideal hotelbed': The Heavenly Bed of the international chain Westin Hotels & Resorts. Westin invested 30 milion dollars to provide all 83 hotels in North-America of 52.000 snowwhite heavenly beds. Heaven on earth, translated in the ideal hotelbed, has waiten on itself for 2000 years. Each hotel chain could have considered it, but Westin gave up to 'wake up call' and did it. ,,Hotels are in the business of selling sleep, but more than half of our customers don't sleep well and most of them go home tired, not a great report card for the hotel industry. But it's really no surprise. After all, a good bed is one of the most important components to a good night's sleep, and hotels have been neglecting their beds for years.” said Barry Sternlicht, Chairman and CEO of Starwood Hotels Resorts Worldwide, Inc., (Westin's parent) during the introduction of the bed in 'the city that never sleeps': New York. Who's the best in bed? headed the press report of Westin provocatively.
The development of the Heavenly bed has been based on, on the one hand the research 'Sleeping on the road' under 600 travelers who recently spent three or more consecutive nights in a hotel and on the other hand on a test of 50 beds of the 35 most important hotel chains and other luxuriously hotels.
Travelers said that a comfortable bed is the most important item in a hotel room. A good night's rest is the best a hotel can offer (49%). All other hotel room items including a fax, a good shower, the TV, a large desk and a minibar, were mentioned by less than 10% of the travelers.
The bed is seen as sort of a 'mission control center' in hotel rooms. On average, travelers spend more than half their time in the hotel room in the bed itself (56%). When asked what activities they perform in hotel beds, travelers said sleep (81%); watch TV (55%); read (44%); or make phone calls (43%) and more than one in three (36%) do work in bed.
It is striking that almost all the travelers surveyed (84%) said that a luxurious bed would make a hotel room more attractive to them. Generally most business travelers (82%) dislike something about hotel beds as compared with their beds at home. These criticisms center around the mattress being too soft or too hard as well as there not being enough pillows.
The research has made clear that travelers get less sleep on the road as compared with home (49%); sleep fewer hours (51%); and are more likely to wake up in the middle of the night in a hotel bed (31%). The quality of sleep, travellers receive on the road is worse and they claim that their performance on the road has suffered because of a bad night's sleep in a hotel room. Three-quarters of the travelers surveyed said they're tired when they return home from a business trip and need to catch up on their sleep.
Source: Free translation: Wednesday August 23rd 2000, Misset Horeca, Waldemar Ysebaert
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