nieuws

Sheraton spends $75M on new beds

Horeca

Sheraton Hotels & Resorts’ owners and franchisees are spending more than $75 million to put the brand’s newest signature, the Sheraton Sweet Sleeper Bed, in 200 hotels in North America. More than 110,000 new beds will be installed in Sheraton hotels as part of this launch.

The newly designed bed gives a nod to Sheraton’s classic aesthetic with a selection of duvet patterns inspired by timeless tattersall checks, hound’s-tooth and pinstripe patterns in rich color tones.

Barry Sternlicht, chairman/CEO of Starwood Hotels & Resorts Worldwide, Sheraton’s parent, has spent the last five years upgrading the beds in his hotel rooms.

In 1998 when he launched W Hotels he modeled the brand’s bed after his own bed at home. In 1999, Sternlicht started a bedding revolution when he threw out all the old beds at Westin Hotels and introduced the now iconic Westin Heavenly Bed.

Now he’s tackled Starwood’s most global and oldest brand, Sheraton, and developed a multi-layered custom designed bed that features an 11.5-inch thick, high coil count Sealy Posturepedic Plush Top mattress, down and allergy sensitive pillows and crisp cotton sheets.

‘I have always been somewhat astounded by how little hotel companies invest in their beds considering that our primary product is a good night’s sleep’, said Sternlicht. ‘When we launched the Heavenly Bed in 1999, other hotel executives thought we were crazy. Four years later Westin’s guest satisfaction scores, market share and global growth are up significantly, and we’re selling our Heavenly Beds everyday to our guests. I am just thrilled to introduce a great new bed to our classic brand and improving the sleeping experience of more travelers.’

The Sheraton Sweet Sleeper Bed is the latest in a series of enhancements designed to elevate the brand to the top of the upscale hotel segment. Since 1998, more than more than $1 billion has been invested in upgrading the Sheraton brand, primarily in renovations. Sheraton’s design team, recruited from Ralph Lauren, Holly Hunt, and Williams-Sonoma has revamped Sheraton’s room design and created a portfolio of five lifestyle guestroom designs that are rolling out around the country.

By the end of this year, more than 50,000 new beds will be installed in hotels throughout North America— accounting for 70% of Sheraton’s total room inventory here. By the end 2004, all Sheraton hotels will feature the Sheraton Sweet Sleeper Bed, totaling more than 70,000 rooms in 200 hotels.

New beds will also be installed in London and Latin America.

The newly designed bed gives a nod to Sheraton’s classic aesthetic with a selection of duvet patterns inspired by timeless tattersall checks, hound’s-tooth and pinstripe patterns in rich color tones.

Barry Sternlicht, chairman/CEO of Starwood Hotels & Resorts Worldwide, Sheraton’s parent, has spent the last five years upgrading the beds in his hotel rooms.

In 1998 when he launched W Hotels he modeled the brand’s bed after his own bed at home. In 1999, Sternlicht started a bedding revolution when he threw out all the old beds at Westin Hotels and introduced the now iconic Westin Heavenly Bed.

Now he’s tackled Starwood’s most global and oldest brand, Sheraton, and developed a multi-layered custom designed bed that features an 11.5-inch thick, high coil count Sealy Posturepedic Plush Top mattress, down and allergy sensitive pillows and crisp cotton sheets.

‘I have always been somewhat astounded by how little hotel companies invest in their beds considering that our primary product is a good night’s sleep’, said Sternlicht. ‘When we launched the Heavenly Bed in 1999, other hotel executives thought we were crazy. Four years later Westin’s guest satisfaction scores, market share and global growth are up significantly, and we’re selling our Heavenly Beds everyday to our guests. I am just thrilled to introduce a great new bed to our classic brand and improving the sleeping experience of more travelers.’

The Sheraton Sweet Sleeper Bed is the latest in a series of enhancements designed to elevate the brand to the top of the upscale hotel segment. Since 1998, more than more than $1 billion has been invested in upgrading the Sheraton brand, primarily in renovations. Sheraton’s design team, recruited from Ralph Lauren, Holly Hunt, and Williams-Sonoma has revamped Sheraton’s room design and created a portfolio of five lifestyle guestroom designs that are rolling out around the country.

By the end of this year, more than 50,000 new beds will be installed in hotels throughout North America— accounting for 70% of Sheraton’s total room inventory here. By the end 2004, all Sheraton hotels will feature the Sheraton Sweet Sleeper Bed, totaling more than 70,000 rooms in 200 hotels.

New beds will also be installed in London and Latin America.

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