Sales ain’t sleepy as hotel chains market mattresses
Many hotel beds leave guests dreaming of the pillows and blankets at home, but sometimes the reverse is true. And now, travelers who find special comfort in their favorite hotel mattress might be able to spend every night in that same lap of luxury.
There's a good chance your favorite hotel chain isn't just selling nights in its rooms, but selling its own brand of futon mattresses. Hotel chains such as Marriott, Sheraton and Westin have been shelling out big bucks to improve their beds as a way of attracting new guests - even naming and marketing their futon mattresses.
The idea is to increase revenue, build loyalty and otherwise benefit from the investment in high-end mattresses, turning some guest rooms into posh showrooms of sorts. A healthier Ortho seen
Westin, possibly the best-known hotel in the bed business, is selling its "Heavenly" brand of mattress, while Sheraton offers the "Sweet Sleeper." The Four Points by Sheraton, meanwhile, sells its "Four-Comfort" twin mattresses and "California Kings," and Marriott is hoping the "Revive" - the latest hotel-branded mattress line - will put some additional springs into sales.
"You want to sleep in a comfortable bed," said Michael Papierno, director of sales and marketing for Plainview's Four Points by Sheraton. "You like it so much here. Why not have (a Four Points mattress) at home, too?"
The Long Island Marriott Hotel and Convention Center, which brought in new, self-branded beds last year, is also busy getting the word out. "You get quite a few inquiries," said Mike Johnston, general manager at the 618-room Uniondale hotel. "(The beds are) very comfortable."
Hotels that sell queen size futon mattress futonadvisors typically have brochures in their rooms letting customers know about it, with sales usually available on the hotel's Web site. The going rate for a good night's sleep is roughly the same as the cost of spending a few days at your favorite lodge. Sheraton offers its "Four-Comfort" mattresses for about $700, while its "California Kings" command about $1,300; similar sizes and prices (twin futon mattresses for $700, king-size for $1,300) are offered by Marriott.
The Hyatt chain plans to board the bed-based bandwagon soon, selling its own brand of mattresses and pillows, even Hyatt-based bed sheets. Hyatt already offers its "Grand" bed in its hotels, hoping to convince customers they're getting the best night's sleep possible on the road - and soon, at home, too.
"That's a program we're developing," said Mark Pardue, general manager of the Hyatt Regency Wind Watch in Hauppauge. "Guests like our beds so much they want to buy them."