PILLOW TALK IS BIG BUSINESS FOR HOTELS

Testing includes focus groups and hands- on training

To come up with new pillows for its Comfort brand, a team at Choice Hotels headquarters tested about 100 soft and firm ones.

They consulted pillow experts, conducted focus groups, performed hands- on testing and considered feedback from more than 10,000 guests and hotel owners. The testing involved hugging, squishing, elbowing and shaking the pillows. And, of course, they laid their heads on them.

The stakes were high. They needed about 1.2 million new pillows for beds at Comfort Inn and Comfort Suites across the USA and the Caribbean.

Hoteliers from economy to upscale brands say picking the right pillow is just as or even more important than choosing the right mattress.

“We never lose sight of the fact that the bed is still the most important amenity in the guest room,” says Anne Smith, vice president of brand strategy for Choice Hotels. “It all comes down to a restful night’s sleep. So, offering pillow options at Comfort brand hotels is essential because everyone has different sleep preferences, behaviors and even body types. There’s no one perfect pillow for everyone.”

The National Sleep Foundation says that having the wrong pillow can lead to neck pain, headaches and even arm numbness.

“Pillows are probably more important than the mattress when it comes to getting a good night sleep,” says Kristopher Beck, director of product management at Hilton. “The right pillow at the right angle can stop someone from snoring or having a restless night, which is why we provide options.”

Hilton’s standard pillows are down- filled but the company also offers guests the option of polyester. It offers both firm and soft pillows at its properties. Hilton also strives to use pillows that don’t retain heat and allow for natural air circulation.

Its Conrad Hotels and Resorts brand also offers destination-based and mood- inspired pillows. For example, the Conrad Centennial Singapore has an “Organic Buckwheat Pillow” for an ecofriendly bedtime experience.

There’s a reason for all this pillow talk. The pillow industry has changed drastically over the years, making the process of purchasing pillows much more complex, says Kate Ashton, senior vice president of full- service brand operations for Wyndham Hotel Group.

Ashton says that different pillow types work better for different kinds of sleepers. People who sleep on their back or side prefer firm pillows while stomach sleepers tend to like soft or mediumdensity pillows. Stomach sleepers also prefer foam pillows rather than feather- filled ones that can fluff up around their face and restrict breathing.

Hotels also have to take people’s allergies into consideration when deciding on the kind of pillow to offer them. Marriott International, for instance, requires that products are cleaned and sanitized to the point of being allergy- free. The company also has feather- free rooms.

Even the number of pillows a bed should have is a source of debate.

As part of InterContinental Hotel Group’s refresh of its Crowne Plaza brand, the company is introducing new, high- quality pillows across the system. Each bed will have two soft and two firm pillows.

Best Western has three pillows on a full- size bed and four on a King or Queen Bed.

Hilton has provided four pillows for a King bed but is considering adding a fifth in the middle for guests to get additional support if they want to prop themselves up.

“Pillows are probably more important than the mattress when it comes to getting a good night sleep.” Kristopher Beck, director of product management, Hilton