With hotel companies now sponsoring sleep studies, commissioning their own branded mattresses, and even publishing sleep newsletters, the competition to win customers' loyalty by promising them a better night's rest means that putting a pillow-top mattress and higher-quality sheets on the bed may no longer be enough. To stay ahead, hotels are rolling out full-scale sleep initiatives. Aprender A Practicar Mindfulness Vicente Simon Pdf Reader on this page. The bed wars, as they're popularly known in the industry, have been escalating rapidly. They're already a boon to the major mattress companies, which PricewaterhouseCoopers estimates will sell $1.4 billion in beds to hotels in 2005 alone—almost double the number they have sold over the past five years. It's a movement that's beginning to force hotel chains without branded bed programs to adopt one in order to compete, says Joseph McInerney, president and CEO of the American Hotel & Lodging Association (AHLA) in Washington, D.C. Broadcom Bcm43228 Driver Windows 7 64 Bit. 'Hotel chains are coming out with new beds because that's what their customers want,' he says. Related: Most credit Starwood's Westin Hotels & Resorts with starting the trend six years ago when it introduced the Heavenly Bed.

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The first bed commissioned by a hotel company and given a brand name, the Heavenly Bed was billed as an 'oasis for the weary traveler,' and it looked the part: a bright white duvet, a down blanket, five feather-and-down pillows, three 230-thread-count sheets (one sheet is laid over the blanket, a practice known as triple sheeting), and a custom-designed 12 1/2-inch-thick Simmons mattress with 900 individual coils. Within one year, Westin had increased its occupancy rates and had begun the first retail bedding operation of any hotel chain, selling the Heavenly Bed on its Web site. To date, 30,000 people have bought merchandise on Westin's site; 7,000 have bought the entire queen-sized set for $2,565.

In 2003, Starwood followed its own success by launching the Sweet Sleeper at its Sheraton chain, and most recently, the Four Comfort Bed at its Four Points by Sheraton hotels. In the past year, Radisson began replacing 90,000 mattresses with the Sleep Number bed, which lets couples adjust the firmness of each side of their mattress separately using a remote control. Marriott and Renaissance hotels started getting new mattresses three years ago, but in January, Marriott said it would replace most of the mattresses and all of the bedding in eight of its chains.

JW Marriott, Marriott, and Renaissance will get the best bedding: a pillow-top mattress, 300-thread-count sheets, six pillows, a white duvet, and a decorative bed scarf across the foot of the bed. The entire project, which will roll out through 2005, will cost the company around $190 million, including marketing efforts.

Marriott is also selling its bedding on-line this summer. Hyatt's Grand Bed is on the way for all Grand Hyatt and Hyatt Regency hotels in the United States, Canada, and the Caribbean by the end of the year.