Hotel Online  Special Report

 Four Points by Sheraton Turns up the Heat in Hotel
Bed Wars; Investing $13 million to Roll Out its
Four Comfort Bed(SM) to 100-plus Properties
in North America 


WHITE PLAINS, N.Y. - Oct. 14, 2004 -- Let the feathers fly! Five years after Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT) spurred a hotel bedding revolution with the introduction of the now iconic Westin Heavenly Bed, the hotel giant is betting on a bedding battle in the mid-scale arena. Four Points by Sheraton, Starwood's moderately priced brand, is investing $13 million to roll out its new Four Comfort Bed(SM) to all of its 100-plus properties in North America by July, 2005. The Four Points by Sheraton Four Comfort Bed, already in hotels in New York, Denver and Portland, is the first new branded bed in its class.

Following in the footsteps of the Westin Heavenly Bed(R) and sister brand Sheraton's popular Sweet Sleeper Bed(R), the Four Comfort Bed is a multi-layered, cozy cocoon designed to pamper guests. The four key comfort points of the Four Comfort Bed are: a deluxe 11.5" Sealy Posturepedic(R) Plush Top Sleep System featuring a 9-inch high Shock Abzzorber(R) foundation; four large luxurious pillows including two feather/down and two Euro Square lounging pillows; a decorative and inviting cushioned duvet; and, crisp cotton blend sheets. The duvet features an attractive plaid design available in a rich palette of colors to match each hotel's decor. Additional bed accoutrements include a bed skirt, mattress pad, plush blanket, and a decorative pillow featuring the brand's signature compass logo.

Five years and three beds's the bed, stupid!

Though the hospitality industry is in the business of selling sleep, hotels were notorious for cutting corners on beds, committing a multitude of bedding sins from foam mattresses to cheap pillows to polyester bedspreads in shades of eggplant. Then in 1998, Starwood issued a wake up call to the industry when it launched the luxurious, all-white Westin Heavenly Bed. The bed was so popular, guests insisted on taking it home, and a retail business was born. Today, Westin has sold some 30,000 Heavenly pillows, sheets, duvets and beds. The success of the Heavenly Bed spawned the Sheraton Sweet Sleeper Bed, introduced in 2003. Both brands have experienced significant improvements in Guest Satisfaction Scores and higher average daily rates since introducing the beds, and Sheraton and Westin continue to earn market share from their competitors.

"Our sister brands have enjoyed terrific success with their new beds, and Four Points by Sheraton plans to replicate this success in the moderately priced hotel segment," said Hoyt Harper II, the brand's senior vice president. "The Four Comfort Bed is a real competitive advantage in our class, and we think one that will inspire guests to check out of our competitors, and into Four Points by Sheraton."

Four Points by Sheraton - On a Roll!

Four Points by Sheraton continues to aggressively expand with new hotel openings and conversions in choice urban, resort and suburban locations such as New York City, Hyannis and Ann Arbor, Michigan. Four Comfort Beds can be found in several of the brand's newest properties including the 158-room Four Points by Sheraton Manhattan Chelsea, the 595-room Four Points by Sheraton Denver Southeast and the 150-room Four Points by Sheraton Meriden, CT. In late 2003, a new enhanced amenity program was introduced, featuring free high-speed Internet access in all guestrooms, complimentary bottled water, and upgraded bathroom products.

Four Points by Sheraton, with more than 136 properties in 17 countries, is owned by Starwood Hotels & Resorts Worldwide, Inc. and is consistently rated as a top performer in the mid-priced category by Business Travel News' "Annual U.S. Hotel Chain Survey." Four Points by Sheraton hotels are located at airports, in mid-sized cities, leisure destinations, and business and commercial centers. Our hotels cater to business and leisure travelers as well as meeting planners seeking a quality, mid-priced and value-oriented product. In addition to the high-speed Internet access services, key features include an on-premise restaurant serving cooked-to-order breakfast, complimentary bottled water, room service with a 30-minute delivery guarantee, swimming pools, fitness facilities, business services and meeting space with catering facilities.

Starwood Hotels & Resorts is one of the leading hotel and leisure companies in the world with more than 750 properties in more than 80 countries and 110,000 employees at its owned and managed properties. 

Starwood Hotels & Resorts
Also See: Barry Sternlicht's Bedding Revolution Continues; Sheraton Hotel Owners Investing More Than $75 Million in New Beds / September 2003
Starwood's New Cribs to Set Safety Standard in Hotel Industry / Aug 2001

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