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Sleeping Tight

Published Tuesday, January 01, 2008

Hotel executives have made their beds — literally in some cases — and now they're hoping consumers are willing to sleep in them. The bedding wars began in 1999 when Starwood launched Westin's Heavenly Bed. The war raged for the past decade at the upper end of the spectrum, but the battleground is now with select-service and economy brands, where the need to be cost-effective is a larger part of the equation. A 2006 survey showed that 69 percent of all hotels upgraded their bedding in the year prior. The challenge for economy brands is to do it ...

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