Sleeping on the job is usually a no-no, but executives at Sheraton Hotels & Resorts have slumbered on hundreds of mattresses, pillows and bed linens to develop the brand’s newest innovation: the Sheraton Sweet Sleeper Bed.  With a total investment of over $50 million, Sheraton plans to introduce the luxurious new beds to its portfolio of properties throughout Europe, Middle East and Africa this year and during 2005.Ê

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By the end of 2005 over 40,000 new beds will be in place across more than 110 hotels in Europe, Middle East and Africa. Amongst the first hotels to install the new beds in Europe are the Sheraton Skyline Hotel & Conference Centre, Heathrow and the Sheraton Heathrow Hotel. ÊÊÊLast year over 160,000 new beds were installed in 200 US and Canadian Sheraton properties.Ê

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Some may say that Barry Sternlicht is obsessed with helping people get a good night’s sleep.Ê The Chairman of Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), Sheraton’s parent company, has spent the last seven years upgrading the beds in his hotel rooms.Ê Now he’s tackled Starwood’s oldest and most global brand, Sheraton.Ê

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The luxurious new beds, from Simmons Bedding, have the specially developed Simmons Sheraton Beautyrest Sweet Sleeper mattress, with barrel shaped high tensile springs individually housed in strong non-woven, synthetic material pockets. These are separately “Ultra Sonically” sealed and joined together by a unique production process. This allows each spring to move independently of its neighbour and ensures the maximum comfort and support for ‘Sweet Sleepers’ residing in the beds.ÊÊ The bed linen includes crisp white 100% combed cotton 200 thread count percale duvet cover and sheets, sumptuous silver white goose feather and down pillows, and a coloured throw to tone with the room decor.ÊÊ

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“I have always been somewhat astounded by how little hotel companies invest in their beds considering that our primary product is a good night’s sleep,” said Sternlicht.Ê “Since Sheraton first introduced the Sheraton Sweet Sleeper Bed in the United States last year guest satisfaction scores are on the rise and we have been flooded with hundreds of requests from guests who want to purchase the bed.Ê I am just thrilled to introduce a great new bed to our classic brand and to be improving the sleeping experience of more travellers.”ÊÊ ÊÊ

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By the end of 2005 Sheraton hotels across North America, Europe, Middle East and Africa will feature the Sheraton Sweet Sleeper Bed, totalling more than 200,000 new beds in over 300 hotels.Ê ÊIn addition, Sheraton properties in Latin America and the Asia Pacific region will also be rolling out Sweet Sleeper beds over the next 18 months*.

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“During my 30-year career at Sheraton I have never seen the brand in such excellent shape with so much momentum,” says Bob Cotter, Starwood’s Chief Operating Officer.Ê “Further to the introduction of the Sheraton Sweet Sleeper Beds throughout North America last year, with the roll-out of thousands more beds across our hotels in Europe, Middle East and Africa this year and next, there has never been a better time to spend the night with Sheraton and see for yourself.”

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The Sheraton Sweet Sleeper Bed is the latest in a series of enhancements designed to elevate the Sheraton brand to the top of the upscale hotel segment.Ê Since 1998, more than more than $1 billion has been invested in upgrading the Sheraton brand, primarily in renovations.Ê
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