Quality pays off in beds
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Surprisingly often, something people remember most about their time on holiday, or away from home on business,
is the quality of the beds they slept in. If they found them uncomfortable, they are very unlikely to stay in the same place again. Alternatively, if they found the bed better than their own at home, there is every chance they will make at least one return visit, and perhaps, enthusiastically recommend that accommodation to family or friends. In short, purchasing high-quality beds is almost certainly money well spent.
To ensure this quality, many bed manufacturers spend a considerable amount of time and money on research and development, so it pays to keep up with what's new on the market.
Alex Reid, commercial sales executive at Sealy NZ, says it is very important to choose the right model of bed that is fit for the individual needs of specific accommodation providers. For instance, a top-end Posturepedic bed that would be appropriate for a four or five-star hotel, may not suit a backpackers or holiday park.
"We are finding that an increasing number of commercial customers are opting for a 'designer base' with a macro suede or linen look, instead of the usual standard fabric, and this negates the need for a valance. There are a wide range of colour variations for people to choose from to complement any room décor," he says.
"Another popular option is twin-set beds, which are six-foot king sleep sets that unzip into two separate single XLs, allowing more versatility in rooms," says Mr Reid.
He says Sealy has found that once customers understand the benefits of the Posturepedic models, they are much more willing to purchase the higher- quality beds than they were even five years ago. But the number of people who do not see the value in buying a quality bed still amazes him, when guests' expectations are continuing to rise.
"It often comes down to price and, of course, you generally get what you pay for. A Sealy Posturepedic bed will have high- quality foam and fibre comfort layers, orthopedically correct back support through the mattress spring system, and, together with a torsion module base, will ensure their guests have a better night's sleep. These beds last longer and come with a 10-year guarantee. If you look at the total cost versus life cycle, it is often more beneficial to buy the best-quality bed that you can afford.
"There are three things that I regard as absolutely key when I talk about Sealy products with customers. They are: comfort, support and durability – all of which are extremely important considerations for us," Mr Reid says.
At Sleepyhead, commercial manager Damien Hegarty agrees that purchasers are increasingly willing to pay more for quality, although still wanting to obtain the best value for price.
"There is definitely an acceptance that you have to move up. I think it's a trend from overseas that the hotel market in particular is feeling competition between the different brands, and they are trying to differentiate themselves from other accommodation providers. The bed is one of the most important things in a hotel room – or in any other kind of accommodation room."
But he sees complementary trends as well. "We're finding that more larger beds are being used, particularly in the hotel area, but even in motels now, super king beds are becoming quite common.
"Also, upholstered bases have become the trend. We're constantly reviewing the fabrics available to put on our bases. The idea behind it is that with new ways of dressing beds, the bases are left exposed. With no valance or long bedspread, having an upholstery fabric on the base to give a nice finish is quite important. "
Mr Hegarty believes beds are definitely used as a way that hotels and motels in particular can try to lure customers from their competition by promoting a particular brand. For instance, all Hilton hotels and some other hotels use a special construction of bed, the American Serta product that Sleepyhead makes in New Zealand under a franchise arrangement.
"We sell a lot of beds here under the Sleepyhead label but we are starting to sell increasing numbers under the Serta brand," he says.
"Our beds are manufactured in New Zealand – we don't just assemble them here. For instance, we are the only manufacturer of spring units in New Zealand in any significant way. We make our own foam, and we source all our own fabrics. That's important for prospective purchasers in terms of getting prompt service, quick delivery and having control over quality. In addition, of course, we keep New Zealanders employed.
So often, the United States is the pace setter when it comes to what consumers are wanting, and hotelnewsnow.com reports that in a recent survey of 1000 American consumers on vacation trends, 57 per cent of respondents said it was their beds they would most miss when on vacation.
"A distant second, 13 per cent, said they would miss their television or media rooms, and less than nine per cent would miss their living room and couches."
The article continued: "I think that would be pretty consistent with what we find," said Brian Povinelli, global brand leader for Westin hotels, which is credited as the first hotel brand to try and create an experience around the hotel bed. "We recently did a survey asking guests what their expectations for a good hotel stay were and number one, at 64 per cent, was a good night's sleep."
