WASHINGTON -- Hilton
Hotels launched a project two years ago to upgrade the sleep
experience across all of its hotel brands. Now its addressing the
wake-up experience. You guessed it: New clocks. Hundreds of
thousands of new clocks.
We think that our beds
are so comfortable that guests actually need an alarm clock that
can get them up after a good nights sleep, said Tom Keltner,
Hiltons president, brand performance & development
group.
The chain has already
installed over 250,000 of the clocks in every room at all Hilton,
Doubletree, Embassy Suites Hotels, Hilton Garden Vacation Club and
Homewood Suites by Hilton properties. Add to that another 130,000
that were placed in Hampton Inn hotel rooms last year.
But Keltner stresses
that these are not just any old clocks. They are specifically
designed for Hilton. More importantly, Keltner added, they are
clocks that a human being could set.
Not only that, the
clocks feature a radio that can be preset to rock or classical
music, news or other stations. Each listening choice is designated
by easy-to-identify buttons on top of the clock. The clock-radio
also enables guests to plug in external music devices such as
portable MP3 players, so they can podcast on the road.
With the clock radios
in place and new beds and bedding being installed every day,
Keltner said he believes Hilton is transforming itself into the
place guests will choose above all of the competing hotel chains
for a restful nights sleep.
For a number of years,
each of our brands has been on this journey of making sure the beds
were as good and as comfortable as they could be, he said. Weve
accelerated [our effort] and put more of a focus on it because our
customers are asking for it.
At the same time,
competing hotel chains have also heeded consumer demands for
improved beds that include softer sheets with higher thread counts,
more pillows, and pillow-top mattresses. Hilton, taking a page from
its competitors handbooks, intends to eventually market elements of
its new bedding packages retail. The mattresses designed for Hilton
will be for sale as will the Garden Sleep System used at Hilton
Garden Inn properties (see story, below).
The system uses Self
Contouring Technology that adjusts to a persons weight. Ive
actually got one at home, Keltner said. You can adjust it. If you
want it firmer, you can make it firmer. If you want it less firm,
you can make it less firm.
Keltner said that
unlike other beds offering similar technology, the beds used at
Hilton Garden properties remember the desired firmness level and
dont need to be readjusted.
Keltner wouldnt say
how much money is being invested to achieve the extensive upgrades.
There are big numbers involved, but hotels are always expending
capital to make them more consistent, he said. We are encouraging
[franchise owners] to continue to be industry leaders going
forward, now that times are a bit better and things are more
competitive.
Keltner said
installation of the new bedding across all brands should be about
80% complete in the U.S. by the end of the year.
Although Hilton
International properties overseas are operated by a separate entity
(the Hilton Hotels Group), bedding and other amenities are being
upgraded at those properties, as well -- albeit on a different
schedule.
We collaborate
intensely and often, making sure that brand standards are
consistent and making sure the programs are consistent, Keltner
said. Although they have different sources for their beds, they
also have a great bedding product.
Keltner said that
although other competing hotel chains are also upgrading their
bedding, Hiltons upgrades are more than me-too.
Each Hilton brand
intends to make a statement with its new bedding and amenities
packages.
We are all about
finding ways to increase our guests satisfaction, and that starts
in the guest room, he said. They are there to sleep. So we just
want to make sure that the whole experience is going to be as easy
on them as we can make it.
To contact
reporter Michael Milligan, send e-mail to [email protected].