The Four Seasons wants you to have a good night’s sleep and thinks customizable beds will do the trick. The luxury hotel company introduced The Four Seasons Bed this month as part of its new Signature Sleep campaign.
Motivated by the idea that we all have diverse sleep needs and preferences, the Four Seasons now allows guests to customize their sleep experience. The company introduced a new mattress system developed in partnership with leading bed manufacturer Simmons, which allows guests to choose from three different levels of firmness. Guests can also choose from a variety of pillows and bedside amenities in order to have the best sleeping experience possible. The company’s new, customizable beds are currently available at several locations in the United States and will replace the beds at all Four Seasons locations over the next few years.
The company also launched a new webpage for its Signature Sleep campaign. The site addresses common sleep myths and offers some expert tips on how to get a good night’s rest. To celebrate World Sleep Day on March 14, the company hosted Twitter chats with what it called its “Dream Team” of Four Seasons sleep experts. By combining an interactive social media component, the Four Seasons was able to further demonstrate its concern for each guest’s sleep experience.
While the Four Seasons has always been dedicated to creating the best sleeping conditions for its guests, its Signature Sleep campaign is informed by the latest in sleep research as well as guest recommendations. The Four Seasons’ new campaign highlights the company’s brand promise by satisfying the tastes of its discriminating clientele in a way that separates it from other leading luxury hotels, helping the company maintain its position as a premier luxury hospitality company. Here at Knightsbridge, we believe that an individual’s experience with a brand is the ultimate differentiator. Since travelers often have a slew of luxury hotel chains to choose from, the promise of a personalized bed is a creative way to signal to guests that they can rest assured that they will have a good night’s rest at the Four Seasons.