NEWH - Spring 2011 - (Page 38)

cover story Above: The Serta team: Carlos Canjura, Rick Sequeira, and Kelley Garritano. Right: The Presidential Suite, which is part of the Perfect Sleeper lineup, is one of Serta’s high-end, top-selling products sold to the hotel industry. Y can ou Bed on It For more than 80 years, Serta has been ensuring hotel guests a good night’s sleep By Alia Akkam Group photo by Oscar Einzig W When Holiday Inn made its debut in the 1950s—presenting travelers with an inviting, affordable alternative to roadside motels—it was also the first time many Americans slept on a Serta mattress. But it certainly wasn’t their last. The No.1 supplier of mattresses to the hospitality market for more than 80 years, Serta has ensured night after night of good sleep. Serta set its sight on hotels early on, says Rick Sequeira, Serta International’s VP contract sales, and that interest has spawned a number of impressive partnerships with brands spanning Hilton, InterContinental, Best Western, Choice, MGM Resorts, and Diamond Resorts. Serta also worked with Trump Hotels to create a custom mattress that inspired the Trump Home Luxury Collection. Serta mattresses have made such an impression on hotel visitors, the company responded by rolling out its popular guest purchase program, which allows guests to purchase the mattresses for their home. “The hospitality customer has always been different from the retail customer,” notes Sequeira. “But now more people want their homes to look like hotels, from flatscreen TVs to linen packages and plusher, luxurious beds.” Serta traces its roots back to 1931 when a consortium of 13 independent mattress manufacturers founded Original Guardian Knight, Sleeper Products, Inc., introducing the industry’s first tuftless innerspring mattress shortly thereafter. Throughout its 38 spring 2011 www.newh.org tel 800.593.NEWH http://www.newh.org

Table of Contents for the Digital Edition of NEWH - Spring 2011

NEWH-Spring 2011
Table of Contents
Chapter and NEWH News
Who’s Who
Sustainability: Competition
Sustainability: Point of View
Conference: Preview
Conference: Roundup
Design 101
Have you Seen?
Product Know-How
On the Scene
Cover Story
Project: Montage Deer Valley
Project: Courtyard Marriott
Project: Andaz
Save the Date
New Members
Partner Profiles

NEWH - Spring 2011