Over 40,000 new beds to be introduced in Sheraton Hotels in Europe, Africa and the Middle East

Last year over 110,000 new beds were installed in 200 US and Canadian Sheraton properties when Sheraton unveiled plans to put over 200,000 new beds into their portfolio globally.

Some may say that Starwood is obsessed with helping people get 'a good night's sleep'. Starwood Hotels & Resorts Worldwide, Inc. (NYSE:HOT), Sheraton's parent company, pioneered the current bed movement with the Westin Heavenly Bed which celebrated its 5th Birthday in 2004. Starwood have actually been researching what makes a good nights sleep for the last seven years and have used these findings to create the perfect beds in their hotel rooms. Now this knowledge has been poured into Starwood's most well known global brand, Sheraton.

The new luxurious Sheraton beds have the specially developed 'Sheraton Sweet Sleeper bed by Simmons Beautyrest' 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. The bed linen includes crisp white 100% combed cotton 200 thread count percale duvet cover and sheets, sumptuous white goose feather and down pillows, and a coloured throw to tone with the room decor.

"Starwood takes the view that 'a good nights sleep' is at the core of any hotel offering and of huge importance to guests" says Roeland Vos, President, Europe, Africa and the Middle East Division of Starwood Hotels& Resorts "We are really delighted to now be introducing the Sheraton Sweet Sleeper Beds in our hotels in Europe, Africa and the Middle East. In fact there has never been a better time to spend the night with Sheraton and to try the Sweet Sleeper Bed for yourself".

Sheraton has had considerable positive feedback from customers since the introduction of the Sheraton Sweet Sleeper Bed in the United States last year. Guest satisfaction scores have risen considerably and Sheraton has been flooded with hundreds of requests from guests who want to purchase the bed - a true testament to the quality of the product.

The roll out of beds in Europe, Africa and the Middle East in Sheraton Hotels & Resorts is expected to be complete in the next 18 months.

The Sheraton Sweet Sleeper Bed is the latest in a series of enhancements designed to position the Sheraton brand at the top of the upscale hotel segment.