Luxury hotel chain launches customizable bed service

In a bid to eliminate the Goldilocks syndrome, guests at the Four Seasons can now customize their bed and pillows to accommodate their sleep preferences.

Instead of complaining their bed’s too soft or too hard, guests can order their mattress the way they like at Four Seasons locations across the US, in much the same way they can order a steak cooked to their personal preference.

Launched to coincide with World Sleep Day on March 14, the new service at the luxury hotel chain will allow guests to choose from three different levels of mattress firmness: Signature; Signature firm; for sleepers who prefer more support; and Signature plush who prefer sinking into their beds.

Guests can also choose between feather and non-allergenic pillows.

The Four Seasons Bed program was developed in partnership with bed manufacturer Simmons, which also added a temperature-control feature that goes by the fancy name of ‘Gel Touch Foam Center’ technology, which is supposed to absorb excess heat and ensure maximum comfort throughout the night.

The service will roll out systemwide over the next few years. Beds are also available for purchase.

To help promote the new service, the hotel chain conducted a sleep survey which found that an overwhelming majority of respondents — 92 percent — have a distinct preference when it comes to the firmness of their bed: 50 percent said they prefer medium, 28 percent said firm and 14 percent soft.

The poll, conducted by Ipsos, involved about 3,150 respondents in the US, China, the UK, and Russia.

The survey also revealed cultural differences when it comes to pre-bedtime rituals, with Russians and Chinese guests favoring a hot shower or bath.

The British are more likely to drift off to sleep while reading a book, while American respondents said they’re more likely to watch TV before going to bed.

And nearly three-quarters (72 percent) said the one sleeping habit they like to keep while traveling abroad is to sleep on the same side of the bed as they do at home.

Meanwhile, it’s not just the Four Seasons that offers a pillow menu. The W Hotels chain also offers a dizzying selection that includes a neck roll, body pillow, firm foam hypoallergenic PrimaLoft hypoallergenic pillow and goose-down feather pillows.

Last year, the JW Marriott hotel chain launched a revamped turndown service with a program that includes an organic snack bar made with organic oats to promote relaxation; blueberries to fight off inflammation and replenish skin during the night; and essential oils such as grapefruit, rosemary and juniper berries to help restore balance in tired bodies after a long flight.

Luxury hotel chain launches customizable bed service