Intercoil launches Beautyrest Black in MidEast

Hoteliers from the UAE’s leading properties attended The Sleep Event and Middle East launch of Simmons’ Beautyrest Black mattress, distributed locally by Intercoil, at Jumeirah Zabeel Saray on The Palm Jumeirah yesterday (April 24).

The Sleep Event, organised in association with Hotelier Middle East, communicated the importance of enabling guests the best night’s sleep, with experts saying sleep was the defining factor that could make or break a guest's hotels stay.

Intercoil managing director Hassan A. Al-Hazeem welcomed the audience - comprising GMs and executive housekeepers - and the event unfolded with expert advice from clinical and forensic psychologist Dr Raymond Hamden, consultant orthopedic surgeon Dr Manuel Garrido, Dr John McEwen, ENT specialist, Sohar Clinic and a panel debate with six of the region’s top executive hotel housekeepers, moderated by ITP Business Group editor Louise Oakley.

Speaking on the sidelines of the event, Intercoil's Al-Hazeem told Hotelier: "The importance of this event is raising awareness among hoteliers of the importance of sleep, how it affects the guest experience and how they can cater to guests' needs."

Simmons Hospitality Bedding VP Steve Tipton and director of licensing Todd Merker flew in from the US to educate the audience on how the manufacturer was revolutionising the beds business as well as the hotel guest sleep experience.

The Beautyrest Black mattress, launched in the US in 2011, pairs luxury and performance with top-of-the-range fabrics and specialised patented components.

The mattress features advanced pocketed coils, 3.5lb memory foam, 3.5lb quilted memory foam, coordinated handles, transflexion comfort technology, a performance enhanced quilt design and comes with a 20-year warranty among other key features, Merker told the audience. 

"It's very important to Simmons never to stand still. We have revolutionised the hotel room, one example is with Westin's Heavenly Beds.  We're already supplying 17 of the top 20 hotel companies," said Tipton.

"The pocketed coil which we established in 1925 is a key feature. It's more durable, lessens disturbance [when two people are sharing] and makes the difference between a great night's sleep and a good night's sleep," he added.

Audience member Hari Sudhakar, executive housekeeper at Al Maha, A Luxury Collection Desert Resort & Spa, Dubai, commented: "Simmons has supplied mattresses to Starwood hotels and the feedback we get from guests is always 'best mattress, best night's sleep'. It's very important to us that we're looking after our guests."

Also attending the event, Lea Olmo, housekeeping manager at fairmont Dubai said: "The most important thing for the guest to sleep is the bed, alongside the cleanliness of the room and good engineering to stop noisy AC systems and other disturbances". 

Three audience members struck lucky in the raffle presented by Al-Hazeem at the end of the event before lunch, with three Beautyrest Black bed set prizes worth a total of AED 35,000 given away. 

Click here to see photos from the event, including the spectacular unveiling of Beautyrest Black.