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Sleep Tight

Hotels wanna get you into bed.

By Christopher Elliott

Opinions expressed by Entrepreneur contributors are their own.

Hotels are upgrading their mattresses, pillows and linens inorder to lull travelers to sleep-and, hopefully, back for anothervisit. Westin's "Heavenly Bed," which features acustom-designed, pillow-top mattress with 900 individual coils,three sheets, a down blanket and five goose-down pillows, was amongthe first salvos in what some hospitality insiders are calling thehotel industry's "bed wars."

Not to be outdone, Marriott introduced its "MarriottBed," which includes a 7-inch custom-designed mattress andamenities similar to Westin's. Even independent hotels havejumped into the fray-and, at times, escalated the conflict. TheBenjamin (left), an executive suites hotel in Manhattan, offers notonly an upgraded bed, but also a "sleep concierge" whooffers advice on how to maximize your rest. Amenities includeeverything from customized pillows to aromatherapy treatments, andif all else fails, the concierge can always send up a plate offresh chocolate-chip cookies and a glass of warm milk. "A goodnight's sleep is your best tool for having a productiveday," says the hotel's Mara Begley.

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