Case | HBS Case Collection | March 2009

The Hotel Bed Wars

by Youngme E. Moon


This case describes the start of The Hotel Bed Wars, the competition among hotel chains to attract customers by offering better and more elaborate bedding. The case is written from the standpoint of Starwood Hotels & Resorts, which is credited with starting The Hotel Bed Wars with its introduction of The Heavenly Bed in its Westin hotels and resorts.

Keywords: Competitive Strategy; Problems and Challenges; Customization and Personalization; Customers; Accommodations Industry;


Moon, Youngme E. "The Hotel Bed Wars." Harvard Business School Case 509-059, March 2009.