Secrets of Hilton’s sleep survey

An overwhelming majority of hotel guests — 96 percent — say they sleep better in their own bed than in a hotel bed. That’s according to a recent survey conducted by the market research firm Synovate for Hilton. But you won’t see that in this morning’s press release announcing the results.

“Surprise, surprise!” it proclaims instead. “Nine out of 10 male and female travelers are actually getting a decent night’s sleep on the road.”

Hilton commissioned the survey to plug its new Garden Sleep System, which it bills as a “refreshing new bedding solution designed to enhance the sleep experience for all guests.” The system uses self-adjusting technology, a patented air baffle system that automatically conforms to a person’s body, providing pressure-free sleep, eliminating tossing and turning, according to the hotel.

After having a look at the press release, I asked Hilton’s outside PR firm to send me the raw data. (That should be the first question any reporter asks when presented with a survey: show me the data.) And to its credit, Hilton sent me everything.

The poll of 484 men and 516 women in the continental U.S. revealed things about how people sleep that are far more interesting:

Take it or leave it. The Hilton data suggests guests are indifferent to hotel bedding. When picking a hotel, 41 percent said they took bedding into consideration, “but it isn’t a dealbreaker.” One-third of the respondents said bedding wasn’t part of their decision at all. Only 24 percent described it as an “important” part of the selection.

Shut up! Asked about the most important part of sleep experience at a hotel, few said it had anything to do with the bed. One third said it was having a quiet room. Another third of the respondents said it was the room temperature. Bringing up the rear were the pillows (17 percent) the sheets (9 percent) and the covers (6 percent).

The sleep is OK, but not great. How do guests usually sleep on their first night at a hotel? Seven percent said the sleep was “terrible.” About a third said they slept well. And 64 percent described it as “OK, but not great.”

No place like home. Given the option of sleeping in their own beds or a hotel bed, there was no contest: 96 percent voted for their own beds, while 4 percent said they preferred hotel bedding. Like you had to ask?

What do these numbers tell us? Well, despite the hotel “bed wars” there’s a lot of work to be done when it comes to the overall sleep experience. And it goes far beyond making a better bed. It means making quieter and more comfortable rooms.

I’m impressed that Hilton had the courage to ask tough questions in its survey. I wish its press release had touched on some of these other important issues instead of presenting only the self-serving findings.

Christopher Elliott is the author of Scammed: How to Save Your Money and Find Better Service in a World of Schemes, Swindles, and Shady Deals. Critics have called it “eye-opening” and “inspiring” — it’ll “grab your attention and won’t let go.” Order your copy now on Amazon, Barnes & Noble or iTunes.

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