Probably the best marketing bang for the buck in hotel history was Westin’s introduction of the Heavenly Bed. Travelers came to trust the brand to provide them with a good night’s sleep.

A more recent trend in hotels is paying attention not just to the best but to the pillow in particular. The trend started at the Benjamin hotel in New York and has spread, there’s now a recognition that people sleep differently and different types of pillows can enhance or detract from a night’s sleep.

The New York Times piece on the subject could have been made really useful with an added discussion on what pillows best match which sleep habits, a subject about which I know little.

I understand the entire bed effect, and while I like the Westin Heavenly Bed I find that some properties may need to replace their beds more often. Since the oldest beds are now six years old they’re not as comfortable as they once were.

Intuitively I know that pillows matter, but here I need some expert input. Fortunately better hotels have concierges or butlers versed in the subject, but I haven’t yet acquired their knowledge.