Hospitality Design - December 2015 - 6

advertorial

Q&A

with

carlos canjura
national contract sales manager
Describe your business in one sentence?
Serta International is the leading mattress
manufacturer to the Hospitality Industry with
Guest Satisfaction as our utmost objective.

systems to guests that stayed at these properties.
In essence, customizing results in strategic
partnerships that last cycles and evolve with
innovation.

What trends are you seeing in the
industry?

What makes Serta stand out among the
competition?

How important is customization?

How has Serta evolved over the years,
especially since the economic downturn?

The sleep experience is vital to guest satisfaction.
As experts, we owe it to the industry to provide
research, knowledge, product development,
consumer trends and ultimately deliver the best
night's rest to the marketplace. Sleep matters
to every guest and individual consumer; this is
why Serta is the official mattress of the National
Sleep Foundation. Through the evolution of
mattress merchandising we're seeing more and
more gel infused foams. The important part is to
bring the durability of traditional sleep support
systems (innersprings) and incorporate specialty
components. The combination of these features
provides more balanced sleeping temperatures,
pressure relieving comfort, proper back support
and undisturbed sleep. More hotel brands
perform due diligence in selecting specifications
for their franchisees, it's our duty to understand
the needs and deliver solutions that ultimately
result in more room nights.

Customizing is extremely valuable from every
aspect of product development. It not only means
unique, it means that we've taken the time to
listen to the client's needs, get to the drawing
board and develop innovative options. We're
fortunate enough to deal with the best hotel
brands in the world but even more so when
owners and brands visit our manufacturing
facilities to become educated in the process.
Ironically enough, we've had experiences in
the past when prospects have looked at sample
products and marketing pages that tell stories and
hence, make their selections. However, our bestselling models were a result of putting our minds
together (hotel brand and Serta) at the factory
floor, testing components, levels of comfort and
assuring durability by sending finished samples
to independent labs to ensure such. After all,
owners invest the capital not the brand and we
want to make sure that what goes on a warranty
page is something that we stand behind. The
best form of assurance is our Guest Purchase
program as we have delivered thousands of sleep

006

December 2015 hospitalitydesign.com

Serta is the only major mattress manufacturer
with factory employed representation in North
America. What does this mean? Our sales team
is made up of mattress experts that specialize in
this product category. They do not carry or sell
any other lines; consequently more emphasis is
put on specification knowledge and educating
our clients to deliver our best. This results in our
beds being in more hotel rooms than any of our
competitors. Each one of our reps is involved in
every facet of the sales process with the goal of
long standing relationships and SERVICING
during and post-sale. We take pride in knowing
that customer concerns are handled by the
same person who "sold" that property instead of
having them being sent to customer service call
centers or support staff that had no history of the
relationship. In a nutshell, the Serta rep is a sales
concierge involved in every step of the way.

Our company's success is based on two key
elements, our clients and our people. Industries,
business models and processes change but our
goals have always been consistency, excellence
and execution. Serta was the first manufacturer
to provide fire retardant mattresses to the
industry in all channels of distribution (consumer
and commercial) before it became law. In
addition, we were the first in bringing into the
market place a smarter, cooler, better concept in
memory foams through our iComfort products.
It was a revolutionary concept of gel infused
open-cell technology memory foam that changed
the specialty bedding markets and is everywhere
now. This commitment to excellence in product
development continues to give us a competitive
edge year-in, year-out. More than half of our sales
team has been with us 10 years or longer allowing
us market presence and consistency while
many come and go. We execute our plans with a
complete understanding of where we want to go
but most importantly, we make the most durable
quality product in the industry today.


http://www.hospitalitydesign.com

Hospitality Design - December 2015

Table of Contents for the Digital Edition of Hospitality Design - December 2015

Hospitality Design - December 2015
Contents
Online TOC
From the Editor
Behind the Design
People
People
Perspectives
Sketchbook
Sustainable Studio: Six Senses Douro Valley
5 Questions for Lee Schrager
Products
Profile: Marcel Wanders
Trends: Technology
Bedding
Lighting
Carpet
Edge of Creativity
Projects
The Cape, a Thompson Hotel
The Old Clare Hotel
Habitual
Ad Index
Back Space
Hospitality Design - December 2015 - Intro
Hospitality Design - December 2015 - Hospitality Design - December 2015
Hospitality Design - December 2015 - Cover2
Hospitality Design - December 2015 - 1
Hospitality Design - December 2015 - 2
Hospitality Design - December 2015 - 3
Hospitality Design - December 2015 - 4
Hospitality Design - December 2015 - 5
Hospitality Design - December 2015 - 6
Hospitality Design - December 2015 - 7
Hospitality Design - December 2015 - 8
Hospitality Design - December 2015 - 9
Hospitality Design - December 2015 - 10
Hospitality Design - December 2015 - Contents
Hospitality Design - December 2015 - 12
Hospitality Design - December 2015 - 13
Hospitality Design - December 2015 - 14
Hospitality Design - December 2015 - 15
Hospitality Design - December 2015 - 16
Hospitality Design - December 2015 - Online TOC
Hospitality Design - December 2015 - 18
Hospitality Design - December 2015 - 19
Hospitality Design - December 2015 - 20
Hospitality Design - December 2015 - 21
Hospitality Design - December 2015 - 22
Hospitality Design - December 2015 - 23
Hospitality Design - December 2015 - From the Editor
Hospitality Design - December 2015 - 25
Hospitality Design - December 2015 - 26
Hospitality Design - December 2015 - 27
Hospitality Design - December 2015 - 28
Hospitality Design - December 2015 - 29
Hospitality Design - December 2015 - Behind the Design
Hospitality Design - December 2015 - 31
Hospitality Design - December 2015 - People
Hospitality Design - December 2015 - 33
Hospitality Design - December 2015 - 34
Hospitality Design - December 2015 - 35
Hospitality Design - December 2015 - People
Hospitality Design - December 2015 - 37
Hospitality Design - December 2015 - 38
Hospitality Design - December 2015 - 39
Hospitality Design - December 2015 - 40
Hospitality Design - December 2015 - Perspectives
Hospitality Design - December 2015 - 42
Hospitality Design - December 2015 - Sketchbook
Hospitality Design - December 2015 - 44
Hospitality Design - December 2015 - 45
Hospitality Design - December 2015 - 46
Hospitality Design - December 2015 - 47
Hospitality Design - December 2015 - 48
Hospitality Design - December 2015 - 49
Hospitality Design - December 2015 - 50
Hospitality Design - December 2015 - 51
Hospitality Design - December 2015 - 52
Hospitality Design - December 2015 - Sustainable Studio: Six Senses Douro Valley
Hospitality Design - December 2015 - 54
Hospitality Design - December 2015 - 55
Hospitality Design - December 2015 - 5 Questions for Lee Schrager
Hospitality Design - December 2015 - 57
Hospitality Design - December 2015 - 58
Hospitality Design - December 2015 - Products
Hospitality Design - December 2015 - 60
Hospitality Design - December 2015 - Profile: Marcel Wanders
Hospitality Design - December 2015 - 62
Hospitality Design - December 2015 - Trends: Technology
Hospitality Design - December 2015 - 64
Hospitality Design - December 2015 - Bedding
Hospitality Design - December 2015 - 66
Hospitality Design - December 2015 - 67
Hospitality Design - December 2015 - 68
Hospitality Design - December 2015 - Lighting
Hospitality Design - December 2015 - 70
Hospitality Design - December 2015 - 71
Hospitality Design - December 2015 - 72
Hospitality Design - December 2015 - 73
Hospitality Design - December 2015 - 74
Hospitality Design - December 2015 - Carpet
Hospitality Design - December 2015 - 76
Hospitality Design - December 2015 - 77
Hospitality Design - December 2015 - 78
Hospitality Design - December 2015 - 79
Hospitality Design - December 2015 - 80
Hospitality Design - December 2015 - Edge of Creativity
Hospitality Design - December 2015 - 82
Hospitality Design - December 2015 - 83
Hospitality Design - December 2015 - 84
Hospitality Design - December 2015 - 85
Hospitality Design - December 2015 - 86
Hospitality Design - December 2015 - 87
Hospitality Design - December 2015 - 88
Hospitality Design - December 2015 - 89
Hospitality Design - December 2015 - 90
Hospitality Design - December 2015 - 91
Hospitality Design - December 2015 - 92
Hospitality Design - December 2015 - 93
Hospitality Design - December 2015 - 94
Hospitality Design - December 2015 - 95
Hospitality Design - December 2015 - 96
Hospitality Design - December 2015 - 97
Hospitality Design - December 2015 - 98
Hospitality Design - December 2015 - Projects
Hospitality Design - December 2015 - The Cape, a Thompson Hotel
Hospitality Design - December 2015 - 101
Hospitality Design - December 2015 - 102
Hospitality Design - December 2015 - 103
Hospitality Design - December 2015 - 104
Hospitality Design - December 2015 - 105
Hospitality Design - December 2015 - The Old Clare Hotel
Hospitality Design - December 2015 - 107
Hospitality Design - December 2015 - 108
Hospitality Design - December 2015 - 109
Hospitality Design - December 2015 - 110
Hospitality Design - December 2015 - 111
Hospitality Design - December 2015 - Habitual
Hospitality Design - December 2015 - 113
Hospitality Design - December 2015 - 114
Hospitality Design - December 2015 - 115
Hospitality Design - December 2015 - 116
Hospitality Design - December 2015 - 117
Hospitality Design - December 2015 - 118
Hospitality Design - December 2015 - Ad Index
Hospitality Design - December 2015 - Back Space
Hospitality Design - December 2015 - Cover3
Hospitality Design - December 2015 - Cover4
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