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Hospitality Industry News

Rick SequeiraAn interview with Rick Sequeira, Vice President Hospitality, Serta Simmons Bedding. Sequeira brings 32 years of hospitality sales, product development and manufacturing experience to his role as Vice President of the Serta Simmons Hospitality business. He has had the privilege of working with the industry’s most successful hotel brands, developing mattress standards that deliver a solid return on investment for owners, while providing guests with an innovative, exceptional sleep experience. Sequeira has been instrumental to the success of the Serta/Simmons Hospitality Division, now the leading bedding supplier in the industry.

Q: Tell us about your company.

A: Serta Simmons Bedding (SSB) is North America’s largest bedding manufacturer, the company behind the Serta and Simmons Beautyrest brands. These are America’s No. 1 and fastest-growing innerspring mattress brands — iconic names that stand for authentic quality, innovation and integrity.

We’ve come a long way since the 1870s, when Simmons became the first business to mass produce woven wire mattresses. Now, Serta Simmons Bedding employs more than 6,000 people across North America and has 39 manufacturing plants.

Q: What do you think distinguishes Serta Simmons Bedding (SSB) from other hospitality bedding manufacturers?

A: At Serta Simmons Bedding, we don’t just think about the product we’re making, but about the benefit it ultimately delivers. We don’t just think about maintaining the status quo, but about constantly challenging ourselves to build a better product.

I have the unique opportunity to be in charge of both Serta and Simmons hospitality brands, and to give our hotel and resort customers innovative, high-quality bedding options designed to deliver memorable, brand-defining sleep experiences. The better you sleep, the better you live, work and play. It’s a responsibility we take very seriously.

Q: What makes the hospitality bedding industry unique?

A: Every aspect of our business relies on the strength of our partnerships — with hotel brands, owner groups, individual owners and suppliers. We invest time and resources to intimately understand a client’s business needs, goals and how they define success. We then collaborate to create innovative bedding solutions designed to deliver a lower total cost of ownership and an exceptional guest experience.

Q: What are the trends currently shaping hospitality bedding innovation?

A: Guest wellness continues to be a hot trend in the hospitality industry. We are a sleep-deprived country. Studies prove it. Experts continue to stress the importance of getting the required amount of sleep in order to avoid serious health issues down the road. But nowhere is the need for a good night’s sleep more important than when you’re a business traveler. Your work performance suffers when sleep suffers. Period.

Hotels everywhere continue to make the guest sleep experience a priority. Which makes sense, when you really think about it. What you expect when you stay at a hotel is the promise of a good night’s sleep. Key hotel brands have invested significantly toward this goal, understanding the power of this key differentiator and its impact on guest satisfaction and loyalty.

Sustainability is another key trend that continues to be a priority initiative for the brands we serve. It’s also a big focus for us. Our commitment to sustainability starts in the factory with a zero-waste policy. But it’s also about using raw materials that come from repurposed and recycled sources. Our commitment also includes initiating a comprehensive recycling program that keeps mattresses out of landfills by offering mattress-recycling services to the hospitality marketplace across North America. It’s a cost-effective, hassle-free service that streamlines the mattress replacement process and battles landfill waste. We hope sustainability initiatives like ours encourage other bedding manufacturers to follow suit.

Be sure to visit Serta Hospitality at Booth #4151 or online at You’ll find Simmons Hospitality Bedding at Booth #3215 or online at

Serta, Simmons and Beautyrest are registered trademarks of Serta Simmons Bedding, LLC.

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