Comfort and Confidence: The New Guest Sleep Standard

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In the wake of the Covid19 pandemic, hotel brands across the country have put numerous cleaning protocols in place to reassure travelers that when they return to travel, they can expect a clean and positive experience. As a leader in hospitality bedding, we were committed to be part of the industry’s recovery.


Both of our new Serta® and Beautyrest® hospitality lines will feature innovative HeiQ V-Block antimicrobial technology, allowing hotels to further enhance their cleaning initiatives.


Using a microsilver-vesicle technology, HeiQ V-Block resists bacteria attack by emitting silver-ions to inhibit bacteria on the fabric surface. Hypoallergenic, it kills 99.99% of bacteria that cause unpleasant odors and deterioration and lasts for up to 20 years. Because HeiQ V-Block is added to the fabric during the manufacturing process, it has better longevity than typical post-manufacturing spray-on cleaning solutions. The finish is manufactured out of components that are hypoallergenic, non-sensitizing, non-irritant and skin patch tested. Key components are from recycled and bio-based sources.

Serta Simmons Bedding is currently pursuing appropriate approvals through the U.S. Food & Drug Administration and the U.S. Environmental Protection Administration. Pending approvals, it expects to have HeiQ V-Block versions of Serta and Beautyrest mattresses available by winter 2020 in its hospitality lines and in its retail lines in early 2021.

SSB has been a long-term innovation partner with Swiss innovator HeiQ on several innovations, specifically on its cooling HeiQ Smart Temp (Cool Touch) technology. With cleanliness top-of-mind for hotel brands, guests and consumers, the two companies – driven by constant innovation – had a common challenge at hand and identified solutions relevant to the mattress environment. The rest, as they say, is history.


Sleep is our business and passion – and innovators never stop innovating. We saw an opportunity to be part of a solution during this unprecedented public health emergency by making and facilitating the donation of thousands of hospital relief beds – and again, by introducing the first virus-blocking mattress technology.

Our work continues to address the needs of hotels and their guests during this challenging time and look forward to when we can gather and travel with confidence again.