HB Exclusive: Westin Spins Linens Into Pajamas for Children

BETHESDA, MD—For children, a successful night’s sleep includes the three Bs: bathtime, books and bed. This nightly routine can have a positive impact on their well-being and overall development.

But, what happens when children don’t have access to the basics?

Aligned with Westin Hotels & Resorts’ six pillars of well-being—sleep well, eat well, move well, feel well, work well, play well—the brand’s team resolved to create a better night’s rest, while supporting sustainability goals and children in need. Called Project Rise: ThreadForward, the project was born out of a call-to-action to associates to identify and present ideas that could make a difference on-property and in the community.

“About a year-and-a-half ago, we launched a new brand position, Let’s Rise, and it builds upon Westin being the leader in hospitality and pursuing well-being on the road with programs throughout,” said Brian Povinelli, SVP, global brand leader, Westin Hotels & Resorts. “We were really looking to add a complement to it. How do we turn this idea of Let’s Rise into giving back? That was the impetus for the Project Rise: ThreadForward initiative. We wanted it to be driven by associates at the hotels and the community. We went out with a challenge to associates and asked what initiatives were happening in their properties and what opportunities did they see.”

There was strong feedback from Westin’s properties and more than 300 ideas were presented. “It was extremely rewarding to see what our hotels were already doing, get all that content back and then announcing the winner,” said Povinelli.

Westin partnered with the World Sleep Society for the fact-based impact this effort could have in communities; Delivering Good for the distribution of the pajamas; and Clean the World, a social enterprise with deep roots in the hospitality sector and, more significantly, dedicated experience in the recycling and repurposing of used materials for hotels.

Guests also will have an opportunity to participate in the program by purchasing the pajamas at Westin.com starting on April 16, which is National Pajama Day. A portion of the proceeds from the sales will go toward continuing to support the service project.

Povinelli noted that the brand is firmly committed to the program’s success, focusing on raising its visibility, strengthening the retail component and fueling further investment in the initiative.

“Project Rise is now a foundational pillar of the Westin brand, and we continue to find ways to engage associates and build on their ideas,” the executive concluded.

For the full story, read the March 21 edition of Hotel Business.

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