Holiday Inn Promo Generates Body Heat, Buzz

As I write this, the most popular article on Reuters.com—both in terms of views and e-mails—is about the rather unusual promotion going on at three Holiday Inns in the UK. So-called “human bed-warmers” are on offer at two Holiday Inns in London and one in Manchester, and if nothing else, the simple oddity of having hotel staff prepare your bed for sleep by first climbing in and sharing their own body heat is enough to generate buzz.

Despite the contradictory image at left that the brand has passed out to the media, the bed-warmers don’t actually get into bed with you; in fact, Holiday Inn spokeswoman Florence Eavis made pains to tell me repeatedly that the onesie-clad hotel staffers don’t actually share the bed with guests.

Nevertheless, the concept has people talking. And while not all of the commentary is positive—a quick perusal of Twitter comments about Holiday Inn turns up frequent use of words like “creepy” and “weird”—seemingly just as many people are intrigued by the idea and view it as above-and-beyond hotel service. Personally, I can see it both ways. I wouldn’t take advantage of such a service, but I would feel valued as a guest that the hotel was so concerned about my comfort.

Eavis insists the human bed-warmers concept is not a publicity stunt, and she seemed surprised that I would even suggest that some guests might find it an unsettling proposition. “People understand that it’s tongue-in-cheek,” she says. “It’s not meant to cause offense.” So far, about 20 people have taken advantage of the complimentary program, and Eavis says the feedback has been overwhelmingly positive.

The one-week pilot of the program is set to expire on Monday, and it remains unclear whether it will continue or be expanded. Regardless, it has people talking about the Holiday Inn brand, and that can never be a bad thing.