The Problem: Bad Reviews Were Rolling In…

“Sheets were rough and smelled odd.”
“Towels felt cheap and worn out.”
“The bed looked clean, but the pillowcases had yellow stains.”

Sound familiar?

These are real guest reviews from properties that, on paper, had great service, stylish interiors, and competitive pricing. But just one detail kept tanking their online ratings: textile quality.

One boutique hotel chain in Southeast Asia noticed a pattern. Despite improvements in service and amenities, their lowest-rated metric was ‘room comfort’—and the complaints almost always involved bed and bath linen.

The Investigation: A Deep Dive into the Details

After running a series of internal audits, management discovered:

• Their towels were too thin (under 350 GSM) and wore out quickly

• Their sheets were pilling and discolored after just a few washes

• Guests felt “unclean” even when rooms were spotless

The linens simply didn’t match the expectation of a premium experience.

So instead of fighting bad reviews with marketing spin—they decided to change the guest experience itself.

The Solution: Linen Overhaul 101

Here’s what they did:

Upgraded to 100% Combed Cotton Sheets

• Breathable, soft, and wrinkle-resistant

• Gave rooms an immediate visual and tactile upgrade

• Reduced laundry-related complaints

Introduced High-GSM Towels (500–600 GSM)

• Thicker, plush feel impressed guests immediately

• Quick-dry and durable after many washes

• Offered in white + spa-like pastel sets for suites

Branded Pillowcases & Robes

• Small embroidery touches added luxury feel

• Created photo opportunities guests shared on social media

Partnered with a Reliable Linen Supplier

• Consistent product quality

• Easy reorder process for seasonal stock

• Optional pre-wash and labeling services to ease operations

The Results: Real Change, Real Fast

Within two months of rolling out the new linen program:

• Negative linen-related reviews dropped by 78%

• Positive mentions of "room comfort" increased by 43%

• Guest photos showing robes and beds were shared more on Instagram and TripAdvisor

• Booking platforms showed improved ratings across Cleanliness, Comfort, and Value

It didn’t take a million-dollar renovation. It took better towels and sheets.

For Procurement Teams: What This Means for You

Hotels often underestimate how something as simple as a towel or fitted sheet can affect the guest’s entire perception.

When you’re choosing a linen supplier, consider:

• Material quality (Combed cotton, bamboo, TENCEL™)

• GSM weight for towels

• Durability through frequent industrial washing

• Custom branding options for added brand value

• Responsiveness and stock reliability

Final Takeaway:

Guests don’t always remember the thread count, but they’ll never forget how the bed made them feel.

If you're trying to improve reviews, start where your guests end every day: in the comfort of your bedding and towels. Because in the hospitality world, comfort isn’t a luxury—it’s the baseline.