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Hotels are constantly looking for innovative ways to enhance the guest experience without adding additional operational costs. When it comes to towels, hoteliers desire to provide a heavier-weight, more luxurious towel to their guests without adding additional laundering costs.  

Our engineers met this challenge from our customers head on. Through initial research and observation, we made a breakthrough observation—the center of the towel is used far more than any other part, meaning the outside edges of the towel add extra, unneeded weight that offers no additional value. What if we could reduce weight on the unused edges and redistribute that weight to the center, where a guest would actually feel a difference?  

The result is our innovative Elevations™ Towel Collection. This collection utilizes our patented Comfort Experience Zone™, which is created using new weaving techniques that strategically balance and redistribute the weight of the pile to the center of the towel, where it matters most. That means you get a lower-weight towel that costs less to process, and your guests get the soft, comfortable, and absorbent drying experience they expect. And with your choice of Rainfall or Horizon patterned end panels, the lower-weight towel ends will be appreciated as a stylish extra feature. 

Elevations™ is more than just a soft, extra plush towel. It is also extremely strong and durable, thanks to our proprietary Centium Core Technology^®. This technology works through the use of ultra-strong microfilament yarns as opposed to traditional polyester. This gives Elevations™ improved tensile strength and results in a much longer service life, helping these towels stay on your shelf and avoid the landfill. 

As an added bonus, our performance terry line is oversized to accommodate shrinkage, ensuring the size of towel you pay for is the size you get. Plus, your housekeepers and laundry staff will also appreciate the EZ ID^® terry color-coding system, which enables staff to easily identify different towel weights by a distinct color on the sew-in label.     

As if these features weren’t enough, with Elevations™ you’ll also enjoy our Room Ready for You^® Laundered with Tide^® program, which allows you to use these long-lasting towels straight out of the box. Room Ready products arrive clean, fresh and ready for immediate use, bypassing the time, labor and costs of up-front processing.  

Finding ultra plush towels that don’t break your laundry budget can be challenging. You can rest assured knowing that you’ve found the best of both worlds with the Elevations™ Towel Collection by ÌÒ×ÓÊÓƵ.

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