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Pillow service
Pillow service is the broader practice of caring for your sleep experience, beyond just offering a pillow menu. It includes things like leaving an extra pillow on the bed if staff notice you've been reading (no need to ask), refreshing pillows during a multi-night stay, providing a lavender pillow spray on request, swapping in cooling gel pillows during hot weather, and noting your preference in your guest profile so it's pre-set on your next stay. In Japanese ryokans, this extends to making the futon bed for you while you're at dinner. To request: tell the front desk or call housekeeping directly. Most luxury hotels deliver within 15-20 minutes at no charge.