Hotel operator, Starwood Hotels & Resorts Worldwide, has announced that its Sheraton, Westin and W hotels will in future be putting out the welcome mat for dogs in the US and Canada.

As part of the company’s Starwood LTD – Love that Dog – programme, the company is introducing new beds for its four-legged guests. These are custom designed oversized pet pillows, designed by Eloise Pet Accessories, a line described as "where style and fashion meet man’s best friend".

Each of the three hotel brands worked with Eloise to design dog beds mirroring their hotel’s human beds and guest room design. Westin’s features a miniature Heavenly Bed duvet, W’s a checkerboard pattern and Sheraton’s an all-American red and blue design.

In addition to the beds, canine guests will benefit from food and water bowls, temporary ID tags with hotel contact information, plush doggie robes, leashes and collars and a special pet check-in package at W hotels which includes a pet toy, dog treat and bone and a special turn-down treat on the dog’s bed.

W’s five New York hotels will also offer in-room doggie massages by a licenced dog massage therapist.

Starwood says that – with 62 million dog owners in the US, 29 million of which are said to travel with their dogs – dog owners are a market niche which has been underserved by the hotel industry.

Company chair and ceo, Barry S. Sternlicht – owner of a Jack Russell terrier and a Black Labrador – said: "We intend to become the most dog-friendly hotel company in the land and not just allow dogs to stay, but actually pamper and spoil them." Details: www.starwood.com