They have a few different pillow types. They have the feather and down pillow and the synthetic pillow. And within each type, they have a firm and medium softness selection. I imagine the one you like is very much a personal decision. I like the feather one, and prefer it on the soft side. I can always bunch up a pillow if I need more firmness, but if it's too firm, it's hard to flatten it out. Fortunately, the hotels carry all types for guests, so it was easy for me to test drive them, by having housekeeping put one of every type in the room. From then on, I just keep buying my favourite (usually during a big sale). And I have a standard request on my guest profile so the room is always ready with my pillow selection.