Equinox Fitness Hotel Marries Wellness & Luxury
Wellness tourism is booming, with the market set to be worth nearly $1bn by 2022 (Global Wellness Institute, 2018). Tapping into this enormous opportunity, luxe US fitness club brand Equinox has opened its highly anticipated health and fitness hotel in Hudson Yards in New York, where it hopes to augment and expand upon its dedicated fan base of 'active elite' consumers.
The hotel features a 60,000 sq ft fitness suite, where guests can access personal training, fitness classes, a 25-yard indoor saltwater pool, and hot and cold plunge pools. Alongside the gym facility is a 25,000 sq ft spa, complete with cryotherapy chambers and an infrared sauna. Treatments include vitamin IV drips and quantum harmonics sound therapy. To make their stay as seamless as possible, Equinox members can access their current workout schedules through the hotel's integrated digital booking app.
The 212 guestrooms and suites are designed to facilitate optimal sleep, with silent air-conditioning units that keep temperatures at an ambient 66F, two duvet layers to help regulate body temperature (a Scandinavian technique), and a proprietary blind system that blocks out natural light. Mini bars offer magnesium-based sleep supplements, face masks and a seawater-based 'brain-fog-fighting' elixir, while massage oils and condoms are also provided.
The room-service menu includes 70 food options designed for peak physical performance, as well as sleep and recovery. Behavioural sleep coaches are also on-call for slumber-related advice – a service included in the price of the stay, with rooms costing $700 to $8,000 per night.
Equinox has confirmed plans to open hotels in a further five cities by the end of 2022, including Los Angeles, Chicago and Seattle.
For more on how lifestyle brands can engage consumers in the hospitality space, read Best Branded Hospitality Opportunities 2019. For a deep dive into the links between fitness and travel, see Hospitality's Heightened Fitness Focus and Top 10 Gen Z Travel Trends.