Hoteliers unearth benefits of fitness partnerships
Hoteliers unearth benefits of fitness partnerships
20 SEPTEMBER 2019 8:09 AM

Hotels around the globe are increasing guest wellness offerings through partnerships with trainers and fitness companies, and the benefits of offerings outweigh the costs, sources said.

GLOBAL REPORT—Some hotels around the globe are going beyond fitness centers and spa offerings to deliver elevated wellness experiences to guests through different partnerships.

The Nizuc Resort & Spa in Cancún, Mexico, is trying out a new week-long residency partnership with performance trainer Artur Zolkiewicz this September around World Wellness Weekend (21 and 22 September) to “raise awareness and encourage as many guests as possible to take part in this global event,” Alicia Acevedo, spa director at Nizuc, said via email.

The hotel already had weekly fitness programming, Acevedo said, but sought out Zolkiewicz as management found “more guests want to incorporate their fitness routines from home into their holiday time, but wanted inspiration and a little motivation.”

Acevedo said the hotel balances the cost of the partnership and the benefit to the hotel and its guests by “offering a one-hour class each day with the option of booking individual personal training sessions with Artur at an extra cost.”

Zolkiewicz will teach strength and cardio classes in the morning at the hotel and individual training sessions at an added cost. The classes are free during World Wellness Weekend and then cost $15 per session throughout the rest of the residency.

W Hotels
At some of its properties, W Hotels offers Fuel Weekends to guests, which started in May 2018 at the W Punta de Mita in Mexico.

These weekends focus on providing guests access to expert trainers, healthy meals and other activities, and Anthony Ingham, global brand leader at W Hotels, said via email the company isn’t solely focused on bringing in celebrity trainers, but “individuals who are going to bring their own flavor to the weekend.”

“Fuel Weekends wouldn’t work if we didn’t pay close attention to creating a cohesive and supportive group of talent,” he said. “That being said, we’ve been lucky enough to work with some incredible individuals and brands.”

Fuel Weekends is a global series that is offered at properties in “destinations that allowed us to get closer to nature,” Ingham said.

“The location of each Fuel Weekend plays a major role in what programming we offer—from paragliding through the Swiss Alps in Verbier to surfing lessons at W Costa Rica - Reserva Conchal—W has turned the traditional wellness retreat on its head to offer world-class fitness training in some of the most exotic locations around the globe,” he said.

Kimpton properties offer fitness and wellness offerings that vary from property to property. Pictured here is the fitness center at the Kimpton Alexis Hotel in Seattle. (Photo: Kimpton Hotels & Restaurants)

Properties under Kimpton Hotels & Restaurants offer a variety of fitness experiences, such as aqua cycling, bootcamps and meditation, which vary from hotel to hotel, according to Nick Gregory, SVP of hotel operations at Kimpton.

When coming up with new partnerships for hotels, “ideas can come from anywhere” within the company, he said, and Kimpton weighs the benefits to operations, guests and marketing for each partnership.

Some programs are complimentary while others are offered for a “nominal fee,” and the long-term benefits of programs far outweigh the cost, he said.

Gregory said guests benefit from programs and partnerships because they get enjoyment out of it and hotels benefit from those guests coming back for repeat stays and getting the word out to others about programs and fitness offerings at Kimpton properties.

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