Hotels are discovering a new way to offer a luxury experience by leaning into fitness and wellness.
Siro, a brand of luxury hotel company One&Only, plans to become the latest entrant in the emerging space with a combined accommodation and health club location in Dubai next year, with one in Montenegro to follow in 2024.
- In March, ANTA Sports announced a collaboration with Hyatt to open a FILA-branded hotel in Shanghai.
- Peloton has been introducing its workout machines into hotels, health clubs, and universities.
- In October, Peloton teamed up with Hilton to offer workout machines at the hotel chain’s locations.
A Hilton survey found that 98% of respondents value wellness activities while traveling, while 90% of Peloton members are more likely to stay at hotels with the company’s bikes.
Fitness hotels can benefit by being destinations unto themselves. Siro expects around 40% of its Dubai guests to come from within the United Arab Emirates.
The company plans to offer rooms from $400-$500 per night, which will include access to a 10,000+ square-foot gym, studio workout classes, cryotherapy, and acupuncture, plus nutritionists, trainers, and other specialists available for hire.