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Fitness Hotels Offer New Option for Luxury Travel

  • Siro, which will open in Dubai next year, is the latest luxury company to combine fitness offerings and a hotel.
  • It is one of several companies to create a destination through fitness and wellness.
Turf strip and lifting machines inside of luxury hotel gym
Siro
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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 Destination

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.

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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.

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