No one expects to see an almost 164-foot-tall climbing wall hugging the outside of a 16-story hotel in Nevada, but the wall, which has a Guinness World record designation as the world’s tallest artificial climbing wall, attracts year-round visitors to the independently owned Whitney Peak Hotel in Reno.
The hotel also offers BaseCamp, a 7,000-square-foot indoor bouldering gym that guests—and locals—use to challenge their climbing skills.
“We’re a non-gaming, non-smoking hotel. People thought that that was crazy in downtown Reno, and no one thought we’d survive, but there is a big market for people who don’t want to stay in a casino. For us to promote healthy enthusiast lifestyle is pretty awesome,” said Brian Sweeney, the gym’s director.
Even if they don’t go as far as building a gargantuan climbing wall, many hotels are finding ways to provide both traditional and unique fitness experiences to guests. While offering conventional fitness equipment—basics include free weights, treadmills and elliptical machines—are a great way to boost both customer satisfaction and loyalty, some hotel brands are raising the bar on what they are offering to guests.
At EVEN Hotels, for example, guests can get a personalized, in-room fitness experience along with complimentary access to on-demand classes. Guestrooms are equipped with equipment including a strength training pole, a yoga mat and block, a foam roller, resistance band, and a stability ball.
“In addition to the in-room fitness experience, every Even Hotels property features an athletic studio with best-in-class fitness equipment, including resistance bands, free weights, treadmills, spin bikes and water rowers,” said EVEN Hotels’ VP of Global Marketing and Brand Management Raul Ortiz, adding that the athletic studio is larger than a traditional hotel gym.
The Equinox Club at the Equinox Hotel in Manhattan has 60,000 square feet of space at its fitness club facility, offering equipment as well as more than 20 group fitness classes daily. It also includes “…personal training, an indoor saline lap pool, hot and cold plunges, outdoor barrel saunas and an expansive outdoor lounge pool heated year-round with a wraparound terrace offering sunset views of Manhattan and the Hudson River,” Equinox Hotels CEO Chris Norton said.
A Gym and Then Some
For hotels that double as spas or wellness retreats, having a gym, along with other wellness offerings like float therapy pools, saunas and yoga classes, is essential. Nemacolin Woodlands Resort and Spa, a luxury resort in Farmington, Pa., offers everything from high-end resistance machines, cardio equipment and treadmills to spin bikes and rowers.
“Cardio machines have interactive touchscreens and access to some of your favorite apps to keep you entertained, as those healthy minutes of movement add up,” said Susan Pelfrey, fitness supervisor and lead instructor at the fitness center. “We also have the weightlifting enthusiasts covered a with an eight-piece weight circuit, Synergy system for cardio and weight training intervals, free weights, half squat rack, cable machine, and dumbbells that range from three to 75 pounds. Small equipment needs are met with jump ropes, kettlebells, medicine balls, weight resistance tubing, yoga blocks, foam rollers and resistance bands.”
According to the American Hotel & Lodging Association, about 85 percent of hotels offer fitness options, a reflection of its importance to both the hotel and the consumer. “The evolution of hotels in recent decades has shifted from small fitness facilities created out of unused guest rooms to a pivotal part of the guest experience. This shift not only caters to the growing demand for health-conscious amenities, but also serves as a significant differentiator for hotels,” said Norton.
Norton added that Equinox guests actively embrace the Equinox Club three to four times more than the industry average. Similarly, Ortiz said that 75 percent of the guests who book rooms with in-room fitness options plan on working out in their rooms.
Staying the Course
Wellness is a priority for many travelers, and when people travel, they like to keep to their fitness schedules. “We believe travel shouldn’t disrupt wellness,” said Ortiz.
Pelfrey agrees one major reason that hotels should offer fitness facilities is so guests do not have an interruption in their fitness routines. “If I am able to work out while away from home, that keeps me on track and accountable. One or two missed workouts have the power to turn into a month of missed workouts. We have all experienced that setback. Consistency is the best gift we can give to our travelers,” said Pelfrey.
“We have found that individuals dedicated to a fitness routine view it as an integral part of their daily lives; prioritizing its continuation even during travel to support their health and overall lifestyle,” added Norton, noting that the Equionx facility is a club with a local membership component, a game-changer for the hotel.
Similarly, the Whitney Peak Hotel in Nevada sees many locals utilizing the climbing facilities, another way to boost revenue for the hotel. The hotel also has a ‘regular’ gym; Sweeney said that hotel guests receive free access to the fitness center as well as a heavy discount for the climbing facilities. Still, travelers come to Reno specifically to stay at the Whitney, he said, as well as making it a stopping point for outdoor enthusiasts who are traveling to other nearby recreation spaces.
The definition of wellness has evolved, Ortiz noted, particularly since the pandemic. “Humans are looking for a life that is balanced and factors in their well-being along with their physical and mental health. At Even Hotels, in-room fitness amenities along with 24/7 athletic studio allows guests to maintain their fitness priorities on a schedule that is convenient for them."