Travel packages are looking to offer fitness and restoration as a new premium commodity
Hospitality brands are finding ways of empowering travelers to sustain their healthy lifestyles while they’re away from home. Nature-based stays with wellness-focused amenities allow them to maintain or augment their routines. There are also an increasing number of travel experiences centered around fitness, wellness and restoration.
The sector is full of examples of companies offering wellness retreats and experiences that promote fitness and mindfulness:
Livingston Manor Fly Fishing Club (LMFFC) is a collection of lodges and cottages in upstate New York that provides an opportunity to escape the city and enjoy being connected to nature in a luxury setting. The Catskill Mountains retreat offers guests amenities such as fly-fishing lessons, a sauna and outdoor fires under the stars, only two hours away from New York City. The team is looking to launch a membership model, given the demand from affluent urbanites looking to trade in their social club memberships for the well-being and serenity offered by nature-driven luxury experiences.
Spruceton Inn is a nine-bedroom vacation spot that caters to New Yorkers looking to relax and enjoy the quiet in the Catskills. Its modern and minimalist rooms have big windows overlooking views of the meadow and mountains, as well as a line of natural bath products. Visitors are invited to relax in a hammock, take a swim in the creek, sit around the fire pit, enjoy the bar or stock up on food at the canteen to bring on a hike.
Hyatt Hotels & Resorts
Hyatt Hotels & Resorts is expanding its fitness and wellness offerings with the acquisition of boutique fitness and spa brand Exhale and wellness experience provider Miraval. With plans to expand Exhale’s standalone locations, which offer fitness classes, spa and healing treatments, and well-being programs, Hyatt also plans to implement elements of the brand into their hotels. Hyatt’s strategic decision to move into the wellness space will see the Miraval destination resorts serve customers with a specific purpose of travel, while the Exhale brand will accommodate guests’ everyday wellness needs.
High-end gym chain Equinox is launching a luxury hospitality brand, with plans to open its first fitness-focused hotel in New York. The Equinox Hotel in Hudson Yards will include the largest club Equinox has ever built, with indoor and outdoor space, pools, and a new spa concept that aims to refine recovery and regeneration. The hotel will also offer a world-renowned culinary experience, for in-room dining as well as a destination restaurant within the hotel. In addition to the club, spa and hotel, there will be an additional 150,000 square feet for office space and luxury condos.
For those hoping to maintain (or improve) their healthy lifestyle while away from home, there are lots of options available. The sense of wellbeing and serenity provided by these kinds of luxury experiences is something that is becoming increasingly sought after when travelers plan their vacations. For more on this topic, download our recent research paper, Exploring the New Luxury Travel Experience, and look out for our upcoming Travel Debrief.
Lead Image: Spruceton Inn
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