Equinox has built an incredibly strong brand and it only makes sense to take advantage of the healthy hospitality trend to stretch the brand as far as possible.
While most hotels include a gym as a complimentary amenity for guests, luxury fitness brand Equinox is switching up the pattern by adding hotels to its gyms.
Equinox Holdings Inc is launching a hotel brand aimed at travelers who are as interested in staying fit as enjoying a destination or securing a business deal, the Wall Street Journal reported today.
The company plans to open its first hotel in New York City in 2018 and a second location in Los Angeles in 2019. It has plans to open as many hotels as it has gym, which is 75, around the world.
There will be some Equinox gyms located in the hotels or guests will have access to gyms in the local neighborhood.
Travelers have shown a growing demand for hotel brands that put fitness first.
For example, InterContinental Hotels Group launched EVEN Hotels in 2014, Wyndham’s TRYP Hotels sets up small gyms in guests’ rooms, and the MGM Grand introduced “Stay Well” rooms with luxurious wellness amenities.
Photo credit: A girl walks past an Equinox sign. Omoo / Flickr