Hilton Worldwide said on Wednesday it was expanding its partnership with connected fitness-equipment maker Peloton to add its bikes to hotels in three new overseas markets: Germany, Britain, and “participating properties” in Canada.
Hilton had already added at least one Peloton bike to each of its 5,400 U.S.-based hotels by last December.
Hilton sees partnerships with non-travel brands as a key path to staying relevant. Connected fitness was a trend that surged during the pandemic.
“It’s a great example of what we call a ‘strategic mash-up’ that transcends individual brand standards,” Schuyler told Skift last month. “It matters at a Hampton, and it matters at a Waldorf. It’s delivering on the service expectations of new age travelers.”
Wellness is an increasing area of focus for hotel companies, as Varsha Arora, senior research analyst at Skift Research, explained in a presentation last week at Skift’s Future of Lodging 2023 event in London. Here’s a chart from her presentation that’s relevant:
As of today, Hilton’s loyalty program members who are first-time Peloton users residing in Canada, Germany, or the U.K. can also receive a three-month free trial of the Peloton App until July 4, as well as “preferred pricing” on some Peloton products.