Loews Hotels launched 'Active Stays,' a portfolio-wide wellness initiative developed with fitness expert Makena Rae Diehl, known for coaching high-profile clients. It features an exclusive series of equipment-free workouts available only on guest room TVs. The program responds to survey data showing that 60% of travelers now value fitness amenities as much as other hotel perks, with wellness increasingly driving hotel choice rather than serving as a premium add-on.
Individual properties are also tailoring the initiative to local character, including a marathon package with curated running maps at Loews Regency New York and a Route 66-inspired walking tour at Loews Chicago.
Loews' strategy shows how hotel brands are partnering with well-known fitness experts to create flexible in-room experiences that fit different traveler schedules, eliminating the need to visit a gym.
Image Credit: Loews Hotels
Key Themes Behind This Trend
- In-room Wellness
- Hotel rooms are becoming personalized fitness environments as screen-based workouts create scalable wellness touchpoints beyond traditional gyms.
- Celebrity Fitness Partnerships
- Recognizable trainers and wellness personalities give hospitality brands differentiated content that can increase perceived value without major infrastructure changes.
- Localized Active Travel
- Property-specific running maps and walking tours blend destination discovery with exercise, expanding wellness into culturally relevant guest experiences.
Where This Applies
- Hospitality
- Hotels have new room-based service models that position wellness as a core booking driver rather than an optional luxury amenity.
- Fitness Technology
- On-demand, equipment-free programming for travelers creates demand for adaptable content platforms optimized for hospitality media systems.
- Travel Experiences
- Wellness-oriented itineraries connect fitness, local exploration, and guest personalization, opening space for curated active tourism products.
