# Hotel Fitness Programs Loews Hotels Launched Its Active Stays Program with Makena Rae Diehl By Adam Harrie | Published 2026-09-09 | World Source: Trend Hunter, https://www.trendhunter.com/trends/active-stays References: [loewshotels](https://www.loewshotels.com/discover-loews/active-stays-by-loews-hotels?utm_source=lh&utm_medium=PR&utm_campaign=active_stays&utm_id=brand&utm_content=blog)  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 ## Trend Insights (Trend Hunter) - Score: 8.6/10 - Popularity: 89% | Activity: 77% | Freshness: 92% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, South America, Europe, Asia, Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [World](https://www.trendhunter.com/world) > [Travel](https://www.trendhunter.com/travel) ## Key Themes ### 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. ## Related on Trend Hunter - [Mega-Yacht Wellness Experiences](https://www.trendhunter.com/trends/alo-voyage.md) - [Wellness-Focused Hotel Upgrades](https://www.trendhunter.com/trends/proper-hospitality.md) - [Luxe Wellness Apparel Activations](https://www.trendhunter.com/trends/french-riviera-takeover.md) - [Longevity-Focused Hotel Initiatives](https://www.trendhunter.com/trends/novotel-longevity-everyday.md) - [Alchemy-Inspired Cocktail Programs](https://www.trendhunter.com/trends/alchemy-by-loews-hotels.md) - [Guest-Focused Commercial-Grade Wellness Equipment](https://www.trendhunter.com/trends/commercialgrade-wellness-equipment.md) - [Integrated Travel Wellness](https://www.trendhunter.com/trends/fairmonts-wellness-without-walls.md) - [Integrated Wellness Retreats](https://www.trendhunter.com/trends/integrated-wellness-retreat.md) - [Longevity Holiday Resorts](https://www.trendhunter.com/trends/thelifeco-st-lucia.md)