Westin’s new fitness offering is a tough one for guests to resist

AUSTIN, TX—’Tis the season…for overindulgence. Holiday parties, family gatherings and the food that comes with it can wreak havoc on the healthiest of people, especially hotel guests who may be out of their normal routines. 

“As travel becomes increasingly disruptive with the things that are beyond our control, we want our guests to know that we are truly their partner in wellness—and that we want to help empower them to take back control of what they can: their wellness routine,” said Brian Povinelli, SVP and global brand leader, Westin Hotels & Resorts. “Earlier this year, we launched our first global campaign since 2011 to say just that. The ‘Let’s Rise’ campaign takes on the disruptions of travel and empowers travelers to embrace well-being as a way to regain control of their routines while on the road.”

Now, the hotel brand is taking its fitness offerings one step further. This month, Westin Hotels & Resorts has launched a new wellness program in a brand-wide partnership with TRX, maker of a suspension training system. TRX is endorsed by Super Bowl MVP Drew Brees and popularized by fitness buffs for the system’s ability to activate core muscle groups using the user’s body weight for a solid workout.

“Wellness has been in the Westin brand’s DNA since the debut of the now iconic Heavenly Bed 18 years ago, pioneering the promise for hotels to deliver guests a better night’s rest. Well before the wellness industry was valued in the trillions, we rooted our brand experience in six well-being pillars: Sleep Well, Eat Well, Move Well, Feel Well, Work Well and Play Well, which allowed Westin to be a leader in wellness for the hospitality category early on,” said Povinelli. “These pillars, programs and partnerships comprehensively address how wellness is integrated into consumers’ lives and does so in a way that touches guests before, during and after their stay.”

Westin’s guests will have access to TRX equipment in the brand’s properties around the world. In addition, Westin’s global roster of Run Concierges—on-site running experts—underwent a customized TRX circuit training program at the Run Concierge Summit here, enabling the concierges to offer guests a comprehensive workout designed to enhance their overall running and fitness performance.

There’s no debating it: “Today’s travelers are more savvy than ever before, but also over-scheduled and always on,” explained Povinelli. “Westin consistently finds that travelers struggle to maintain their wellness routine while on the road. A recent study we did found this to be true for more than 70% of global travelers surveyed. So we have a unique opportunity to take the stress out of staying active on the road, which has become increasingly important to people as they, and we, continue to evolve our programs and guest offerings with partners who share our passion to transform the way people integrate well-being into their lifestyle.”

Guests can strength train while traveling via Westin’s partnership with TRX.

Earlier this year, the brand partnered with group fitness cycling company Peloton. According to Povinelli, they were seeking to solve a similar challenge: Cycling enthusiasts weren’t able to take their high-end stationary bikes with them on the road while traveling.

“Together, we’ve put motivating group fitness classes at guests’ fingertips at any time that suits their schedule without ever having to leave the building,” he said. “Now, we’re delighted to partner with TRX, a company that has redefined fitness as the global leader in functional training. Whether a novice or a workout warrior, the TRX system allows guests to perform hundreds of functional and customizable exercises in a variety of settings—both indoors and outside, which is great for the Westin guest who’s committed to maintaining their well-being routine no matter where their travels take them.”

As an added benefit, the TRX training system is lightweight, portable and uses less footprint than a traditional hotel gym.

“Hotel fitness spaces continue to be important and have to continue to evolve—both the equipment and the design. As we looked at our fitness equipment, we saw an opportunity to up the ante with what we were offering. TRX brings our guests a new offering in functional fitness that uses innovative bodyweight-based resistance, which has become a standard in functional training across the world,” he said. “And, perhaps, what is most powerful is that we are able to introduce this equipment at more than 225 Westin hotels around the world, ensuring that—whether you are traveling to the beaches of Mauritius or the mountains of Beaver Creek—Westin has you covered.”

The brand’s Run Concierge program has been a big hit among guests, having grown from a couple dozen Run Concierges to more than 250 over the last few years.

“These concierges host group runs for guests and encourage runners of all levels to grab a destination-specific running map with scenic routes through cities, along beachfronts and amid rural landscapes. As part of the collaboration with TRX, our roster of Run Concierges will now be able to train guests in a TRX circuit workout, customized for the TRX equipment available at the hotels, before or after their runs,” Povinelli said. “With this new partnership, plus Westin’s ongoing Gear Lending program, which allows guests to pack light and stay fit with New Balance shoes and clothing for guests to use during their stay, guests just have to show up.”

Staying on top of trends, exploring consumers’ interests and then curating innovative fitness programs can be a boon for hoteliers.

“As consumer interest in wellness skyrockets, it’s critical that the hospitality industry evolves quickly,” he said. “With partners like TRX, Peloton and New Balance, we are going well beyond spectacular fitness centers and helping people maintain their home routines during their travels around the country and globe, like no other brand in the business. It’s our continued focus on a holistic offering of well-being programming that allows Westin to exceed guest expectations and deliver industry-leading returns for our owners.” HB

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