Consumer behaviour is evolving. The definition of wellness has shifted to encompass fitness, sleep, recovery, nutrition and mindfulness. Peloton delves into how hotels can respond to guests’ changing needs.

Research in Hilton’s 2023 Trends Report shows 50% of travellers want their next trip to have a component of physical or mental wellness, and they want to continue their at-home routines when they travel; hotels must seek out seamless omni-location experiences to answer this expectation. Offering hyper-personalisation, alongside a sense of community, is fundamental to success.

“Hyper-personalisation isn’t new; pioneering brands started it years ago with products and experiences,” says Daniel Sprung, Peloton’s Senior Director International, Partnerships and Commercial. “But post pandemic, this trend has seeped into fitness and wellness. Consumers also became used to seamless experiences at home, using their devices to train anywhere at any time. And they want to keep track of their workouts – but that monitoring must be digitised and super easy. These changes are all here to stay.”

Add in the increased demand for a sense of community, and you have the wellness landscape in 2023. “Community is our backbone; it’s what we do best. And we know that, when travelling, people want to continue all of these behaviours on the road,” continues Sprung. “90% of Peloton Member travellers surveyed are more likely to stay at a hotel if it has a Peloton Bike – as a result, more than 1.6 million Peloton rides were taken at hotels in 2022.”

Be there for guests, from workouts to wind downs

Peloton offers hoteliers an entirely unique opportunity to meet all these shifting guest demands, and create a full holistic wellness and fitness experience, without making any physical changes to a property.

Sprung adds: “For this new omni-channel consumer, Peloton offers the opportunity to consume a menu of wellness from the comfort of their hotel room, in the moment, with content via the app or on a bike. If they want to be around other people, they can get on a Peloton Bike in the gym. If they prefer an outdoor run or meditation, they can take a class. If they wish to wind down at the end of a long day, they can take a 10-minute sleep meditation, all on the Peloton App. It’s omni-location, omni-channel and always trackable. Hotel guests have choice and hoteliers are offering an extraordinary guest experience.”

Travel everywhere. Train anywhere.

A survey of 800 Peloton Members found 93% would choose a hotel with a Peloton Bike over one without.  “Hotels with a Peloton Bike can make our seven million Members their new guest list by being listed on the Peloton Hotel Finder,” explains Sprung. “It’s a platform where guests can book hotels that have Peloton experiences, direct. Hotel Finder captures those millions of Members looking to book a hotel that allows them to keep their wellness routine consistent.”

Globally, Hotel Finder has more than 6,500 locations listed and gets more than 20,000 unique visits per month, hence it offers hoteliers the opportunity to make Peloton Members their guests and provide a stay that has it all.

Be a Peloton destination

Global hospitality expert and author, Sonal Uberoi comments: “Making wellness integral to your offering will transform and future-proof your business. Hotels don’t need grand facilities, a bling-bling offer and a huge capital outlay. Instead put guests’ needs front and centre.

“Peloton is personalising the wellness experience anywhere anytime and that’s what we need if we’re to target five decades of the population, as each comes with a very different set of needs. You can’t have a cookie cutter approach. Peloton solves that and makes it affordable.

“Grand wellness and fitness facilities with 10% occupancy are a waste of money. Have a Peloton Bike, work out from the pleasure of your own room but still with a sense of community. That is priceless and you don’t need a gym for that.”

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*Based on a survey of approximately 800 subscribed Peloton Members who travel 3+ times per year – conducted by Peloton in August 2022.