Hotel Fitness: A Boom with a Future

Michael Altewischer, Managing Partner of  Wellness-Hotels & Resorts GmbH shared with the trade magazine and FIBO partner TopHotel: "Modern diagnostic tools and AI in guest communication for personalized information, as well as fitness, relaxation, or nutrition plans, are already of interest to nearly half of the guests surveyed. This allows hoteliers to continue professionally supporting guests even after their stay." This is a relatively new development. "It's strange how much 'sport' has been left out of the hospitality equation until now, but that is changing. Destinations are responding to the call and offering everything from professional trainers to facilities of a professional standard. Given that the global sport-hospitality market was recently estimated at $4.75 billion, we believe it will boom." This is according to the annual report "Future of Wellness – 2024 Trends" published by the Global Wellness Summit, often referred to as the "Davos of the wellness industry," in early 2024.

Now, the global fitness trend has truly arrived in the hotel industry. Major sporting events this year contribute to this development. "More and more travel destinations are turning people from spectators into active participants," reports the Global Wellness Summit. At the 2024 Olympic Games in Paris, there was a marathon for Olympic fans beforehand. For the first time, new cycling routes were opened near the Tour de France route, allowing cycling enthusiasts to "participate themselves." Some hotel groups are even organising their own competitions for guests.

The demand for fitness and sports offerings is rising not only in luxurious holiday resorts but also in upscale international business hotels. The reason is that for many people, regular fitness activities are an integral part of a health-oriented lifestyle, even while travelling. "My consistent fitness routine at home in Germany made me feel like something was missing when I couldn't train while travelling. So, I ensured I could continue my fitness training during my many business trips," explains frequent traveller Claudia Darius in conversation with the FIBO editorial team.

Many hotels already offer services, facilities, equipment, and support at a professional athlete's level to their guests. These include personal trainers, brain-stimulating technologies to enhance performance, cryotherapy chambers, and more. Experienced hotels optimise everything, from rooms to services and facilities to food – catering to athletes of all levels. The portal hotelcareer.de lists numerous job offers for professionals with fitness skills who want to enter the hotel industry.

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"In recent years, hotel guests' attitudes towards fitness training and health have evolved significantly, changing the requirements for new hotel fitness rooms – from strength training to endurance and functional training," says Markus Duller, Vertical Sales Manager DACH at Life Fitness.

It is evident that digital solutions in the hotel industry are becoming increasingly important and indispensable. His focus is on consulting regional wellness hotels and international hotel chains.

"Previously, hotel fitness rooms were usually equipped with various cardio machines and a weight bench with a pyramid rack and weights up to 10 kilos. Most athletes, including amateurs and hobbyists, couldn't train effectively with that. Nowadays, hotel fitness rooms feature far more strength training equipment, enabling serious strength training," analyses Jürgen Aschauer, Business Development Director at Matrix Fitness/Johnson Health Tech.

Claudia Darius, an international judge in thoroughbred Arabian horse breeding, travels the world throughout the year. She notes significant changes in hotel fitness offerings over the past few years. These changes cover various aspects, including the quality, size, and equipment of the facilities, concepts, general awareness among hotel operators and staff, and even other guests.

The Black Forest Resort Engel Obertal has decided to hire trainees for a three-year apprenticeship as sports and fitness clerks or fitness specialists with a focus on fitness and health training starting this autumn. "Our decision is based on our belief that a qualified and skilled team, which already consists of three qualified trainers, is the key to an exceptional guest experience," says Assistant Director Nadine Haier.

At FIBO 2024, the development of fitness and wellness offerings in the international hotel industry was one of the top topics. Renowned speakers, such as Austrian hotel specialist Dr. Franz Linser, member of the Board of Directors at the Global Wellness Summit, and Andrew Gibson, Vice President Spa and Wellness at FRHI Hotels & Resorts, garnered significant attention with their presentations on these groundbreaking developments in their industry.

Claudia Darius experienced how the pursuit of a healthy lifestyle is breaking down centuries-old cultural barriers, especially in the Middle East. “Particularly in more orthodox areas like Saudi Arabia, cultural conditions often pose problems for us women. Previously, I couldn't use hotel gyms because the facilities couldn't be accessed by men and women simultaneously. (...) For about two years now, women and men have been allowed to train together in many international hotels in Saudi Arabia."

For hotels, it's no longer just about looking good on booking platforms and presenting themselves as modern, stylish destinations. While not every hotel concept may fit as seamlessly with the idea of sending young employees through a three-year fitness apprenticeship, some certainly do. The guests of the 5-star Superior Resort would not only expect first-class service, says Assistant Director Nadine Haier, “but also competent advice and support in the areas of fitness and health.” Intensive training ensures the team can meet these high expectations.

With the professionalisation of fitness offerings in the hotel industry reaching HR departments, the relevance of this market segment for the fitness industry overall will continue to rise. This trend will be clearly felt at FIBO 2025.