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  • “Fit is the new sexy,” and it’s here to stay in hospitality!

    730 565 Hamish Kilburn
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    “Fit is the new sexy,” and it’s here to stay in hospitality!

    In an exclusive editorial to celebrate the upcoming ‘WELLNESS’ concept coming to ‘ACCOR by Bergman Interiors, Hotel Designs takes a look at the future of wellness in hospitality…

    A few years back, gyms were a place where you trained, lost weight or gained muscle. Today, gyms are part of our lifestyles. And with that lifestyle comes community. Whether the gym has a nightclub style with beaming lights, or is an industrial shell, we all seek a gym with the lifestyle and community that speak to us.

    This lifestyle is getting us stronger, not just physically but also mentally – such an awakening calls for mind, body and soul.

    Within the luxury market, wellness is not an expectation; it’s a dominant consumer value that is essential to the future hotel experience. This demand has inspired the collaboration between ACCOR and Bergman Interiors, in order to design wellness for tomorrow’s consumers.

    Image credit: ACCOR

    How hotels are changing regarding fitness in general?

    Within the exercise world, fitness methods and training techniques have changed however these methods and concepts have been slow to be embraced within the hospitality industry.

    What was once seen as an amenity for guests is being recognised as a key facility within luxury hospitality. 66 per cent of Gen X’ers say they actively participate in self-care to improve their physical wellbeing. What’s more, 76 per cent of millennials exercise at least once per week – exercise has become a vital part of our hotel customers lifestyle and our concepts need to meet this heightened expectation.

    With this key demand in mind ACCOR has brought the fitness concept centre stage for the Pullman brand with our newly created Pullman Power Fit concept. Working with Bergman Interiors was a natural choice with their strong experience in creating innovative exercise and fitness concepts coupled with a depth of experience within luxury hospitality.

    Image credit: ACCOR

    Pullman Power Fitness replaces the stale one-size-fits-all hotel gym environment with a bold, artful, social approach to contemporary fitness. Pullman Power Fitness defines and explores our ambition to energise bodies and inspire minds. In-touch with today’s traveller and their fitness goals, we offer much more than a gym. We provide a community where guests can have fun while challenging themselves to take their performance to the next level within a stylised interior design, energetic branding and the latest on Video on Demand exercise technology.

    A collaborative partnership with Bergman, the Pullman brand, Wellbeing and ACCOR design departments the concept was developed over 12 months and the result is a vibrant fitness space that makes a statement, beckons interaction, and energises the body while inspiring our guests. Our spaces and programming tap into an exciting new era of training diversity, integrated technology, and embracing the spirit of friendly competition.

    Wellness mentally and physically?

    “When it comes to wellness consumer research confirms a fundamental societal shift underway, feeling healthier as a lifestyle goal has well and truly entered the mainstream,” Albin Berglund, co-founder and managing director of Bergman Interiors, told Hotel Designs. “Because the modern luxury travellers of now- and the future- is on a journey: to find purposeful new travel experiences that speak to their inner self and to personal fulfilment. And they’re willing to pay a premium for it.”

    Image credit: Engine Room

    Broadly, we have defined five areas – nutrition, holistic design, movement, spa, and mindfulness – that we view as essential to the overall wellness experience within hospitality. We then customise the delivery and tactics in these areas to suit each brand and its unique guest preferences, demographics, psychographics, brand positioning, culture and locations.

    Changes to wellness within the hotel industry after Covid-19

    It is important to separate the temporary impact such as heightened sanitation measures, social distancing and impact on travel versus the longer term impact on consumer attitudes and behaviour.

    Image credit: BXR

    These push factors are the relentless pressures on our health, such as less physically active work, the prevalence of processed food, air quality concerns, light and noise pollution – all of which create malaise, illness and stress. Covid-19 has been a “super-accelerator” to these “push factors” globally, with a cross generational embrace of the need to invest in ones well being and a clear reminder of the benefit of leading a “preventative” lifestyle.

    Then we have the pull factors. Wellness is a highly appealing touch point among consumers, a desirable draw that promises unique, enriching, relaxing experiences that help us define and express ourselves. Wellness helps us move away from the push factors and embrace the highly attractive lifestyle that is so integral to luxury hospitality and again this desire to combine wellness with travel will blossom.

    In conclusion, we are expected to see an increase in the demand for healthy food within our restaurants, for outdoor exercise and access to nature, exercise will move from inside the gym to outside or a greater demand for in room or video driven options.

    Main image credit: Bergman Interiors

    Hamish Kilburn / 10.09.2020

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