Wellness in Hotels: Ignore This at Your Peril

Once an afterthought tucked away in the basement, hotel gyms are now front and centre of the guest experience. And wellness is no longer considered a niche, but is instead a multi-trillion-dollar global movement. And it’s not slowing down.

Images: Inner Studio

We can all agree that today’s traveller expects more than a treadmill and a water station. C'mon, you know the hotels we are talking about, right?! Instead, our guests are actively seeking out places that align with their lifestyle & values - where sleep, movement, mental clarity and nutrition are all taken seriously. Hotels that fail to evolve and match travellers on their personal wellness journey will simply be left behind!

In a recent poll we ran, 33% of respondents said the gym or wellness space was the first thing they’d “check out” after checking in. Not the bar. Not the restaurant. And we think that says a lot around where their priorities lie!

Further to that, wellness is fast becoming a key community engagement asset, just like bars and restaurants have been in lifestyle hotels. A well-executed wellness offering can draw locals in, build a brand following, and foster genuine connection between hotel and neighbourhood. Pair that with a strong F&B program, and you’ve got a serious revenue engine. Done right, this combo doesn’t just drive foot traffic, it creates a destination experience that justifies meaningful (and sustainable) rate premiums.

So what’s the brief for a modern hotel gym?

First up, let’s stop calling it a gym. Owners and operators need to reframe this space as a wellness hub, one that drives revenue, builds brand equity and genuinely sets your property apart. This isn’t about ticking a box with a few of the latest fitness machines and a mirror. It’s about creating a destination that guests will seek out, talk about and return for.

At its essence, we think it’s about:

Movement-first design. Think natural light, functional training zones, recovery tools, and group fitness that feels social and premium.
Beyond the gym. Wellness needs to bleed into every touchpoint, healthy mini-bar options, guided meditation on the in-room TV, plant-forward menus and partnerships with local fitness or wellness pros.
Tech-enabled, human-led. Guests want convenience (apps, trackers, bookings) but also personalisation: trainers, nutrition coaches, yoga instructors on request.
Social, not sterile. We’re seeing a shift from spa sanctuaries to activated wellness clubs, a place where people move, connect and even co-work.

Spa treatments and massages may still be part of the picture, but they aren’t the drivers. Profit and purpose can live in the same space, but only if you take wellness seriously.