Hilton Caters To Travelers’ Wellness Interests With Health & Fitness Offers
Young professionals love to travel for business but not at the cost of their health or convenience, so the hotel chain is optimizing its guests' access to and options for wellness and fitness-oriented offers, from in-room workout equipment delivery to a healthy delivery dining service
Business traveling is a highly-prioritized work benefit in the eyes of young professionals. Millennial workers believe that traveling for business enhances their work experience. However, it is clear that the logistics involved when traveling also have negative associations amongst consumers.
A research report finds that three common pain points of these clients are (1) they wish to but end up not working out during their business trips, (2) gain weight due to traveling for business, and (3) wish that they could extend their trips for leisure, but would feel guilty doing so.
As hotel clients, these consumers seem to most highly value convenience and wellness. To alleviate these consumer pain points, Hilton’s initiatives focus on creating wellness-oriented environments that allow for millennial professionals to easily access healthy food, workout equipment and invitations to wellness-oriented social gatherings. The research shows that 65% of participants admit that they regularly pack workout gear but never use it. Tangentially, 44% of participants claim that they gained weight due to their business travels, so providing travelers with on-site resources helps meet a consumer need.
Hilton launched Five Feet to Fitness, an in-room service that brings more than 11 different fitness equipment and accessory options to clients’ rooms. Now, customers easily can order this fitness room service and choose to work out whenever they find the time during their busy work days. In conjunction, Hilton created Herb N’ Kitchen, a healthy in-room and casual dining service that allows hotel guests to grab healthy food at their convenience. These two services enable young professional consumers to maintain good physical health while traveling, which likely will increase their professional performance.
In order to aid in their consumers’ socialization efforts, Hilton created Meet with Purpose, a set of social programs that invite young professionals to gatherings that focus on healthy eating and exercise classes such as “Yoga and Yogurt,” a yoga class that is followed by a gourmet yogurt bar. It is clear that the hospitality chain is enhancing its offer to customers by incorporating the seemingly evergreen health, wellness and fitness trends into its accommodations, catering directly to guests’ desire to travel well.