The hotel set off a "fitness fever"
The "Fila House" jointly built with Hyatt is the first cross-border hotel in China, located in Anta Center, the global retail headquarters of Anta Group. As a hotel built by sports brand FILA, FILA HOUSE, inspired by sports, extends the brand's unique aesthetic elements and fashion imprint to the whole scene of life and leisure, and performs the brand concept of "live your elegance, and elegance is in your body and mind" together with Hyatt Brand.
The birth of this "sports hotel" is also of great significance to Hyatt Regency. He Guoxiang, President of Hyatt Regency Asia Pacific Development and Operation, also mentioned: "Hyatt Regency has always paid attention to the spirit and space experience of its guests. This cooperation with Fira Fira is a brand-new development and a brand-new track layout. Through this major cooperation, we can bring new life thinking and experience to more consumers. "
Phila China and Hyatt jointly established Phila House, which is just a microcosm of the current hotel "fitness fever". More and more hotel brands began to extend their tentacles to "sports".
Not long ago, 7 Days Hotel launched the indoor fitness FITUP2.0 version. The so-called FITUP is a plug-and-play fitness experience module independently innovated by Jinjiang Global Innovation Center (GIC) for more and more travelers who advocate the concept of healthy living, which can meet the needs of residents for fitness anytime and anywhere.
Yue Bin Hotel, also a subsidiary of Jinjiang Hotel (China District), was launched on 20021with the brand positioning of "360-degree healthy exercise and high-end lifestyle", focusing on "sports", "health" and "life", so that consumers who advocate healthy and active lifestyle can meet the needs of "accommodation-fitness-catering" in this space.
In addition, many high-star hotels have also tried "gymnasiums", such as Kempinski Hotel, Taihe, Fuzhou, and Olelai, Asia's leading overall fitness solution provider, * * * tailored the "Vigorous Energy Theme Room" for it.
The hotel's "fitness craze" is by no means limited to high-end, middle-end or economical, which is the general trend of the whole industry. How to chase it depends on your ability.
Sports department hotel, outside the gym
In recent years, the domestic fitness industry has undoubtedly ushered in a golden period of development. In the past few days, this sports technology company has been officially rushing to go public. In the past 202 1 year, hot money and eyes often focused on this. According to the data of "Big Sports Business Report", there were 20 financing incidents in the domestic fitness industry last year, including 4 new gyms, 4 smart gyms 10, and 6 light food meal replacement. Although the number is basically the same as that in 2020, there were 1 0 financing events that exceeded1100 million yuan last year, and the overall financing scale far exceeded the past.
The Global Fitness Trends in 2022 released by ACSM points out a conclusion: the fitness industry, including the China market, is being reshaped, and a more daily and fragmented fitness lifestyle has arrived.
In addition to more and more fitness users looking for the extension space of the gym, many industries that are committed to establishing relationships with lifestyles also have new opportunities. The same is true of hotels. "Sports Hotel" is a brand-new product endowed by the upsurge of the times.
In fact, hotels and sports and fitness are not "strangers". At the beginning, "fitness" was exclusive to high-end hotels. High-end hotels often have gyms, equipped with simple sports equipment such as treadmills and dumbbells to meet the health needs of business people. At this time, the sports and fitness industry is only the high-end package of the hotel, but the utilization rate is not high. According to a survey conducted by Cornell University Hotel Research Center, 46% of the guests plan to exercise during their stay in the hotel, but only 22% actually use the hotel fitness center.
Compared with gymnasiums supported by "sports", what we now call "sports hotels" are more about integrating sports into our daily lives and "going out" of city gymnasiums and hotel gymnasiums in the form of "lifestyle", cross-border hotels, cross-border themes and self-owned brands.
A number of sports theme hotels with advanced concepts took the lead in becoming "sports hotels". In those years when exercise and fitness had not become a trend, they tried to attract young customers with the help of exercise. A basketball-themed hotel with a cross-border cooperation between Atour and Tigers. The hotel lobby is a basketball court, and basketball elements can be seen everywhere in public spaces and guest rooms. The theme room is also equipped with a somatosensory game, with a variety of sports games built in.
There are also many hotels that directly take "sports and fitness" as the cultural basis to create brand-new hotel brands in order to occupy a place in the market segment as soon as possible.
In addition to the Yue Bin Hotel mentioned above, Yiheng Hotel, as a brand of intercontinental hotels, advocates a healthy lifestyle, and meets the needs of travelers for free exercise, comfortable sleep, healthy diet and efficient work through professional and modern sports facilities and a healthy concept of vitality balance.
The Westin, owned by Marriott, integrated sports and fitness into the brand concept earlier. As early as 2004, the Westin Hotel extrapolated the indoor fitness plan from the Westin fitness plan, adding fitness equipment to the room to meet more personalized fitness needs; In 2008, a healthy food menu was added to the breakfast menu, so that guests can embark on their journey in the best posture. During the decades of brand development, Westin's brand personality that emphasizes health and vitality has become increasingly obvious, and the ambition of "turning hotels into mobile playgrounds" has also been realized in constant attempts.
Like Philo House, it is also an option for sports brand cross-border hotels to cooperate with hotel groups. It is not uncommon for lifestyle brands to enter the hotel industry at present. The retailer Muji has opened two Muji hotels in Shenzhen and Beijing respectively, and a number of luxury goods such as Bulgari and Versace have also left the pace of industrial expansion in hotels. Feile House is undoubtedly the product of the cross-border trend of lifestyle.
In addition, 7 days, Chaoman, Kempinski and other hotels have launched sports-themed rooms. Although it can't be among the "sports hotels", it is also a response to the trend of sports and fitness. With the emergence of more and more "sports hotels", the "budding" joys and sorrows will also affect the development of this new hotel category.
Local sports is the "embryonic stage" of hotels.
"Sports Hotel" is a brand-new concept. If we want to make a start for it, we should keep up with the trend of sports and fitness. Compared with European and American countries, as early as 20 16, 85% American hotels have set up fitness facilities or rooms, and domestic sports hotels are undoubtedly in their infancy. In the embryonic stage, a series of present situations, although not absolutely good or bad, have the power to determine the future.
First, there are more and more types of hotels. Facing the new products of an era, there will inevitably be countless brands, looking for various entrances, and local sports hotels will also make various appearances.
For example, compared with making a hotel brand entirely by itself, Philae House chose to compromise and still chose Hyatt, the soft brand of Hyatt, which not only maintained the independence of the concept, but also made the road of hotel+sports smoother with the help of international brands.
Another example is Anli in Moganshan County, which is also a "sports hotel" in another case. Anli County has undoubtedly caught up with the local transformation tide of "B&B+Sports" and connected a series of international brands for sports exploration and education growth, such as Discovery Adventure Park, Land Rover Experience Center, Join-Cheer International Cycling Camp and Hurunshan Haohao Sports Base.
In addition, a series of sports hotels with specific themes have also been born, such as Tangshan Nanhu Football Theme Hotel built by Tangshan Cultural Tourism Investment Group Co., Ltd., hotels with ice hockey theme in Qiqihar City, Heilongjiang Province, and a number of ski theme hotels that have emerged to catch up with the snow and ice fever ... These hotels are all interpreting the "Sports Department" in their own way.
The second is the hotel category, which is unrestricted. Different from the past, only high-end hotels can have gyms. Thanks to the intelligent application of fitness equipment and courses, high-end hotels, mid-range hotels and even hotels can flexibly use sports elements in hotel space.
Even a 7-day hotel, as a budget hotel, can also apply a full set of professional indoor fitness courses in its rooms. In the future, it is not surprising that there will be an economical hotel with a "Sports Department".
The third is the hotel experience, which is slightly impetuous. It is worth noting that because there is almost no precedent to follow, many sports hotels are still rough and impetuous when building hotels featuring "sports experience". Only by adding sports elements to the space design, putting various fashionable fitness products in the guest room, and launching a cross-definition "healthy meal", which is mutually drained with the fitness app, is it more like a gym where you can stay, but it does not combine this "lifestyle" with real hotel life. At present, aiming at the subdivided track has already occupied resources early. In the long run, the number of tourists attracted may be limited, and it can only become a new place for fitness enthusiasts.
Fourth, hotel products have not been tested. As a new thing that has just appeared for a few years, it has not passed the test of time in product use and return on investment. A series of product problems are not exposed, which will make consumers and investors hesitate. For consumers, the question is, is the hotel specialized in making fitness products, and can it be done well? For investors, it is an open question whether there is enough data to support the so-called ping efficiency improvement and whether the market segment will reduce the customer base. All these problems need a "sports hotel" that can stand the test of time.
How far can the "Sports Hotel" go?
Every time something new appears, there will be questions-how long can it last? How far can you go? The development of foreign sports hotels has begun to take shape, but the future of local sports hotels remains to be explored. The question "How far can we go" may be answered from foreign cases.
0 1 Try to find yourself.
Hotel brands that initially tried to introduce sports as a way of life into the space field did not have absolute confidence, but found their own way in the process of constant addition and subtraction. The same is true of local sports hotels. Many times, it is not advisable to copy completely, but we can try our own way.
The Westin hotel brand, which was born as early as 1930, has brought many firsts to the industry, such as 24-hour room service and private voice mail service, and it is also leading the industry in combination with sports and fitness. From the indoor fitness plan in 2004 to the addition of healthy food menu to breakfast menu in 2008, and then to the cooperation with KEEP to open a special TV channel, each Westin hotel has a healthy running map with destination characteristics, which is led by Westin Running Concierge Department. Every attempt has received a positive response, which in turn drives the brand to try a deeper and multi-dimensional sports experience.
In the process of gradual exploration, Westin has gradually integrated the concept of exercise and fitness into the brand and the brand concept of "Let's rise brilliantly". Sport has undoubtedly become an important brand label, leading a series of brand promotion activities.
Experience the design of "accident"
Located in Bayreuth, Germany, the Sports Youth Hostel tries its best to interweave the internal and external space of the building with Y-shaped geometric plane shape, providing three perspectives, opening the windows to nature at the stadium, terrace and garden, and creating communication space at the center.
As hotel designers believe, young travelers in the 2 1 century prefer to stay in hotels with special significance and get a unique social experience, not just a bed and a bathroom.
This design allows horizontal or staggered visual streamline to guide guests to enjoy sports or socialize in different functional areas. Modern building materials and "flashy" interior decoration are powerful environments for active sports guests. The guest room design is more about the combination of outdoor and indoor activities, and the room becomes the audience platform of the sports ground. A series of ingenious ideas are enough to make this sports hotel full of "accidents".
Very professional.
Small-scale sports and fitness facilities are not conducive to the long-term development of sports hotels, but will lose a number of target customers because of "unprofessional".
Thanyapura Sports Hotel, located in the north of Phuket, is regarded as the first sports theme hotel in Asia. The specialty of this hotel is that all sports facilities, including football field, swimming pool, tennis court, rugby field, cross-country trail and a track and field track with 65,438+0,500 stands, meet the Olympic standards.
Therefore, this hotel has hosted athletes from national teams in Southeast Asia, Canada and China, and was designated as the first official training center in Southeast Asia by FINA.
But for most hotel chains, sports facilities that meet Olympic standards are obviously a bit excessive. Through the cross-border cooperation with some professional fitness program providers and fitness centers, the sports program specially designed for hotel customers may make the "sports" in the "sports hotel" more solid.
New Weekly pointed out in Fashion Outlook 2022 that it is becoming a new fashion to start travel by sports. It is very old-fashioned to send landscape photos and food in a circle of friends. Only sports-style selfies can catch people's eyes. As more and more "sports hotels" become an important part of the new fashion, the story of hotels and sports will become more and more exciting!