Hotel monkeys - what are your thoughts on the new Equinox Hotel brand? First hotel is slated to open this summer in Hudson Yards. How do you think the brand will fare over the next few years which might be a difficult time in the market? To be clear, I am referring to the Equinox (gym) branded hotels, not the private hotel shop called Equinox Hotels.
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I am curious to see this myself. The brand is known for being premium already, but the premium boutique hotel space seems to be getting very crowded. The F&B operation for many of these luxury hotels accounts for a substantial amount of their income, it would be tough to pitch alcoholic drinks in a brand known for fitness. I can see food being overpriced trendy diet stuff.. but still.
They have a die-hard fan base and a brand recognition that most hotels would kill for. I could see them doing well because of the brand loyalty some people have toward them.
SPG/Hilton these guys are all fighting for marketshare and brand loyalty, equinox has some of this for free.
I think it'll crush. The only thing Equinox (gym) members in New York love more than working out is spending $200 per person at a bar that makes them feel exclusive.
From their website:
DECADENT. LOCAL. REAL. Expect a food & drink experience that excites, indulges and restores in equal measure, never restrictive, but always thoughtful. You’ll find exceptional seasonal ingredients and flavor in every brilliantly crafted dish and a beverage and cocktail program designed around health-building elixirs, while giving the classics their due. A customizable in-room RoomBar experience will transform the mini bar as we know it. All day, all night, all the right ingredients.
.....Sounds overpriced expensive
Honestly I'm bullish. Their target market is young wealthy professionals - and that sector is willing to pay out the wazoo for looking cool. Look at the patagonia/deal sled/hampton rental trends.
I've been to the larger Equinox in Irvine a few times. It's pretty cool. Way overpriced at $180mo. They definitely are in the hospitality business even at this gym. Smoothie bar, sandwich shop, Italian food, Sushi and yes, a full blown bar like a night club. Apparently they're building one at a very successful mall in UTC/La Jolla. This mall cranks big time. There is a 24hr fitness there that I go to a two days a week. At $40mo I don't think 24hr is worried too much. They have tons of students. Equinox is clearly going after the upper middle class white collar worker.
Yes, they have a brand for sure and I'm curious what their hotels will be like.
Equinox is cool, but I don't know how successful the hotel will be. Look up Even Hotels, it was a fitness focused brand started by IHG, which has huge global presence, yet it wasn't much of a success. I think the hotels may be okay in the sense, theyll have a couple here and there (NYC, SF, Miami), but dont expect them to really get much traction outside of that. They may be a great way of building a base of customers to their gyms though.
I agree - I think the chain will be limited to NYC/LA/Hong Kong/London/Paris type cities
Think about it... what do you want in a hotel? You want a comfortable bed, good wifi, solid desk, social area (rooftop / lobby bar) and a gym that rivals yours back home. Plus, I personally know guys who sign up for Equinox not for the facilities, but for the clientele. Equinox Hotel is going to attract wealthy and fit individuals for both leisure and business trips. I'm bullish.
I would imagine NYC, Boston, DC, Miami, Chicago, Dallas, San Francisco and Los Angeles, London and Toronto to all be logical locations. Definitely limited to Tier I cities, but then again isn't Equinox (gym) only limited to Tier I cities?
Yeah Equinox has got their lifestyle marketing stuff figured out.
I'm routinely disappointing at hotel gyms. I realize they have a lot of liability to worry about, but can a brotha get a squat rack?
I've asked my hotel friends the same thing. Sounds like there's a strong correlation with people who doing heavy lifting and DIYers who aren't open to higher margin sales opps like personal training, classes, etc.
100% this. It will be successful for this reason.
Would love a hotel with clean food + a decent gym. Surprisingly difficult to find. Nicer hotels will make you whatever you want yeah, but also charge you like $70 for a fucking hot dog.
You don't like to spend $70 on organic non-GMO grass-fed artisanal gluten free hot dogs created in a trade free environment?
You forgot locally sourced within 69.420 miles.
Isn't the brand name recognition/confusion a cause for concern? What about possible trademark issues?
It's the same company.
Am I going to be able to transfer AmEx points to an Equinox hotel? Because if not, there are tons of options under the Marriott/SPG brand...
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