Precor Gyms helping hotels and resorts to succeed

With quality fitness facilities seen as a way premium hotel brands can differentiate themselves from their competition, fitness equipment supplier Precor is experiencing marked success in equipping hotels around the world - with a global market share of 20% of the hotel market.

Identified as way for business executives to rejuvenate, a recent survey by global hotel brand Marriott shows that survey, more than 50% of business travelers pack their gym clothes to their business trip. In addition, a TripAdvisor survey revealed that more than half of all travellers exercise when travelling. 

Partly because of customer demand, partly because of competition, hotels have invested and keep investing in fitness centers. Today, more than 85% of hotels in North America have fitness amenities.

Growing and profitable market
Commenting on Precor’s success, Precor Global Hospitality Sales Manager David Diehl explains “we estimate that our hospitality market share is around 20%.”

Adding that the growth rate of hospitality fitness varies a lot from one region to another, Diehl adds “our growth is tied to new hotel development. 

“We see significant growth in hotel supply in Asia. 

“In China alone we anticipate a 35% increase in new hotel supply (while) in more mature markets, such as Europe and the US, we rely on resupply of existing properties, which occurs every five to seven years. 

“We have also gained a number of new hotel brand relationships.”

Precor fitness centers boost guest satisfaction
The first big brand Precor started to work with was Hilton in 2006.

Commenting on this relationship Diehl adds “the Fitness by Precor concept has been a huge success for Hilton and Precor. 

“At average Hilton hotels we have seen a 30% increase in guest satisfaction after they have installed their Precor fitness center. 

“Hilton guests have come to expect Precor as a part of their stay and it has provided valuable brand impressions that help drive some of our consumer sales.”

In addition to Hilton, Precor has started cooperation with other big hotel brands such as IHG, Carlson, Hyatt and Wyndham, which Diehl states “has allowed us to sell into more hotels and grow our business.”

Precor Marketing Manager Stephen Bruner emphasises that guests want the same branded, commercial quality equipment and experiences that they have at their own gyms.

Bruner states “there are many challenges when it comes to meeting those expectations, but space and staffing are the biggest. 

“We pay attention to general exercise trends and help guests understand how a hospitality gym can accommodate. 

“For example, we have created signage that helps exercisers perform popular high intensity interval training (HIIT) routines with a few Precor cardio and strength products.

“Cardio is always popular and our EFX is still the most widely recognised product in that industry. 

“Compact functional strength products are a great way for most hotels to add that category to their amenity.”

Reviews and ratings count
Today, many people choose their hotel after reading reviews from the social media.

Bruner explains “the interesting thing is that a hotel gym can influence non-exercisers as well. 

“If an exerciser has a sub-standard workout experience, he might give a bad hotel review which can deter others from staying there.”

The most powerful social media site for travelers is TripAdvisor: over 50% of travelers say they visit Trip Advisor before booking their hotel.

Bruner adds “we have an excellent relationship with Trip Advisor. 

“We are working with them on several content initiatives that include traveller research and content for our P80 touch screen console.”

“We recently launched a Trip Advisor branded campaign that encourages guests to post reviews and to mention their fitness experience. In fact, Precor is the only fitness supplier with a Trip Advisor relationship.”

The cooperation has proven to be worthwhile. Guests often mention Precor in their comments.

Diehl concludes “more guests have reported positive comments with Precor than any of our competitors. 

“There is a high correlation between Precor mentions and high guest ratings.”

One point in rating can mean a lot of money. According to Trip Advisor, a one-point swing in ratings equals an 11% increase in revenue per available room.

Click here to access Precor Australia's contact details in the Australasian Leisure Management Supplier Directory.

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