Much of this "Hotel Longevity" column is quite macro. Today, we go micro, focusing on a specific hotel that’s as the millennials would say crushing it when it comes to promoting the health and well-being of its guests, and realizing a superlative, above-market rate as a result.
First, some background is in order. Sleep is not only being recognized as critical for overall health, but now many longevity pundits are pointing to it as the very core foundation of wellness for which all other facets build upon — nutrition, exercise, mental health and so on. Travelers are likewise becoming increasingly aware of this. With the rise of sleep tourism, millions of people are starting to prioritize getting a solid seven hours rest when traveling; and hotels across the world are responding with upgraded sleep programs.
Perhaps no guest segmentation understands this better than the luxury guest, where price elasticity is less of a priority over preserving one’s bodily functionality and cognitive ability. On this note, one of the authors (Adam) had the opportunity to stay at the Equinox Hotel New York to see what makes an unparalleled luxury sleep program so special, as well as speak with Equinox CEO Chris Norton to better understand the target guest and the programming.
The Equinox Hotel New York opened in July 2019 with 212 rooms and suites as part of the multi-billion-dollar Hudson Yards real estate development, wending perfectly with the emergence of the luxury lifestyle hotel category with amenities including the Art + Science of Sleep program; an on-site fitness club in Equinox Hudson Yards; a selection of nutritious food options provided by the on-site restaurant Electric Lemon; and an on-site wellness center via The Spa by Equinox Hotels.
Many travelers are choosing hotel brands that let them maintain their healthy lifestyles while traveling, as codified by the phrase "high-performance living."
"Equinox Hotels redefines luxury hospitality for those who embrace high-performance living,” Norton said. “Our concept of luxury transcends the white glove grandeur of the past, focusing on meaningful details and a seamless guest experience. Rooted in the pillars of movement, nutrition, regeneration and community, our modern hospitality offering infuses every stay with purpose. As a luxury hotel, a place intended for rest and rejuvenation, we recognize the profound impact of travel on sleep, a fundamental element of well-being. Our guestrooms and sleep program have been developed alongside sleep scientists, offering a science-backed approach that optimizes rest so every guest can get their best night’s sleep.”
Onto the rooms product, which embodies the creative brief of "dark, quiet and cool," the Art + Science of Sleep program at the Equinox Hotel New York transforms each guestroom into a veritable sleep chamber by infusing all the latest sleep hygiene practices so that all guests are guaranteed a fantastic night’s rest.
Here are the nuances that make this happen:
- Light-absorbent and sound-dampening materials such as black marble, dark woods and stylish insulating wall panels.
- Special linens and bedding materials made from toxin-free materials and designed to dissipate bodily heat during sleep and reduce moisture residues.
- Best-in-class HVAC and synchronized smart thermostats to accurately modulate ambient temperature without any noise.
- Blackout curtains precisely measured to fit each window frame and block out all exterior light.
- Circadian-adjusted lighting such as the stylish amber-hued bedside lamp and ground-level strip lighting built into the bed frame with motion sensor activation.
- One-touch dimming and "lights-out" mode buttons adjoining the bed for intuitive room controls.
- A smart television with a simplified remote for easy access to the bespoke AM/PM Rituals, constituting time-adjusted, on-demand yoga instructions to reset the body in the morning then calm it back down in the evening.
- Custom bathroom amenities by Grown Alchemist, made with natural ingredients to help soothe the skin and relax the body.
- A full reimagination to the entire minibar and coffee service amenities dubbed the RoomBar.
- Turndown service that includes dark chocolate-covered tart cherries, one of the only fruits that naturally contains melatonin.
Here you have an eloquent merger of high-tech and bespoke furniture, fixtures and equipment to craft an experience that stands apart from so much competition within an already crowded market like NYC.
Overall, in speaking with Norton, he remarked that the Art + Science of sleep program helps to make the brand more inclusive beyond the fitness-primary mindset that helped bring Equinox Group to the world stage.
We know that sleep tourism is only bound to increase, with travelers more willing to pay a premium for amenities that help them embrace this ideal for high-performance living. The Equinox New York is a shining example of how to put this into action.
Adam and Larry Mogelonsky are partners of Hotel Mogel Consulting Ltd., a Toronto-based consulting practice. Larry focuses on asset management, sales and operations while Adam specializes in hotel technology and marketing.
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