Overview
Athletic-Minded Traveler is one of the leading resources in fitness and wellness consulting for the travel industry. Our expertise is solicited and leveraged in a wide array of consulting projects to help hotel brands, large businesses and other organizations understand the changing wellness needs and desires of business and leisure travelers.
Our unique perspective is derived from working more than a decade in the healthy travel space researching thousands of global hotels and resorts, identifying legitimate travel trends (vs. fads), and maintaining an insightful rapport with the healthy travel consumer segment.
EVEN Hotels - Brand Design
EVEN Hotels approached Athletic-Minded Traveler in the very beginning stages of its new hotel brand design and development process and asked our staff to work hand-in-hand with their brand team on all areas related to fitness and wellness. Over three years and many trips to EVEN’s (IHG’s) headquarters in Atlanta, AMT played a significant role in many decisions that became trademark features of the brand. EVEN’s goal is to open 100 hotels during the next five years. AMT’s contributions included:
- Overall fitness/wellness strategy
- Gym design and architecture
- Fitness equipment choices (ratios, layouts, brands etc.)
- Guestroom fitness strategy (design, layout, equipment needs, etc.)
- Design and development of EVEN’s in-room, wall-mounted stationary trainer
- Grab N’ Go food choices
- Hotel staff training
- Fitness/wellness content, tone-of-voice, marketing
- General brand/identity recommendations
IHG Hotels - Brand Standards
Taking a more holistic approach to fitness and wellness, IHG hired Athletic-Minded Traveler to help formulate standards for implementation at all hotel brands—Intercontinental, Crowne Plaza, Hotel Indigo, EVEN Hotels, Holiday Inn, Holiday Inn Express, Staybridge Suites, and Candlewood Suites. 100+ brand standards were written, debated, and discussed to arrive at the final deliverable.
Crowne Plaza - Fitness Refresh
Embarking on a brand refresh and redesign, Crowne Plaza corporate hired Athletic-Minded Traveler to help guide the effort to overhaul its fitness offerings, including hotel gyms. AMT’s contributions included:
- Overall fitness/wellness strategy
- Gym design and architecture
- Fitness equipment choices (ratios, layouts, needs, etc.)
