If you're part of the Peloton fitness craze, Hilton hotels may soon be at the top of your list for your next trip.
This week, Hilton and Peloton unveiled an industry-first partnership that will bring Peloton bikes to the chain's entire U.S. hotel portfolio of nearly 5,400 properties by the end of the year. Whether you are staying at a Hampton Inn & Suites, a top-tier Waldorf Astoria, or any property in between, Hilton has committed to having at least one Peloton bike in every fitness center. There's no word on whether Hilton will roll out Peloton bikes at properties outside the U.S.
But the tie-up between the hotel brand and fitness company goes outside the hotel walls. U.S.-based Hilton Honors members who are first-time Peloton users will also be able to sign up for a free, 90-day trial of the Peloton App through Jan. 1, 2023. The app offers thousands of live and on-demand classes and doesn't require any Peloton fitness equipment to use.
But if you've had your eye on a Peloton bike or treadmill, this new partnership could save you some money. Hilton has also said members will receive preferred pricing on select Peloton-connected fitness products, including $100 off a new bike or treadmill and $25 off the Peloton guide.
You can start your free trial or learn more about these exclusive discounts at Peloton's dedicated Hilton page.
“At Hilton, we understand the importance of a reliable and friendly stay that infuses wellness through all facets of the guest experience, including spa programs, hotel design, guest room amenities, and food and beverage,” Matt Schuyler, Hilton's chief brand officer, said in a statement. “This unique and exciting partnership with Peloton – a brand so many of our guests know and love – accelerates an important part of that equation, allowing us to enhance the stay with an innovative approach to fitness.”
Our Analysis
This is a creative new partnership that makes sense for both brands. In fact, we're surprised it took a hotel brand this long to pair up with Peloton.
But it will give Peloton a much-needed boost after a rocky few years. After emerging as a Wall Street darling as customer demand surged during the lockdowns of 2020, re-opening gyms have made Peloton and at-home fitness as a whole far less of a focus.
By committing to having Peloton bikes in all of their U.S. hotels, Hilton will create more brand loyalty to Peloton's most engaged customers. Meanwhile, Peloton gains access to a massive number of potential new customers by allowing them to use Peloton equipment during their stay.
“As the connected fitness category creator, we are constantly innovating on ways to meet our Members and prospective Members where they are, and that includes during busy travel seasons,” said Betsy Webb, Peloton Commercial's global vice president. “We recognize the importance for our Members to maintain their wellness routines while on the road, with data showing over 1.6 million Peloton rides completed globally on Peloton Bikes in hotels in the past year. So, we are thrilled to be working with Hilton, allowing us to meet the needs of our current Members, while also enabling potential new Members to experience Peloton for the first time.”
Peloton has seemingly been working towards a partnership like this for quite some time, as more and more Peloton bikes have been popping up in hotel fitness centers across the globe. In fact, Peloton even has an interactive hotel finder on its website that can help members find a hotel that has a Peloton bike available for use.
All that said, I hope Hilton and Peloton will have some sort of maintenance plan for the equipment Hilton puts in their U.S. hotels. In my past experience in hotels that have Peloton bikes onsite, many have been pretty beat up … to the point of almost being inoperable. It's one thing to have the bikes, but another to make sure they are working properly and available for use.
Bottom Line
Hilton and Peloton have announced a new partnership that will bring Peloton bikes to Hilton's entire U.S. hotel portfolio of nearly 5,400 hotels by the end of the year.
As a part of this new partnership, Hilton Honors members who are first-time Peloton users will also have access to a free 90-day trial subscription to the Peloton App through Jan. 1, 2023, and will receive preferred pricing on select Peloton-connected fitness products.
Lead photo courtesy of Hilton Hotels