Hotel gyms have long been an afterthought: a couple of treadmills, a roll of towels and a hope for the best. Loews Hotels & Co is trying something different with Active Stays by Loews Hotels, a new wellness program built around the idea that movement on the road should adapt to the guest — not the other way around.
The program was developed with fitness trainer Makena Rae and is now live at every Loews property. Rather than pushing performance targets or bootcamp-style training, it splits into two pillars. The first is accessible movement: sessions and experiences designed so that anyone, whatever their fitness level, can take part. The second is recovery and restoration, encouraging guests to balance activity with genuine downtime during their stay.
The most practical piece for frequent travellers is the in-room option. Loews guest-room TVs now carry a curated set of equipment-free workouts designed by Rae, so you can roll out of bed, press play and get a session done without hunting for the gym or packing extra gear. It's a small touch, but it removes the usual excuses — jet lag, a packed schedule, an unfamiliar city at 6am.
Loews is positioning the program broadly. Business travellers can use it to shake off a long flight; families get a ready-made activity to do together; wellness-curious guests get a gentle entry point that doesn't require signing up for anything intimidating. Chief commercial officer Kristie Goshow framed it as making wellness feel achievable and personal, whether you're keeping an existing routine alive or just trying to feel a bit more human on day three of a trip.
Why does this matter if you're booking a hotel? Because wellness programming is becoming a real differentiator rather than a spa menu bolted onto the brochure. If you're choosing between comparable properties and you know you'll want to keep moving on the road — or you want a family-friendly way to burn off energy between sightseeing — a hotel that builds movement into the room itself is a genuine convenience. And since Active Stays is available across the whole Loews portfolio, you don't need to seek out a specific resort to use it.
The honest caveat: this is a programming upgrade, not a new category of hotel. There are no published prices attached to the on-property experiences, and the in-room workouts are the clearest, most consistent benefit across locations. If a full gym and classes are central to your trip, it's still worth confirming what your specific property offers when you book.
But for a certain kind of traveller — the one who packs trainers with good intentions and rarely uses them — a flexible, no-pressure option waiting on the TV might finally tip the scales. Story first reported by Global Traveler.
