Loews Hotels rolls out Active Stays wellness program to all US properties
The programme, built with trainer Makena Rae, pairs in-room TV workouts with city-specific routes and recovery treatments at flagship properties.
Loews Hotels & Co has launched Active Stays by Loews Hotels, a wellness programme rolling out across every one of its US properties from 9 September. The initiative was developed with fitness trainer Makena Rae and lands in time for Self-Care Awareness Month, offering guests in-room workouts, destination-specific movement routes and recovery treatments at hotels from New York to Chicago.
The centrepiece is a new in-room fitness feature, a curated library of equipment-free workouts streamed through guest room televisions. The digital series, made with Makena Rae, includes short mobility exercises, bodyweight strength sessions and recovery routines built specifically for hotel rooms, aimed at guests who do not have time or inclination to visit a gym.
Kristie Goshow, Chief Commercial Officer of Loews Hotels & Co, framed the launch around flexibility rather than performance. "Active Stays by Loews Hotels was created around a simple idea: movement, play, and wellness help us become happier, healthier versions of ourselves," she said, adding that the programme is meant to feel achievable rather than prescriptive for every type of traveller.
What each property is offering
Loews Regency New York Hotel has built a Run. Rest. Regency Marathon Package around the programme, with a daily food and beverage credit of $50 per room, a curated Central Park running map, a themed amenity and late check-out. Guests can carbo-load at The Regency Bar & Grill and recover at nearby Ancient Aire Bath, and take home branded pickleball paddles and balls.
Loews Chicago Hotel has introduced a Route 66 walking and jogging map that starts at the hotel, heads to Navy Pier and the official starting point of Route 66, then continues past further Mother Road landmarks across the city.
Live! by Loews and Loews Arlington Hotel are meanwhile sponsoring the City of Arlington's Walktober initiative this October, offering curated maps around Mark Holtz Lake and local sports venues.
Loews Atlanta Hotel has built the most extensive on-site offering, expanding its exhale Atlanta spa through a new partnership with Salt Fitness. Guests can join a Modern Pilates by Salt reformer class, a Train by Salt strength and conditioning session, or unwind in the Recover by Salt studio, which offers contrast therapy, red light therapy and compression treatments.
The recovery and dining side of the programme
Active Stays extends beyond exercise into recovery, with Loews refreshing food and beverage offerings across the portfolio to emphasise hydration and protein-forward choices. Restaurants, lounges and in-room dining will offer grab-and-go snacks and seasonal menu items designed to support the movement side of the programme.
Loews is pointing to a March 2026 Peloton survey of more than 3,000 active travellers to justify the timing. The survey found 60% of travellers now value fitness amenities as much as, or more than, other hotel perks, and that guests increasingly expect hotels to support sleep quality and stress reduction alongside exercise, not just a treadmill in a basement gym.
That statistic is the awkward part for hotels that have treated wellness as a premium add-on. Loews frames Active Stays as evidence that fitness has become a baseline expectation rather than a differentiator, which raises the bar for what a hotel gym or spa now has to deliver just to meet demand, let alone stand out from a rival's offering.
Where Loews operates
Loews Hotels & Co is headquartered in New York City and owns or operates 24 hotels and resorts across the US and Canada, a mix of branded independent Loews properties and partner-brand hotels. Its portfolio includes Universal's Aventura Hotel, the sixth hotel it operates in partnership with Comcast NBC Universal, alongside city-centre and resort properties from coast to coast.
The company describes Active Stays as the next chapter in a broader commitment to guest wellbeing, building on earlier initiatives rather than introducing the concept from a standing start. Loews has not disclosed the cost of the rollout or how long the programme is expected to run, and the company frames it as an ongoing feature of its properties rather than a limited promotion.
Loews has not indicated whether the programme will extend to its Canadian properties or whether further city-specific packages will follow the New York, Chicago and Atlanta launches.
Sources
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Images: Loews Hotels
