Before every trip I tell myself that in between sightseeing, wine tasting, and multi-course gastronomic feasts, I’m going to get in some physical activity. Then I start packing my carry-on and, when things get tight, the workout clothes and running shoes are the first things to get cut.
Despite my good intentions, I’d rather pack an extra pair of heels or save room for some souvenirs than squeeze my bulky running shoes into my bag. And I’m sure I’m not alone. To make it easier on people like me, Fairmont’s “Fairmont Fit” program provides guests with a gently used pair of running shoes in their size to use for the duration of their stay.
Guests must be members of the Fairmont President’s Club loyalty program and pay $10 per stay for the Fairmont Fit program. The shoes need to be requested in advance; they are cleaned after every use and replaced each season. In addition to use of the use of the shoes (available at 56 Fairmont hotels), guests can also use Adidas workout shirts and shorts or capris, yoga mat and stretch band, and an MP3 player loaded with 1,000 songs.
Who am I kidding? I’m not going to go for a run even if the hotel does lend me some kicks. But for the more dedicated, it’s a great way to pack light and still be able to maintain your workout routine on a trip.
It’s not just the travel companies’ bank accounts getting hit in this market – loyalty programs are getting spanked, too. The management consultants, investment bankers and attorneys – now fewer in number than a year ago – who accumulate elite status quickly aren’t spending as much time on the road. With considerably less travel time being logged, the folks who used to have platinum status on multiple airlines and in multiple hotels aren’t hitting the same levels they have for the past several years.
A study by Colloquy, which conducts marketing research for loyalty programs, showed that loyalty program membership dropped 28 percent in the travel industry. In 2007, the average traveler belonged to 2.8 of these programs. Now, it’s down to merely two. Lower- and middle-income men are being cited as the source of the decline, as they’ve been hit harder by layoffs.
Additionally, active participation in loyalty programs is down almost a third. This year, the average traveler is participating actively in 1.5 programs – a year ago, it was 2.2. Among the wealthy, this type of engagement fell 13 percent – from 2.3 programs down to two.
According to Colloquy, travelers are focusing on fewer programs and looking to get as much as they can out of them, rather than spread around their travel with the knowledge that they’ll have enough to reach and maintain high statuses with several travel companies.