Westin Hotels & Resorts Declares Sweat-Working the New Networking, Redefining the Traditional Happy Hour
Westin Hotels & Resorts, part of Starwood Hotels & Resorts, Inc. (NYSE:HOT), today declared the death of Happy Hour as it was once known. Today’s time-deprived travelers are combining business and fitness, in an effort to keep their well-being routine while on the road; and increasingly, they are choosing to catch-up with colleagues on running trails, rather than over cocktails. Kicking off on National Running Day, participating Westin hotels nationwide will host 5K runs during Happy Hour (4-7pm local time), bringing together guests, associates and local businesses to network while working out.
“We have definitely seen a shift in the way today’s travelers are incorporating well-being into their work and travel routines, so Westin is constantly evolving wellness offerings to help guests stay fit and connected on the road,” said Bob Jacobs, Vice President, Brand Management for Westin Hotels & Resorts. “This National Running Day, Happy Hour at Westin will be powered by endorphins and fueled by communities of co-workers net-working out.”
Three Mile Runs, the New Three Martini Lunch? Westin proves it.
Led by National RunWESTIN™ Concierge Chris Heuisler, Westin will kick off the program today with a combination of media moguls and industry influencers participating in a 5k run during Happy Hour at The Westin Times Square, which just completed a comprehensive renovation. Many Westin hotels throughout North America will join the celebration as well, enlisting guests, associates and interesting companies – ranging from fashion and fitness, to design and tech – to network-out over a local 5k run. Further showcasing the social trend of sweat-working, participating hotels will end each run with a complimentary cocktail as part of the brand’s new Crafted at Westin® program to celebrate a successful run.
The Westin Fort Lauderdale Beach Resort, which typically attracts nearly 60 participants in their weekly run, will host a similar Happy Hour run this evening. Home to “Silicon Beach,” The Westin LAX Airport will host tech titans for a post-work net-work out; The Westin Bellevue will host a run that is open to the public in partnership with New Balance; and a cluster of culinary creatives will run together from The Westin Denver Downtown. Later this week, globally-celebrated athletesMeb Keflezighi and John Nunn will lead a run and walk from The Westin San Diego Gaslamp, followed by a networking panel.
Additional Westin hotels will participate throughout North America, in markets including: Boston, Atlanta, Chicago, Dallas,Portland, Minneapolis, Phoenix, Cleveland, Washington D.C., Toronto, Montreal and Vancouver, among others.
“We have received a great response on this new view on Happy Hour from millennials, who view fitness activities to be more social than competitive, and business travelers, who are shifting their preference from country clubs to running clubs,” said Chris Heuisler, National RunWESTIN™ Concierge. “With such a strong commitment to the running community, Westin is delighted to shake it up on National Running Day and support an event that is quickly growing into a global celebration.”
Westin Sprints Forward, Keeping Travelers Fit on the Road
Building on last year’s campaign, which brought the signature runWESTIN™ running maps to life through Instagram-worthy photography taken along the routes, this year Westin offers a new point-of-view on Happy Hour and encourages all runners to post #RunWithaView from their sweat-working runs. This program builds on Westin’s global Well-Being Movement, an initiative dedicated to inspiring guests and associates to discover new approaches to wellness through innovative partnerships and programs across the brand’s six pillars of well-being, including Move Well.
Today the brand boasts nearly 200 Run Concierges globally, who host group runs for guests and encourage runners of all levels to grab a runWESTIN™ map with scenic routes through cities, along beachfronts and amid rural landscapes. For fitness traditionalists, WestinWORKOUT® fitness studios feature state-of-the-art exercise equipment from world-class brands in open, airy and well-designed spaces.
For five years, Westin’s Gear Lending program in partnership with New Balance® remains an industry game-changer, allowing guests to pack light and stay fit with New Balance shoes and clothing for guests to use during their stay. With the brand’s mission to be a partner in their guests’ well-being – before, during, and after their stay, Westin has most recently introduced a partnership with FitStar™ by Fitbit® allowing guests and associates to maintain their exercise routines when and where it works for them.