Hotels have been upgrading their fitness facilities for a while now, in response to a demand from travelers who are increasingly looking for top-notch gyms on the road that can compete with the facilities they enjoy at home. Gyms are proving to be such an important amenity with guests that we are now seeing the launch of hotel brands that promote their excellent fitness facilities as their primary point of differentiation. Even Hotels, a brand built around fitness and wellness, is one such example. Now US-based Equinox fitness clubs is launching a hotel brand, built around full service, luxury gyms. Opening in New York City and Los Angeles, the hotels reflect strong demand in the health and wellness sector that is sure to get traveling fitness fanatics pumped up.