Thanks to their physical and mental health benefits, cold plunges are driving visitor experiences at hotels.
It seems everyone is getting on board with cold plunges. The wellness activity — which, you guessed it, involves dipping your body in frigid, often icy water — can be an at-home experience, whether it be in your own bathtub or a local lake (should you dare). But now, hotels are capitalizing on this long-standing trend as an amenity. And yes, it’s a big deal. (According to the Global Wellness Institute, wellness tourism is projected to cross the $1 trillion mark in 2024.)
“Cold plunges are becoming must-dos at properties and in destinations,” says Melissa Biggs Bradley, the founder of Indagare, an Equinox Circle partner and members-only, boutique travel-planning company. Whether they’re natural (read: supported by surrounding bodies of water) or man-made, guests are seeking out these experiences. “As more information about the medical benefits of cold plunges on inflammation and telomere repair has spread, people have become more interested in taking the plunge, so to speak,” she adds.
Reminder: Cold plunging is said to have numerous health benefits. It may help reduce inflammation and muscle soreness, temporarily increase metabolic rate, stimulate immune system function, and enhance dopamine release for a feel-good mental effect, says Mike Siemens, a certified exercise physiologist and the director of performance science at Canyon Ranch, a wellness resort in Tucson.
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The amenity isn’t totally new. Some U.S. hotels and resorts have had cold plunge therapies on the docket for quite some time; Canyon Ranch, for instance, has offered it since 1979. “This was initially offered because of evidence that cold water exposure had health and wellness benefits,” says Siemens. “European spas and Scandinavian cultures have been utilizing cold water exposure for long periods of time for health and wellness benefits.” These benefits were initially not “physiologically understood” — it was just known that people felt better. However, the science later caught up. “Canyon Ranch was ahead of this trend in the U.S.,” he adds.
Another U.S. resort ahead of its time? The Ritz-Carlton Dallas, Las Colinas, which was originally a Four Seasons that opened in the ‘80s and recently reopened under the Ritz-Carlton name. “The cold plunge opened in 1986 and has become increasingly popular as more people are becoming educated on the benefits of cold soaking,” says Haley Cooper-Winkle, the spa manager at the hotel.
In the last three to five years, Biggs Bradley noticed cold plunges becoming more and more popular in U.S. hotels. Now, this spa amenity is truly shining — and driving hotel bookings. “We’ve been seeing wellness trends focusing on longevity and how we can live the fullest, healthiest lives,” says Jennifer Lynn, the director of spa and wellness at the newly opened Fontainebleau Las Vegas. “Our offerings, including a cold plunge, will transport guests into a realm of tranquility and renewal.”
Lynn notes that guests have been interested in transformative travel experiences. The cold plunge (and other contrast therapies that move the body from heat to cold) is one way they’re engaging with the property and its cutting-edge 55,000-square-foot Lapis Spa, she says. “The positive stress of alternating exposure to varying temperatures is a great way to biohack the body for longevity,” she explains. “For example, one can start with our traditional Aufguss sauna for a 15-minute detoxifying experience and then go into the cold plunge, for anywhere from 30 seconds to three minutes, to take full advantage of the physical and mental rewards.” (That timing will depend on an individual’s goals and preference, she adds.)
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The Lodge at Blue Sky in Park City, Utah, just added a cold plunge experience at its Edge Spa in May 2023. “The introduction of cold therapy was a natural next step for us, particularly since we have some team members that are certified Wim Hof [Method] cold plunge specialists,” according to a company spokesperson. “We built a brand new cold plunge facility that sits alongside the tranquil banks of Alexander Creek, next to a fire-warmed tent and Scandinavian dry sauna where guests can warm up and recharge after their plunge.” The experience centers around custom, handmade tubs crafted from cedar, with spring water piped in from nearby Alexander Creek. Ice is added to achieve the correct freezing temperature.
American hotels are catching up to the trend of cold plunges, but so is North America as a whole — and it’s been a win for attracting guests at large. "In 2023, Clayoquot Wilderness Lodge [located on Vancouver Island] launched its glacial plunge signature experience, which has received an outstandingly positive response from guests around the world,” says Clayoquot's General Manager Sarah Cruse. “Taking the ‘glacial plunge’ includes embarking on a mindful journey to an alpine lake or to the shores of the Bedwell River, engaging in a series of guided meditations and breathing exercises, before plunging into our crystal clear, pure, and very cold waters. Our guests report the experience as transformational.”
Other hotels that have new cold plunge therapy experiences: The Proper Hotel in Santa Monica (which just added their cold plunge in January 2024), Desolation Hotel in Lake Tahoe, Aman New York, and of course, the Equinox Hotel New York.
The health aspect of these offerings is the backbone of the treatments, and as Biggs Bradley notes, “longevity and anti-aging” fuel these experiences. As more hotels revamp their spa and wellness offerings, expect to see more cold plunge therapies on the docket. So jump (or lower) yourself right in.
Through Equinox Circle, Equinox members have insider access to Indagare’s curated journeys, a 30-day complimentary trial of Self Planner membership, and $100 off annual subscription, plus access to VIP benefits including upgrades, complimentary breakfast, spa credit, and more.