December 1st, 2022 | A Conversation with the CEO of Equinox Hotels, Christopher Norton
GRLA was thrilled to host Christopher Norton, Chief Executive Office of Equinox, in Georgetown University’s Lohrfink Auditorium on December 1st, 2022. Christopher Norton shared his valuable insight on the hospitality industry throughout his 30-year career in the industry as well as his keen sense of style, commitment to a healthy lifestyle and dedication surrounding the environment of Equinox. After 28 years at the Four Seasons Hotel and Resorts, where his most recent role was President and Chief Operating Operator, he is now responsible for overseeing all facets of Equinox Hotels and executing a future growth strategy.
Christopher discussed the future of luxury hospitality leaning towards a more sustainable market focused on the importance of wellness. Following this vision, Equinox Hotels embraces those values surrounding the brand’s gym-membership origins. He explained the concept of “gyms” as interactive retail. For instance, gyms represent the largest retail by square foot in Manhattan. With this in mind, Christopher defines Equinox Hotels as having become a lifestyle brand, where people find a sense of belonging to a community and a group of individuals invested in the athletic lifestyle and wellness.
After explaining the essence of Equinox Hotels, Christopher Norton explained the importance of the development of the brand in the market. In terms of marketing strategies, Equinox Hotels primarily focused on a strategic market rather than an opportunistic market. They first focused on cities such as Manhattan, Los Angeles and Miami. Then, they expanded to an opportunistic market settling into places such as resorts, Hawaii, and Mexico and the international market such as London and the Middle East.
Finally, Christopher talked about the position of Equinox on the market placing it in between two circles: the first being, typical luxury brands, such as the Mandarin or the Four Seasons, and the second circle: lifestyle hotels such as the Edition or the Standard, which attract younger customers. Equinox is the perfect intersection of these two circles: fostering luxury and prestige on one side and social change, sustainability, and athletic lifestyles on the other.
Christopher’s final advice for career development and future generations of students is to step out of one’s comfort zone and gauge one’s risk tolerance in order to determine a range of possibilities of careers.