The hospitality sector is undergoing a significant transformation, as major hotel chains pivot their business models to embrace the outdoor accommodations market. This shift indicates a growing consumer interest in nature-centered experiences and signifies an evolution in travel trends. As the industry adapts, we explore how this paradigm shift is influencing hospitality giants like Marriott International, Hyatt Hotels Corp, and Hilton, and how it reflects broader changes in traveler preferences.
Recently, Marriott International made headlines with its acquisition of Postcard Cabins, a prominent brand specializing in eco-friendly and compact cabin stays. Originally launched in 2015 as Getaway, Postcard Cabins boasts over 1,200 locations across the U.S., strategically located within a two-hour drive of major metropolitan areas. The cabins provide a unique accommodation option for urban dwellers seeking a quick escape into nature, aligning well with the rise of “glamping” or glamorous camping.
Alongside this acquisition, Marriott has partnered with Trailborn, a boutique hotel brand dedicated to outdoor experiences. Both initiatives are part of a broader strategy to introduce an outdoor-focused collection aimed at upscale and upper-upscale travelers. These ventures signify a not-so-subtle shift in Marriott’s approach, targeting those who crave immersive experiences in nature without sacrificing the comforts and luxuries associated with traditional hotel stays.
Marriott’s concerted push into outdoor hospitality is reflective of a larger trend pervasive throughout the industry. Competitors such as Hyatt and Hilton have also begun to capitalize on this surge in demand for nature-oriented accommodations. Last July, Hyatt entered a strategic partnership with Under Canvas, integrating its outdoor glamping sites into the Hyatt loyalty program, thus enhancing the allure of its offerings. In an analogous move, Hilton partnered with AutoCamp, facilitating bookings of luxury tents and Airstream suites through their platforms.
New entrants into the market—companies like Outbound Hotels, Loge Camps, and Field & Stream Lodge Co.—are carving out their niches by focusing on experiences that bridge the gap between budget accommodations and opulent lodges located near national parks. The growing interest in outdoor hospitality is so profound that experts, including Heather Dietrick, chief media officer for Outside Interactive, predict that more hotel brands will venture into this lucrative market and offer outdoor adventures for their guests.
The definition of outdoor adventure is evolving rapidly, as illustrated by insights from Shannon Stowell, CEO of the Adventure Travel Trade Association (ATTA). He describes Marriott’s acquisition as a “big move” that signifies a broader acceptance of varied adventure experiences. The most popular activities now encompass a diverse range of options, including culinary experiences, cultural activities, and “soft adventure” pursuits, which appeal to family travelers and older individuals seeking enjoyable yet accessible experiences in nature.
This demystification of adventure travel challenges previous notions that it must involve extreme sports or rugged conditions. Today’s adventures can be as nuanced as a wine tasting followed by a cozy cabin stay, illustrating how the spectrum of outdoor experiences is widening and becoming more inclusive. As Dietrick notes, these evolving offerings permit travelers to enjoy the beauty of nature while still benefiting from the comforts typically found in high-end accommodations.
The hospitality industry’s embrace of outdoor experiences is aligned with emerging traveler preferences. As detailed in Virtuoso’s 2024 Brand & Travel Tracker, 57% of travelers express a desire for immersive experiences in nature. Additionally, a significant portion emphasizes personal growth and rejuvenation through adventure travel, deviating from past trends that prioritized extreme challenges and “Instagrammable” feats.
As a testament to this shift, companies like Pelorus have diversified their adventure offerings to cater to family needs and multigenerational groups. With a 45% rise in family bookings and an 85% increase in multigenerational trips last year, Pelorus introduced the Pelorus Junior program, which curates parallel itineraries tailored for younger adventurers. These targeted experiences—ranging from treasure hunts to cooking lessons—exemplify how the industry’s approach is maturing to meet the nuanced demands of modern travelers.
The recent investments from giants like Marriott, Hyatt, and Hilton in outdoor hospitality reflect a transformative moment for the industry. By recognizing the growing consumer demand for nature-centric accommodations and experiences that balance adventure with comfort, these brands are successfully shifting their platforms to attract a wider range of travelers. As outdoor hospitality continues to evolve and mature, it remains to be seen how these trends will shape future travel patterns, yet one thing is certain: the great outdoors has never been more accessible or appealing.