“Embracing Nature: How Major Hotel Brands are Transforming Outdoor Escapes”

The largest entities in the hospitality sector are venturing into nature, with Marriott International emerging as the newest hotel titan to assert its presence in the flourishing outdoor lodging market.

Last month, Marriott purchased the nature-centered Postcard Cabins while simultaneously establishing a long-term partnership with Trailborn, a boutique hotel brand with an outdoor focus.

These actions are part of Marriott’s strategy to introduce an outdoor-centric collection later this year, emphasizing high-end and upper high-end accommodations tailored to travelers seeking immersive experiences in nature.

Postcard Cabins, which was established in 2015 and previously operated under the name Getaway, specializes in “tiny cabin” lodgings situated within a two-hour drive of major metropolitan areas in the U.S. It boasts over 1,200 cabins spread across 29 locations, including the Catskills in New York, Shenandoah in Virginia, and Running Springs in California.

Trailborn launched in late 2023 with the aim of catering to guests in quest of adventure, with properties located near popular nature-centric destinations such as Rocky Mountain National Park and the Grand Canyon.

Marriott is not the only one wagering significantly on outdoor hospitality. Throughout the past year, other major companies have hurried to seize a part of the expanding sector.

In July of last year, Hyatt Hotels Corp. collaborated with Under Canvas, incorporating the glamping brand’s 13 outdoor resorts into its rewards program.

Similarly, in the early months of 2024, Hilton partnered with the outdoor hospitality brand AutoCamp, allowing AutoCamp’s specially designed Airstream suites, luxury tents, and other lodgings to be booked via Hilton’s direct platforms.

Many others have also entered the market in recent years, including newcomers like Outbound Hotels, Loge Camps, and Field & Stream Lodge Co., striving to cater to the gap between basic accommodations and luxury lodges located near national parks and other outdoor recreational areas.

This is a trend that Heather Dietrick, chief media officer for Outside Interactive, the parent company of Outside magazine, indicated is likely to speed up.

“We will observe more hotel brands entering this arena,” she stated. “And I believe we will see the large hotel chains [continuing to] explore this area and enable more outdoor adventures for their patrons.”

Understanding ‘outdoor adventure’

This swift investment in the outdoor hospitality realm indicates a broader transformation in how modern travelers perceive nature and adventure activities.

Shannon Stowell

Shannon Stowell, CEO of the Adventure Travel Trade Association (ATTA), labeled Marriott’s acquisition of Postcard Cabins as “a significant move” that mirrors the broadened definition of outdoor adventure travel.

Statistics from the ATTA’s 2024 Adventure Travel Industry Snapshot reveal that hiking/trekking/walking, culinary experiences, and cultural activities now top the list of the most favored adventure pursuits, with “soft adventure” ranking among the sector’s most popular trending travel types.

Although the notion of “soft adventure” has existed for some time, Stowell remarked that its appeal has greatly expanded in recent years, influenced by older outdoor enthusiasts seeking more accessible options and multigenerational families wishing to experience adventures together at various comfort levels.

“Now, a journey that includes a hike followed by a wine tasting and then a stay at a luxury hotel — is that adventure? For many, it is,” Stowell articulated.

Dietrick noted that accommodations have recognized this trend, and that Marriott’s actions align with a shift towards more refined lodging options surrounding national parks.

“They’re enabling individuals to savor nature, but in a more hassle-free manner,” she explained. “They don’t need to purchase a plethora of gear. They can enjoy a comfortable bed, a hot shower, exquisite cuisine, and beautiful lodgings, while also engaging with all that our national parks provide.”

A family enjoys some stargazing as part of a family-oriented Pelorus adventure itinerary. Photo Credit: Pelorus

The luxury adventure travel company Pelorus has likewise noted this transition. While the company continues to provide more “extreme” escapades, such as a jungle expedition in Papua New Guinea, it has broadened its offerings in recent years to attract a wider clientele.

Geordie Mackay Lewis

“We discovered that our interpretation of adventure does not align with most people’s understanding,” said Geordie Mackay-Lewis, Pelorus co-founder and CEO. “We were excluding families and other vital groups, so we’ve begun to develop more ‘soft adventures.’

Pelorus currently provides a variety of family-centric experiences, such as a Family Winter Adventure in Sweden and Finland that melds luxury accommodations with activities like dogsledding, snowmobiling, and reindeer sleigh rides, as well as food-focused experiences like an itinerary in Japan encompassing a private cooking class, sake tasting, and knife-making session, among numerous highlights.

The company has observed significant growth concerning family involvement, with Pelorus reporting a 45% rise in family bookings and an 85% increase in multigenerational journeys last year. In response, the company launched its Pelorus Junior program last November, featuring dedicated adventure hosts and “shadow itineraries” that include parallel travel plans tailored for younger explorers. For families embarking on a Scottish adventure, for instance, parents can relish a private whisky tasting while their children engage in a treasure hunt with a Pelorus Junior host.

These tendencies are consistent with wider changes in traveler inclinations. According to David Kolner, executive vice president for Virtuoso, many prioritize outdoor travel experiences, with data from the 2024 Virtuoso Brand & Travel Tracker showing that 57% of travelers claim they’re “seeking awe and wonder in nature.”

Simultaneously, a 2024 survey of adventure-oriented Virtuoso advisors indicated that 28% of their adventure travel clients value personal growth, while 22% wish to feel rejuvenated through adventure travel.

“Before the pandemic, it was all about surpassing others in adventure travel,” Kolner noted. “It was about embarking on the most Instagram-worthy, terrifying challenge possible. Post-pandemic, the focus has shifted to reconnecting with nature, taking the time to enjoy life, and embracing a gentler approach.”