As travellers increasingly crave immersive and unique experiences, major hotel chains are adapting to meet this demand by blending the great outdoors with luxurious comfort.
This growing trend sees traditional hotel brands partnering with upscale glamping sites to create a seamless fusion of nature and high-end hospitality, reflecting a broader shift towards experiential travel.
Hyatt Hotels has been at the forefront of this shift with its recent partnership with Under Canvas, a collection of 13 luxury outdoor resorts situated near US national parks. This alliance exemplifies a growing trend among major hospitality chains to incorporate nature-based travel experiences into their offerings. By extending their accommodation options into the realm of upscale glamping, Hyatt not only enhances its loyalty program but also appeals to travellers seeking both adventure and comfort.
Hyatt Hotels exemplifies this trend with its collaboration with Under Canvas, including the newly launched ULUM Moab. These luxury outdoor resorts offer World of Hyatt members exclusive access to upscale stays in some of the most coveted US destinations. With well-appointed tents featuring plush interiors and premium amenities, Hyatt’s venture into this space demonstrates its commitment to providing diverse and enriching travel experiences that align with modern travellers’ evolving preferences.
Similarly, Hilton has partnered with AutoCamp, a company renowned for its luxury Airstream trailers and glamping sites scattered across stunning natural locations like Joshua Tree, the Catskills, and Cape Cod. This collaboration reflects Hilton’s strategy to expand its reach beyond traditional hotel settings, providing its guests with the opportunity to enjoy boutique luxury experiences in picturesque outdoor settings. Hilton Honors members can now book AutoCamp properties directly through Hilton, earning and redeeming points in a way that enhances their loyalty rewards.
The trend towards integrating luxury outdoor resorts into major hotel chains’ portfolios is also evident in Ennismore’s recent acquisition of Our Habitas. This move adds a selection of luxury outdoor resorts and tented properties in remote locales to Ennismore’s diverse portfolio. Small Luxury Hotels of the World (SLH) has joined the trend as well, collaborating with Under Canvas to create a new category of outdoor luxury stays. SLH’s Senior Vice President Mark Wong noted that Under Canvas represents an “interesting space,” reflecting the growing consumer interest in alternative, tented accommodations.
The strategic partnerships between hotel giants and boutique glamping operators are a win-win scenario. Major chains benefit from offering a wider range of experiences to their loyalty program members, while boutique players gain exposure to a larger, more engaged audience. This symbiotic relationship not only diversifies the accommodation options available but also unlocks distinctive experiences for travellers and provides travel advisors with more commissionable booking opportunities.
In Australia, the trend towards off-grid luxury stays is also gaining momentum. Unyoked, a Sydney-based startup, has made waves with its eco-cabins spread across Australia, New Zealand, and the UK. With more than 100 pint-sized, off-grid eco-cabins, Unyoked recently raised $28 million to expand into Europe. The startup has attracted notable investors, including Luxury Escapes Co-Founder Adam Schwab and actor Matthew McConaughey, who co-designed a premium cabin in NSW’s Central Coast hinterland.
Similarly, Intrepid Travel’s investment in CABN, which provides immersive, off-grid eco-cabins in South Australia, reflects a growing interest in sustainable luxury. With a $7.85 million investment, Intrepid aims to expand CABN’s minimalist accommodations, which include the CABN X and CANVS by CABN pavilion tents. New sites, such as the upcoming Hahndorf location opening in August 2024, highlight the continued expansion of eco-friendly luxury stays.
South Australia’s commitment to sustainable luxury is further exemplified by Wander, an Australian-owned company that has established eco-pods on Kangaroo Island and in Queensland’s Scenic Rim. With nine WanderPods now available, the company’s successful crowdfunding campaign via Birchal underscores the strong demand for sustainable and immersive travel experiences.
The hospitality landscape is rapidly changing as major hotel chains forge alliances with luxury outdoor resorts and glamping sites. This approach is transforming the concept of luxury accommodation, merging the pristine beauty of natural settings with the sophistication of premium amenities. Such partnerships are redefining how guests experience luxury, offering unforgettable stays that connect them with the natural world while ensuring ultimate comfort and style.