Muskoka: Why This Cool-Cation Destination Is So Hot Right Now

Muskoka is having a moment. From being called the “most beautiful place on Earth” by Jimmy Fallon, to The Wall Street Journal deeming it “TV’s favorite destination,” Ontario’s cottage country is getting unprecedented international attention. The region served as a filming location for the surprise hit TV series Heated Rivalry, and is where the series Sterling Point is set. For many around the globe, they’re just now learning about the 2,500-square-mile slice of heaven, tucked away amongst picturesque lakes, dramatic granite cliffs, and charming small towns.

In truth, Muskoka might be Ontario’s best-kept secret. Located just over two hours north of Toronto Pearson International Airport, the area is famous for its cottages, but there are plenty of vacation rentals, resorts, and hotels in the area that welcome international travelers. Hollywood has long had an affection for Muskoka: celebrities from Cindy Crawford to Steven Spielberg have been linked to properties in the area.

Muskoka refers to a municipality in central Ontario, which stretches from Georgian Bay — a large body of water attached to Lake Huron — to Algonquin Provincial Park. The area contains more than 1,500 lakes and an idyllic, forested landscape. Towns like Huntsville, Bracebridge, and Gravenhurst have been catering to tourism for decades, offering a variety of restaurant options, boutique shopping, and region-specific experiences like watersports, museums, and even North America’s oldest operating mail steamship, R.M.S. Segwun.

“Everyone just breathes easier in Muskoka,” Jenn Allen, president and editor of Food Drink Life, told Travel Market Report. “There’s nothing in the world like enjoying an early cup of coffee on the dock or deck, overlooking the lake while the steam rises from the water, with the sounds of distant loons calling to one another.”

For travel advisors, Muskoka presents a fantastic opportunity for clients looking for a relaxing summer getaway in a cooler (but not cold) environment. U.S. travelers benefit from short-haul flights, temperate weather, and natural beauty — not to mention a strong dollar. The value proposition is excellent.

Angela and Lee Alessi, owners of Heirloom Journeys, experienced the region on a FAM trip, and were surprised by how much the area has to offer for Americn travelers, stressing the cooler summer weather and natural beauty.

“It’s not well known here,” said Lee. “It’s just trying to get people to understand what it has to offer.”

Clients looking for a luxury experience have even more incentive to visit: thanks to Hollywood’s infatuation with the region, the infrastructure already exists for high-touch, 5-star service. Want to fly directly into the area on a private jet? There are two airports servicing the region. Want gourmet food prepared right in the cottage? Private chefs can be easily arranged. Water taxis, private drivers, and housekeeping services are all available to book for those with the budget.

TMR spoke to key suppliers in the area, as well as some travel advisors who have visited and/or booked Muskoka, to learn more about why this destination is in such high demand, and how best to position the experience to your clients.

Muskoka Properties: Not Your Grandfather’s Cottage

“Cottage country” is a bit of a misnomer. These cottages are not the cute little stone homes found in the English countryside, nor are they rustic cabins in the woods. Muskoka’s vacation properties are a mix of three-season (i.e. they aren’t winterized) and four-season homes, which range from cozy retreats to sprawling, lakefront villas.

For travel advisors, the best opportunities are booking Muskoka’s luxury offerings. Design-wise, these buildings often resemble a ski chalet, with spectacular floor-to-ceiling windows that let in natural light and overlook natural scenery. Inside, expect to find full kitchens, multiple bathrooms, and roomy living spaces. Outside, guests enjoy firepits, dock amenities, and of course, a few Muskoka chairs for lounging.

Jayne’s Luxury Rentals — now part of Nocturne Luxury Villas — specializes in this space. The company offers more than 300 luxury vacation rentals across Ontario, including over 200 within Muskoka, which have been enhanced to meet high-level service standards. This includes outfitting each with hotel-quality linens, towels, flowers, and gift baskets for guests. Given that the rentals’ prices start at approximately $10,000 a week for a three- or four-bedroom property, Jayne’s skews toward high-net-worth clients — and with that comes more high-touch service.

As part of that service, each booking includes a Cottage Manager, who functions similarly to a hotel concierge. The Cottage Managers are locals who meet the guests at arrival to introduce themselves and explain important information about the property. These people also serve as a point of contact for the guests and can arrange services and experiences.

“We do have very, very high-end properties where it is fully catered, to whatever extent the guest wants — from flying in privately to providing a car service and a water taxi and captain,” Jayne McCaw, founder of Jayne’s Luxury Rentals, told TMR. “And if the kids want a water trampoline or they want water bikes or whatever, basically we can do it all.”

McCaw said that the company was born out of her personal connection with cottage country.

“I started this business with just the idea of spending more time at my cottage,” explained McCaw. “My goal was to try to keep my staff as much as possible and help the area become more sustainable for employment. And now, to be able to do that, I’ve launched into B2B, and my goal became to make Muskoka one of the bucket-list places for luxury destinations.”

Currently, just over a third of McCaw’s bookings are for U.S. travelers, but she believes there is potential for that to grow, especially in the shoulder season. During the summer, there’s so much demand that cottages are often rented out for stays of two weeks or longer, but in the spring and fall, it’s easier to fit in requests for shorter stays. She can offer more commission to advisors outside of peak season as well.

In terms of advisor support, Jayne’s Luxury Rentals can work one-on-one with advisors, providing information on its properties and the Muskoka region, as well as giving presentations that clients can attend. The company also offers white labeling for advisors who want to promote the properties with their own branding. For those who want to experience the region firsthand, Jayne’s Luxury Rentals also hosts FAM trips.

Noting the popularity of recent series like Heated Rivalry and Sterling Point that showcase Muskoka’s beauty, McCaw told TMR the area is uniquely suited for luxury clients craving nature-based relaxation and adventure, away from the hustle and bustle of urban centers or tourist traps.

“We’re in this raw beauty that is so peaceful and so regenerative. And this is what we long for: the ability to just get away from things,” she said. “I know the appeal of this region, but it is something that seems like a really well-kept secret.”

Muskoka: Not Just a Summer Escape

Renting a cottage is just one way for travelers to enjoy Ontario’s cottage country. Located in the heart of the Muskoka Lakes region, JW Marriott The Rosseau Muskoka Resort & Spa sits on a 100-foot granite bluff overlooking Lake Rosseau. The breathtaking property features private beaches, lake access, and spa services, including an outdoor hot-and-cold water circuit with a therapeutic pool. There’s even a Crystal Head Vodka ice bar.

The 221-suite luxury resort was designed to evoke the spirit of the Muskokas. In addition to its comfortable rooms, outfitted with plenty of wood, stone, and natural materials, the property nods to the region with Muskoka-inspired details, such as hand-painted canoe paddles, birch-bark wallpaper, lake maps, and artwork by local artists. The lobby features a large Canadian white oak sculpture inspired by a canoe, as well as a large “beehive” light fixture.

“The JW brand is all about embracing your location. … They focus on bringing the outdoors in. And with us, it’s about Muskoka, it’s about woods, it’s about wildlife, it’s about the granite,” explained Mike Evans, vice president of sales and business development, Live Incorporated.

Evans told TMR that the resort aims to bring the Muskoka spirit of adventure to the guest experience without sacrificing service level or comfort. It’s a good compromise for travelers who want that cottage country experience — think watersports, nature hikes, and relaxing under the stars — but also want easy access to resort amenities, like award-winning gourmet dining and spa services. It’s also a more flexible option than cottages for booking shorter stays in the summer and accommodating shorter booking windows: Evans told TMR that even in peak season, the resort can typically fit guests in with at least 21 days’ notice.

Summer is the busiest season for JW Marriott The Rosseau Muskoka Resort & Spa, but the property does offer programming throughout the year. Evans explained that the resort’s enrichment team enhances the guest experience with seasonal programming, which could include guided nature tours, snowshoeing, cross-country skiing, or even maple syrup tours. The property has its own maple trees that are tapped.

Both Evans and McCaw suggested that the area is well-suited for a range of client demographics, budget permitting. The cottages are a great option for multi-generation groups and family travel, while the resort’s single-room options are a great fit for couples and solo travelers. The common denominator for ideal clients is valuing nature, wellness, and the great outdoors. People don’t travel to Muskoka just to swim and roast marshmallows — they come for the escape.

Evans said the real “luxury” is that feeling of getting away: “It’s only two hours from Toronto, and when you’re there, you feel like you’re a world away.”