Why Outdoor Hospitality is Having a Big Moment

Being outdoors is a top priority for many travelers, and more than ever, hotel brands are catching on – evolving the glamping trend with their own offerings to give guests a full outdoor hospitality experience. 

A slew of recent announcements has underscored this, from Marriott launching the Outdoor Collection, with its partnership with Trailborn and acquisition of Postcard Cabins, to WorldHotels debuting a new glamping brand, WorldHotels Backdrop. 

Then you have Hilton’s partnership with AutoCamp, a luxury camping provider, which recently became part of its Hilton Honors Adventures initiative – showing just how much hotel companies are involving themselves in the entire travel experience, and how much outdoor accommodations are a part of this. 

“As outdoor lodging continues to gain momentum, we’re seeing that travelers are increasingly drawn to immersive stays that offer a deeper connection to nature, and an escape from everyday routines,” Oral Muir, vice president of partnerships, experiences, and distribution at Hilton, told Travel Market Report, noting that Hilton’s 2026 Trends Report found 37% of global travelers cite time in nature as a top motivation for leisure travel. 

There are also smaller hotel brands and relative newcomers to the scene, such as Outbound Hotels. Founded in 2023, Outbound is innovating in this space, now with six properties across the United States, and offers a unique perspective into what guests are looking for in an outdoor stay. For many, it’s a balance of nature with comfort and seclusion with connection. 

“Around 2019, we began looking at how travel was shifting and saw a gap in the market for something that sat between traditional hotels and more outdoor-focused stays with a lifestyle approach,” Matthew Mering, president of Outbound Hotels, told TMR.  

“Demand is real and growing,” he added. “What used to feel more niche, like glamping or outdoor-focused stays, is becoming a much bigger part of the overall hospitality mix.”   

Ron Pohl, president of WorldHotels, echoed that WorldHotels Backdrop has launched at a time when “demand for outdoor, experience-driven travel is well established.” 

With this information, it makes sense that travel advisors should capitalize on this strong market. We got insights from several leaders in outdoor hospitality to learn what guests are looking for when staying at outdoor-focused properties. 

Nature with Comforts 

The glamping trend has been around for well over a decade now – where travelers can get all the vibes of camping without actually roughing it. Hotel companies are taking that to the next level by integrating their own amenities, loyalty rewards, and comforts to travelers who can feel their stay is supported by a trusted brand. 

Modern outdoor accommodations offer a seamless gateway to a region’s many excursions with concierge desks and accessible locations. Because it’s a full-service experience, with many activity options and the comforts of a hotel to return to, outdoor-focused properties can now cater to a wide range of guests. That includes couples, families, groups, and solo travelers. 

“People want to get outside, but they don’t necessarily want to give up comfort or good design to do it,” Mering said. “We’re focused on destinations that naturally offer that, where you can spend the day hiking, skiing, or biking, and then return to a place that still feels elevated and rooted in the destination.” 

Similarly, WorldHotels Backdrop “connects travelers with nature without sacrificing elevated hospitality,” Pohl said. 

Different Experiences 

The “escape from everyday routines” that Muir at Hilton mentioned plays a strong role in travelers’ decision to seek outdoor adventures.   

“There’s more of a focus on experiences and on being in places that feel different from everyday life,” Mering added.  

Having the accommodation immersed in that outdoor atmosphere pulls guests out of their daily lives and into a nature-filled world. Some hospitality concepts push the boundaries of a traditional hotel stay, such as cabins or safari camp-inspired tents. Others, like Outbound and Trailborn, are lifestyle hotels with designs that fully incorporate their natural surroundings. 

Diversity of accommodation types gives some outdoor hospitality brands an edge, such as WorldHotels’ riverside cabins in North Carolina, AutoCamp’s desert airstreams in Joshua Tree, or Postcard Cabins in wooded areas across the country. 

Activities on offer also make the difference; they’re the types of things guests can do that wouldn’t be possible back home. That means stargazing under clear skies, horseback riding among picturesque landscapes, bicycling or hiking scenic routes, going on wildlife tours, skiing, kayaking, and more, as hotels – especially in the outdoor hospitality sector – invest more in guests’ accessibility to these experiences. 

Community in Outdoors 

When a client says they want an outdoor getaway, they don’t necessarily want to be completely secluded in nature, either. For Outbound, that’s where the lifestyle component comes in. Their properties not only have a boutique feel but offer events like trivia, yoga, and even flash tattoos at Outbound Mammoth. 

“We like to say we are in the mix, not in the woods,” Mering said, “and that aspect is proving to be an important feature for our guests who consistently comment on the convenience of our locations with proximity to town and outdoor activities.” 

Mering added that Outbound’s growth can partially be attributed to working with reliable partners that guests and employees want to spend time with. In the hospitality world, it’s known that this builds community and repeat visitors who return to see familiar faces. 

“We focus on working with partners that share our vision and values; it’s very important that they’re people we genuinely enjoy being around,” Mering said. “It’s really hard to build a business if you don’t have that kind of alignment amongst all parties.” 

The Right Destinations 

Comfort, experiences, people – these all make a great outdoor adventure for guests. But the foundation of that is always the location. 

“We are curating a collection of properties located in scenic destinations around the world where the natural surroundings are central to the stay experience,” Pohl said. “The key criterion is that the landscape is not incidental, but integral to the guest experience, supported by strong hospitality standards, well-appointed amenities and consistent service.” 

Both WorldHotels Backdrop and Autocamp have properties near Zion National Park in Utah. WorldHotels’ Zion Wildflower Resort is just minutes away from the iconic park. Both companies have also set up camp in Asheville, North Carolina, along the French Broad River.  

Several California cities are popular for their outdoor properties. AutoCamp has planted roots in Yosemite, Joshua Tree, and Russian River, and Outbound has hotels in Yosemite and Mammoth Lakes. Trailborn also just debuted on the West Coast with a hotel in Northern California’s Mendocino. The brand’s largest property is in Jackson Hole, Wyoming, yet another trending outdoorsy destination. 

Meanwhile, Autocamp is also established in Cape Cod in Massachusetts, and the Catskills, New York. Outbound is in Stowe, Vermont, and Park City, Utah, and also recently opened Outbound Sedona in Arizona.  

In addition, WorldHotels Backdrop is planning to open a rainforest lodge in Honduras near Pico Bonito National Park. This location will allow prime access to jungle trails, waterfalls, and an abundance of wildlife and biodiversity. 

This is just a sampling of destinations that nature-loving travelers have come to love – they’re all over the country, increasingly abroad, and often leaders in delivering outdoor experiences for guests – so the partnerships are there to get them active and outdoors. 

“At the core of it all, we’re focused on making it easy for people to get outside,” Mering said, “while still feeling connected to the local culture and community around them.”