FAR FROM TOWN , TRAVELERS ARE CHOOSING NATURE , NATURALLY .

By STEFANI C . O ’ CONNOR

or more than a decade , the embrace of the great outdoors as a strong , ROI-churning lodging environment has been the bailiwick predominantly of investors and entrepreneurs . This year saw a shift in that paradigm , with key hotel megachains deciding they wanted in .

In February , Hilton made a foray into what ’ s colloquially known as “ glamping ”— a mashup of glamour and camping — by partnering exclusively with Santa Barbara , Calif . -based AutoCamp , known for its use of classic Airstream travel trailers , whose rounded , polishedaluminum exteriors hark back to the 1930s .

Hyatt got in the game in July , partnering with Under Canvas , an upscale outdoor hospitality company whose majority owner is KSL Capital Partners , bringing 13 eclectic

destinations , including its new ULUM brand , into World of Hyatt via its Mr & Mrs Smith brand platform .

For both Hilton and Hyatt , the moves were a play outside traditional lodging and , of course , a huge boost to their loyalty programs , adding more optionality .

According to Oral Muir , Hilton ’ s VP of partnerships , experiences and distribution , the initiative was a collaborative one , with both companies looking to combine strengths and complementary experiences . “ Hilton ’ s desire to enrich the Hilton Honors program with more diverse and nature-focused experiences was pertinent , especially as we observed our members ’ growing interest in outdoor and eco-friendly travel ,” he said , noting the launch led right into the peak summer travel season .

Muir added that offering this lodging option is expected “ to generate additional revenue streams and engagement with our loyal Hilton Honors members seeking new ways to stay / earn and redeem their points .”

The partnership between the two companies did not come out of providence , AutoCamp CMO Bryan Terzi noted , but through the brokerage of real estate private equity firm Whitman Petersen , an ownership group and strategic partner , which helped to bring the two brands together . And the play is not only a customer-facing one : “ The partnership makes AutoCamp and the Hilton affiliation more attractive to potential developers ,” Terzi said .

There are currently six open AutoCamp locations : Cape Cod , Mass .; Catskills , N . Y .;

26 hotelsmag . com Oct / Nov 2024