Humans have always chased the outdoors. Long before Instagram, we climbed hills to see the horizon, paddled rivers to feel alive, and slept under the stars to remind ourselves we were part of something bigger. The outdoors is elemental—it reconnects us to ourselves, slows time, and sharpens perception. In 2024, it also happens to be a $1.2 trillion industry in the U.S., supporting 5.6 million jobs and generating $73 billion in tax revenue. National Parks saw over 400 million visits last year, with the Great Smoky Mountains alone drawing 14 million travelers. Marriott’s research finds that 82 percent of Bonvoy members want trips with outdoor activities, while Virtuoso reports 57 percent of travelers are chasing awe and wonder in nature. Outdoor travel isn’t niche; it’s measurable, generational, and growing faster than broader travel—2.5 times faster globally.
Colorized vintage souvenir photo postcard published in 1940 depicting the popular tourist destination and natural wonders of Yellowstone National Park in Wyoming, here Colter Peak viewed from Yellowstone Lake (Photo by Nextrecord Archives / Getty Images).
Nextrecord Archives / Getty Images
Outdoor Travel Is Now More Fun Than Ever
Here’s the thing: I don’t particularly love sleeping on the ground. Give me a heated bath, a minibar, and decent Wi-Fi, and I’m happy. But outdoor hospitality isn’t asking me to forsake comfort—it’s giving me a reason to step outside, even in style. Families, multigenerational groups, and urban professionals are gravitating toward “soft adventure”—hikes, paddling trips, and guided trails paired with comfortable beds. Marriott’s Bonvoy Outdoors, Hilton’s integration of AutoCamp, Hyatt’s partnership with Under Canvas, and boutique operators like Our Habitas are all experimenting. They’re not trying to make you rough it—they’re saying, “Yes, you can have a shower and still feel alive.”
The growing appetite for curated outdoor experiences also explains the playful turn in marketing. Marriott teamed up with Dylan Efron for the Drop Pin Challenge, hiding ten million Bonvoy points across 20 North American locations. Think Pokémon Go for adults, with points redeemable for adventure, curated itineraries, or bragging rights. It’s clever, timely, and newsworthy—a reminder that outdoor hospitality can be both aspirational and fun.
Outdoor Hospitality Meets Adventure and Loyalty
Hotels are no longer just places to sleep—they’re platforms for engagement. Gamified programs like the Drop Pin Challenge reward exploration, while Hilton, Hyatt, and BWH experiment with similar integrations, linking points to activity. In a world where outdoor-focused travel grows faster than total travel, tying loyalty to movement and discovery isn’t just smart—it’s instinctual. Humans like rewards, and apparently hotel programs do too.
Heather Ripley, who leads Ripley PR in Tennessee and recently launched Adventure PR, notes that outdoor and adventure brands increasingly want clear, measurable ways to connect with travelers. She and her husband recently took a three-week cross-country RV trip. “These brands want to stand out and tell stories that travelers care about,” she says.
Gamification is only part of the picture. Outdoor hospitality thrives because it solves a problem: it gives travelers an excuse to leave the city without forcing them to give up creature comforts. Snow Peak’s glamping camp in Washington, Outbound Hotels, Loge Camps, and Field & Stream Lodge Co. all show that you can have adventure without living like a feral raccoon. Even Small Luxury Hotels of the World is partnering with outdoor operators to expand access to off-grid stays.
Postcard Cabins Machimoodus offers a fresh way to experience the great outdoors. Set across 80 lush acres in the Connecticut River Valley, this picturesque destination features 45 upscale tiny cabins—each thoughtfully designed with forest views, a private fire pit, en-suite bathroom, queen bed or queen bunks, kitchenette, fresh linens and cookware, plus year-round climate control.
Marriott
Outdoor Comfort Without Compromise
The brilliance of this era is that it accommodates everyone. Want to hike, kayak, or stargaze? You can. Prefer your adventure paired with a soft bed, a hot shower, curated trails, and maybe a gourmet dinner? You can do that too. Comfort doesn’t dilute the experience; it amplifies it.
Ultra-luxury operators show what the outdoors can be when comfort is not compromised. Singita Explore offers mobile tented safaris in Tanzania, putting guests in the heart of the Serengeti while sleeping in plush luxury. Black Tomato designs bespoke adventures that let travelers “get lost” in remote wilderness, blending immersive exploration with carefully curated comfort. These aren’t just vacations—they’re orchestrated experiences that make stepping outside feel both thrilling and civilized.
Created by Boyd Ferguson, principal at design firm Cecile & Boyd’s in South Africa, the mobile camp Singita Explore moves around Tanzania’s Singita Grumeti.
Singita
Outdoor Hospitality Is Becoming Mainstream
Numbers aside, the real story is human. Travelers are seeking something that hotels can deliver at scale: experiences that feel alive. Hikes, paddles, ski slopes, and campfires provide presence and reflection that city hotels rarely offer. The industry has noticed. Even big chains are dipping toes into adventure without forcing guests to rough it.
“With so many new players entering this space, the challenge becomes telling your story through earned media in a way that cuts through all the noise,” Ripley says. “Travelers are hungry to learn about experiences that create meaning and connection to nature.” And it isn’t just about the thrill. The concept of “soft adventure” now includes culinary experiences, cultural immersion, and wellness activities. Multigenerational travel is growing fast, with families seeking trips that balance excitement for kids with relaxation for adults. Adventure doesn’t have to be extreme—it has to feel meaningful.
Outdoor Hospitality Goes Global
The trend isn’t just American. The Global Outdoor Destinations Index ranks 183 countries across adventure opportunity, landscape richness, nature preservation, and comfort/peace. Australia tops the chart with 12 UNESCO Natural World Heritage Sites, 22 percent land protection, and nearly half of its marine areas safeguarded. The U.S. comes second for landscape diversity and accessible adventure, followed by New Zealand, Canada, and France.
Smaller countries punch above their weight: Malta leads in activity density, Luxembourg excels in safety and comfort, and Mexico offers 11 distinct ecosystems for hikers, divers, and surfers alike. Luxury and experiential operators (check Virtuoso itineraries) are capitalizing on these destinations, like curated Pacific Northwest or Patagonia trips that let travelers engage with the outdoors without compromise.
EL CALAFATE, ARGENTINA – DECEMBER 16: General view of Perito Moreno Glacier at Parque Nacional Los Glaciares on December 16, 2023 near El Calafate, Argentina. Seventeen scientists from Conicet and Cuyo University demand deputies to vote against the reform of Glaciares Law which was sent to Congress by President Milei’s government. They warn that “the new project’s modifications go against the protection of strategic solid water reserves in Argentina.” The glaciers of Los Glaciares National Park are part of the Patagonian Ice Field which covers approximately 8000 square miles located at the border between Chile and Argentina in the Patagonian Andes. This Ice Field is one of the most important drinking water reserves in the world. (Photo by Rodrigo Valle/Getty Images)
Getty Images
Outdoor Formats Are Expanding
The types of outdoor lodging are multiplying. Glamping, boutique domes, yurts, and ecolodges are no longer fringe options—they’re being integrated into mainstream hospitality. As mentioned, Outbound Hotels, Loge Camps, and Field & Stream Lodge Co. are building on this momentum, while traditional hotel chains adapt with modular tents, cabins, and experience-driven packages. Wellness, curated experiences, and multigenerational offerings are increasingly baked in: sunrise yoga on cliffs, guided hikes, and cultural immersion now coexist with a gourmet dinner and a hot shower.
Just a few miles from town and a short ride to Mt. Mansfield, at their Stowe, Vermont, hotel you can enjoy an expansive property with a mix of cozy rooms, lofts, and cabins with modern amenities; the region’s largest outdoor pool; nestled alongside the tranquil West Branch Little River; and direct access to Stowe’s Recreation Path.
Outbound Stowe
Outdoor Opportunities Ahead
Even with its recent boom, the outdoor era is only just beginning. Expect expansion into forests, mountains, and lakes in Europe, Asia, and Latin America. Lodging will continue evolving, from boutique domes to glamping villages to ultra-luxury safari camps. Loyalty programs will reward action, not just bookings: points for hiking, paddling, exploring, and interactive trail map engagement will become standard.
“The winners will be brands that create messaging that aligns with that need for purpose and connection,” Ripley says. The growth of competitors means storytelling, credibility, and authentic engagement are more important than ever. Gamification, personalization, and social sharing will become integral. The market will cater both to adventurers who want to get their hands dirty and those who prefer curated, creature-comfort-friendly experiences. For those of us who like a soft bed and hot shower, this trend is a win. Outdoor hospitality is giving us reasons to step outside, without asking us to rough it, and even lets us collect points along the way.
Outdoor Hospitality Hits Its Stride
Outdoor travel isn’t fringe. It’s measurable, profitable, and appealing across generations. It allows for solo immersion in nature or curated, comfortable adventure with points, gamification, and even celebrity-led scavenger hunts. The outdoors has never been more accessible, playful, or civilized. Whether you’re a true nature devotee or someone who just wants a reason to step outside for a few hours, the outdoor era in hospitality is here—and it’s showing no signs of slowing down.
