Outdoor hospitality is experiencing a remarkable surge these days for a wide variety of reasons. Its popularity sits at the convergence of several market trends, including increased interest in nature-based escapes, a desire for immersive experiences, the maturation of the wellness travel sector and a growing preference for sustainable lodging options.
The outdoor hospitality space has long included options like camping and RV parks. But since the pandemic, the rise of upscale outdoorsy accommodations, aka glamping, that require a much smaller dose of “roughing it” has seen massive growth. As defined by the Oxford English Dictionary, glamping is “a form of camping that involves accommodation and facilities more luxurious than those associated with traditional camping.” These days, that can mean anything from luxury safari-style tents (with ensuite bathrooms) to yurts, tiny cabins, treehouses, Airstream trailers and renovated motels located near mountains, oceans, national parks or other natural scenic areas.
The global glamping market size was estimated at USD 3.45 billion in 2024, according to Grand View Research, and is expected to grow at a CAGR of 10.3 percent from 2025 to 2030. The report notes that “demand for glamping among (the) 33 to 50 age group is projected to grow at a CAGR of 11 percent from 2025 to 2030. This demographic, typically more financially stable and often traveling with family, is drawn to glamping for its comfort, privacy, and upscale amenities that traditional camping lacks.“
In the early days, the majority of outdoor hospitality sites were owned by mom-and-pop operators and worldwide, it is still largely fragmented. That said, as the demand for outdoor options skyrocketed during and after the pandemic, major hotel brands started taking note. That’s why, in the past year, several major hotel companies have decided to get outside through acquisitions or partnerships with glamping operators.
These deals allow the companies to provide alternative accommodations in nature-forward destinations, where consumers have shown growing interest in being immersed in nature without sacrificing comfort. At the same time, the hotel companies are providing travelers with more ways to earn and redeem guest loyalty reward points.
Howdy, Partner
Some of the inside-out collaborations are partnership deals with no equity involved. For example, Hilton’s deal with AutoCamp means guests can book stays directly through Hilton. Hilton Honors members can also earn and redeem points at AutoCamp properties. The “alliance” between Hyatt and Under Canvas is similar. Under Canvas camps and ULUM Moab Resort will be tucked under the Mr & Mrs Smith collection of global boutique and luxury hotels and guests will be given points if they are members of the World of Hyatt program.
BWH Hotels has a different strategy. The company is looking for properties to join its new WorldHotels Explorer Series, a soft brand collection focusing on glamping facilities in top wilderness areas, according to Brad LeBlanc, BWH Hotels chief development officer. The Zion Wildflower Resort in Utah became the first property in the collection when it reopened for the season in March. The five-year-old property features luxury bungalows, high-end tents with private bathrooms and decks, single-pull tents and covered wagons. LeBlanc said BWH is actively negotiating with sites in the United States, Canada, Central America and eastern Asia and the goal is to have at least a dozen properties in the collection by the end of the year.
At the moment, Marriott seems to be taking the most extensive leap into the great outdoors. During the past six months, the company has signed deals with two key players in the outdoor segment.
Late last year, Marriott acquired the Postcard Cabins brand. The current Postcard Cabins-owned portfolio, comprising 29 properties featuring tiny homes and cabins, will operate under a long-term agreement with Marriott. Postcard Cabins is working with Hotel Equities as a third-party operator. However, in the future, new owners of individual sites can be brought into the fold via franchise agreements, according to Tim Grisius, global mergers and acquisitions and real estate officer at Marriott International. Those property owners can choose to work with Hotel Equities or bring in another operating company.
The long-term agreement with Trailborn adds the company’s portfolio to Marriott's system. The Trailborn company will continue to own and operate the hotels and Marriott will integrate it into its booking platforms, while Marriott Bonvoy members will receive points for stays.
Both Postcard Cabins and Trailborn will become part of a new conversion-friendly collection focusing on upscale and upper upscale accommodations in nature-forward destinations. That collection will be launched later this year. Grisius said, “Partnering with existing brands allows Marriott to quickly grow into the space in the United States and then we can grow franchises domestically and internationally.”
The international market for glamping is significant. While the North American glamping market accounted for a share of more than 25 percent of the sector’s global market revenue in 2024, Europe accounted for 35 percent, according to Grand View Research. The company’s data also notes that the Asia Pacific glamping industry is expected to grow at a CAGR of 10.8 percent from 2025 to 2030.
What do all of these developments mean for the outdoor hospitality space? In many cases, they will provide new opportunities for franchisees, owners and developers looking to affiliate outdoor-focused properties with a larger label and a guest loyalty program. LeBlanc pointed out that the deals “bring small operators a larger footprint, along with IT expertise and more eyeballs.” It also allows hotel owners who are looking to expand their portfolios a less expensive way to enter the market. According to LeBlanc, the difference between the cost of a traditional guest room (about $200,000) and a domed tent ($15,000) greatly reduces barriers to entry.
Who’s Who in Upscale Outdoor Hospitality
AutoCamp
AutoCamp, founded in 2012, offers accommodations in modern Airstream suites and luxurious tents in nine locations across the United States. Sister brand Field Station, announced in 2023, renovates old lodges and motels in outdoor destinations to create basecamps for exploring nearby natural areas. Hotels are currently operating in Moab, Utah and Joshua Tree, California. A partnership with Hilton was announced in 2024.
Collective Retreats
Collective Retreats, which sports two locations in Colorado, one in New York (Governors Island) and one in Texas, was founded in 2015. All feature luxury tents outfitted with locally sourced décor. Locations also focus on upscale dining and experiences ranging from fly fishing to wine tasting. A Collective Retreats campus is scheduled to open in Saudi Arabia next year.
Field & Stream Lodge Co.
Field & Stream Lodge Co. is a partnership between Barry Sternlicht’s Starwood Capital and Adventurous Journeys (AJ) Capital Partners, the brains behind The Graduate Hotel brand. Announced in 2023, the first property in Bozeman, Montana opened in May 2025. The plan for the "modern and affordable lifestyle lodging" is, according to the brand announcement press release, to develop 20 to 25 hotels located within proximity to national parks, beaches and mountain towns. The hotels will combine the traditions of hunting and fishing lodges with décor and ephemera influenced by the Field & Stream brand, which dates from 1871.
LOGE Camps
LOGE Camps, founded in 2017, is known for its eco-friendly, community-oriented spaces. LOGE Camps, with 17 operating or soon-to-open properties, offer a variety of accommodations from cabins to campsites to hotel guestrooms. The rates for LOGE Camps vary by season, but are generally in the $150 to $200 a night range. LOGE Camps partnered with Schulte Hospitality Group in 2025. The latter company will provide management services for the brand.
Postcard Cabins (previously known as Getaway Outposts)
Founded in 2015, Postcard Cabins properties are located within two hours of major metropolitan areas. Each property consists of upscale tiny cabins, complete with private bathrooms, full kitchens and ample space. Starting this year, the portfolio is operating under a long-term agreement with Marriott.
Trailborn
Trailborn’s five boutique, design-forward hotels are located in outdoor destinations located near mountains, oceans or national parks. The brand, founded in 2023, is experience-driven, with on-site guides available to help guests chart their explorations.
Under Canvas
One of the first glamping brands, Under Canvas started in 2012. Its 13 sites include luxurious safari-inspired tents with ensuite bathrooms and king-size beds. The company recently added ULUM, a new luxury outdoor resort concept, to its portfolio. ULUM’s first location opened in Moab, Utah in 2023. In April of 2025, Under Canvas launched the Outdoor Collection by Under Canvas. The portfolio will consist of nature-based properties curated with place and purpose in mind. Accommodations may range from safari-style field tents to contemporary cottages, classic cabins and lodge rooms.
This article was originally published in the May edition of Hotel Management magazine. Subscribe here.