Will luxury travelers pay extra to stay in a glamping-themed resort or a retro arcade-themed room?
Hoteliers are banking on it with new investments in accommodations based on experiential travel in an effort to attract niche segments of travelers.
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On Tuesday, Best Western Hotels & Resorts brand WorldHotels announced the launch of a collection of "outdoor-inspired accommodations" at destinations near mountains, coastlines and national parks. The concept is being marketed as similar to a glamping retreat or outdoor escape.
The Lodge at Pico Bonito in La Ceiba, Honduras, is set to join Zion Wildflower Resort in Virgin, Utah, and Asheville River Cabins in Arden, North Carolina.
The glamping market is expected to grow between 2026 and 2031 by 10% annually, from $4.2B to $7B, according to Mordor Intelligence.
Marriott also announced a new concept and partnership with wellness brand Lefay in March. Marriott's Lefay-branded properties, dedicated to luxury wellness, include two resorts in Lago di Garda and Dolomiti, Italy. The chain plans to bring more properties to other parts of Italy and the Swiss Alps.
It joins Marriott's Luxury Group portfolio, including the Ritz-Carlton and St. Regis brands.
The global wellness tourism industry is expected to be worth $1.35T in 2028, an increase of more than 100% since 2022, according to Forbes.
Other brands have focused on niche experiences as well.
Sports Illustrated Resorts this week announced plans to expand its brand with a new location near Louisiana State University in Baton Rouge.
The project is an expansion of the sports-themed experiential brand named after the storied magazine. It will convert an 11-story hotel into a luxury sports destination.
The resort company has announced other locations in Tuscaloosa, Alabama, Nashville and Chicago.
And a group of developers has teamed up with the retro gaming platform Atari for a planned $125M, 91-room hotel concept based on the Atari brand. It will feature a pixelated motif and suites designed after classic video games.
The developers, who have already delivered a Mario Kart-themed apartment complex in Phoenix, hope to break ground on the hotel sometime in 2026.
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