As summer travel patterns evolve, one constant remains: travelers seek personalized and immersive experiences that encourage repeat visits. In the current unpredictable market, guests tend to book later and prefer shorter stays, often from Thursday to Sunday instead of a full week. Faced with rising costs and global uncertainties, travelers increasingly opt for quick getaways packed with meaningful activities to maximize their time.
Despite the challenges, outdoor adventure continues to attract strong interest. The Outdoor Industry Association reports that the U.S. outdoor recreational economy is valued at $887 billion annually. Additionally, CRR Hospitality projects outdoor adventure tourism will grow by 15.3% each year through 2033. To remain competitive, hotels must move beyond traditional amenities. Travelers now desire authentic immersion in local culture and environments—experiences that cannot be replicated at home. This trend is evident at properties like Motto by Hilton Bentonville in Arkansas, where carefully curated, hyper-local activities significantly enhance guest satisfaction.
In today’s market, experiences have become the new amenity. While functional and efficient guest rooms are appreciated, visitors remember the unique adventures available beyond the hotel. Collaborations with local event organizers, tour operators, and artists help reveal the “hidden gems” that make a destination memorable. Hotel staff play a crucial role in this effort by sharing their personal knowledge of the best hiking trails, museum exhibits, bike routes, and lesser-known eateries—insights that guests might not find through a simple online search.
Personalization is key. Rather than offering generic suggestions, hotels are encouraged to understand each guest’s preferences. Tools such as QR codes linked to e-Concierge platforms can provide staff-curated, up-to-date recommendations, reflecting seasonal events and new local discoveries.
Partnerships also enhance customization. At Arkansas properties, collaborations with companies like 37 North Expeditions allow guests to access on-demand outdoor experiences such as e-bike rentals, kayaking tours, and corporate scavenger hunts. These partnerships are essential for delivering flexible, high-quality adventures that match guest demographics.
Eco-conscious travel is another growing priority. Guests increasingly seek sustainable, walkable destinations away from crowded tourist spots. Many are willing to pay more for accommodations that offer a stronger connection to the community and natural surroundings.
Successful outdoor experience strategies involve deep local engagement. Hotel teams can connect with their communities by promoting local parks, restaurants, and events through social media, and by supporting local organizations. Creating curated experiences that go beyond mere accommodation encourages guests to explore and appreciate the destination fully. Even properties outside traditional resort areas can enhance their offerings by collaborating with nearby businesses such as public art installations, farmers’ markets, or local coffee shops.
Starting with simple value-added amenities—like including hiking maps and locally made snacks in room packages—can enrich guest stays without relying solely on discounts. Flexibility is also vital, especially during large local events, which may require creative accommodations such as extended bike valet services or early check-in options. For example, Motto by Hilton has expanded its bike storage and service offerings to meet such needs.
Looking ahead, demand for hyper-local, eco-friendly travel experiences is expected to grow. Hotels that invest in sustainability measures—such as water refill stations and contributions to carbon offset programs—will be better positioned for the future. Embracing personalization, authenticity, and environmental responsibility is becoming the new standard in hospitality. Properties that align with these values are poised to lead the industry, while those that do not risk falling behind.
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