Dive Brief:
- Hyatt Hotels Corp. entered an exclusive partnership with upscale outdoor hospitality provider Under Canvas, the company announced Thursday.
- The partnership will give World of Hyatt loyalty program members access to experiences and stays at Under Canvas’ 13 outdoor resorts, located in such destinations as Montana’s Yellowstone National Park, Tennessee’s Great Smoky Mountains and Yosemite National Park in California.
- The Under Canvas partnership follows a similar one between Hitlon and “glamping” company AutoCamp as Hyatt expands its luxury offerings and caters to traveler interest in outdoor-centric accommodations.
Dive Insight:
Hyatt’s partnership with Under Canvas also extends to the travel provider’s new luxury outdoor resort brand, ULUM, which opened its first location in Moab, Utah, last April.
“Travelers are looking for new and unique experiences to reconnect with nature in off-the-beaten-path locations. By adding these luxury outdoor camps to World of Hyatt, we are bringing more memorable travel experiences for our guests and members,” said Hyatt Chief Commercial Officer Mark Vondrasek in a statement.
Vondrasek said the addition of Under Canvas will allow Hyatt to “double down” on growing its global luxury portfolio. As of September 2023, Hyatt’s luxury portfolio made up more than 40% of its total portfolio, according to a company release.
Under Canvas resorts are located by sought-after outdoor destinations across the U.S., including national parks, and feature “safari-inspired” tents and programming such as nightly s’mores, yoga and kid-friendly activities.
The partnership caters to travelers’ increased interest in outdoor stays, a trend that has grown in tandem with a desire for unique experiences, experts told Hotel Dive in March. Hilton’s partnership with “glamping” provider AutoCamp also aims to offer more outdoor experiences to its loyalty members.
In April, Under Canvas announced plans to open a location near Yosemite National Park in 2025.
World of Hyatt loyalty members can also book select Under Canvas camps as well as ULUM Moab via luxury hotel platform Mr & Mrs Smith, which Hyatt acquired in 2023.
