Dive Brief:
- The Blockade Runner Beach Resort in Wrightsville Beach, North Carolina, will undergo a renovation and rebranding to Trailborn Surf & Sound, outdoor-centric hotel brand Trailborn announced this week in a release obtained by Hotel Dive.
- The hotel will see comprehensive upgrades to the lobby and common areas, guest rooms and bathrooms, indoor and outdoor dining areas and meetings and events spaces, all designed to offer a better guest experience, according to Trailborn. The hotel will remain open throughout the transition, becoming a Trailborn boutique hotel in 2025 following the project’s completion.
- With the hotel, Trailborn expands its nationwide portfolio, which includes another North Carolina hotel that opened last month. The brand is among other hotel players focusing on outdoor and experience-based accommodations sought after by travelers.
Dive Insight:
The 151-key Trailborn Surf & Sound will feature guest rooms with water views and new furniture and finishes, such as the brand’s signature Trailborn mattress, smart TVs and walk-in showers.
The oceanside property will offer a retail market and new dining options, including a lobby restaurant with a bar and an updated pool bar. The hotel's 2,800-square-foot ballroom will also be renovated.
The upgrades — expected to “enhance every aspect of the guest experience,” according to property General Manager Nicolas Montoya — are intended to deliver “design-forward accommodations, experience-driven programming, thoughtful food and beverage offerings and an insightful onsite team,” according to the brand.
Trailborn hotels are located near national parks and other top outdoor destinations. The Wrightsville Beach property marks the brand’s third open hotel, with others in Estes Park, Colorado, and Highlands, North Carolina. The other North Carolina property, located across the state in the Blue Ridge Mountains, debuted last month.
Trailborn plans to open additional properties near Grand Canyon National Park and in Mendocino, California, according to its website.
The brand expansion comes at a time when travelers are seeking more design-focused and experiential accommodations, particularly in destinations where they can connect with nature.
Outdoor-centric brands Gravity Haus and Waterton have similarly expanded their portfolios and pipelines over the past year. And Hyatt and Hilton partnered with outdoor hospitality providers Under Canvas and AutoCamp, respectively, to cater to changing traveler demand.
