Dive Brief:
- Outdoor-focused hospitality company Under Canvas announced it will open Under Canvas Yosemite near Yosemite National Park in 2025.
- The 80-acre camp, 10 minutes from the park, will feature “safari-inspired” tents with king-size beds, private decks, ensuite bathrooms, daily events programming and nightly s’mores.
- The Yosemite camp will be Under Canvas’ first California location, and its 13th overall. The expansion comes as demand rises for upscale, outdoor-focused accommodations.
Dive Insight:
In a statement, Under Canvas CEO Matt Gaghen said that expanding to California “has been our goal since the brand's inception in 2012,” adding that Yosemite is “home to many outdoor enthusiasts and a sought-after destination for adventure travelers around the globe.”
Other Under Canvas camps are near Zion National Park, Bryce Canyon National Park and Arches National Park in Utah; Mount Rushmore National Memorial in South Dakota; Acadia National Park in Maine; the Great Smoky Mountains National Park in Tennessee; and more.
Under Canvas Yosemite is set in a mountainside forest, and a Yosemite Area Regional Transportation System stop across from the camp’s entrance will allow guests car-free access to the park.
The camp will feature a “lobby tent” with communal lounge spaces and dining and gaming areas. The al fresco and indoor dining program will highlight California wines and beers as well as seasonal dishes.
On-site programming will include live music, daily yoga, kids’ activities and nightly s’mores. An “Adventure Concierge” — a hallmark of the brand — will help guests book experiences like rafting, rock climbing and fishing in and near the park.
Under Canvas is part of the Small Luxury Hotels of the World network, which Hilton announced an exclusive partnership with in February. Though individual properties must opt in, the partnership could see over 500 luxury hotels join Hilton’s network.
Hilton, however, is already making a foray into glamping. In February, the company announced plans to partner with AutoCamp on outdoor-centric, boutique stays, citing travelers who “are craving adventures.”
AutoCamp operates boutique accommodations near Yosemite National Park and other popular outdoor destinations in the U.S. Given the rise in popularity of outdoor-focused travel, hospitality experts told Hotel Dive it won’t be long before other major hotel players create similar partnerships.
Plus, outdoor-centric travel can cater to guests’ growing desire for unique experiences, experts say. Half of those surveyed in Hilton’s 2024 Trends Report said they will prioritize exploration and adventure this year.
