Hotels’ Effect on Glamping: The Hidden Shift in Outdoor Hospitality
Article written by Whitney Scott of Walden & A Bit of Whit
For years, everyone assumed the great hotel invasion of outdoor hospitality would be all about acquisitions—a game of big money buyouts where mom-and-pop glamping sites and brands would eventually cash out to the Hiltons and Marriotts of the world either through portfolio plays or direct acquisition. The thinking was simple: the hotels would wait for the sector to prove itself, then swoop in, offering operators and investors their golden parachutes. But what if the game isn’t quite so black and white? What if Marriotts and Hiltons don’t want to buy your business? What if they want your customers first?
The outdoor industry has long been wary of outsiders with the idea that a larger force would come in, disrupt the balance, and reshape the market. The fear was always that it would be Airbnb, Expedia, or another OTA that would claim dominance, absorbing independent operators into their ecosystem and make them dependent on their channel distribution - with significant margin takes. But perhaps the real threat is less obvious. Perhaps it's more subtle than that - coming quietly, cloaked in the familiar comfort of loyalty points and brand trust.. A wolf in sheep’s clothing, to own the traveler’s decision before they even consider entering an outdoor hospitality path.
As much reported, in June Hilton inked a loyalty partnership with AutoCamp, and Marriott quietly snatched up Postcard Cabins, formerly Getaway, in December. These deals aren’t just small expansions—they’re stakes in the ground. The industry has been buzzing that the time has arrived. They aren’t just dipping a toe into outdoor hospitality; they’re anchoring themselves in it. The question isn’t just how far they’ll go—but whether the entire game board has already started to tilt in their favor.
Let’s take a step back and look at an interesting piece of data around hotel loyalty programs. As reported by Skift recently, over the past six years, hotel loyalty memberships have surged by 69%, with major brands adding over 500 million new members. Marriott Bonvoy leads the pack with 228 million members, but Hilton Honors is closing in fast, growing by an astounding 147% since 2018 to reach 210 million members. At this rate, Hilton could overtake Marriott’s membership count by 2026, reshaping the balance of power in the hotel industry.
Loyalty programs aren’t just about rewarding repeat guests; they are powerful tools for retaining and expanding direct bookings via conditioning and habits. The more locations, offerings, and partnerships a program has, the more likely it is to keep travelers within its ecosystem and create patterns of behavior in travel planning. For members, it’s about ease, perks, and familiarity—why book elsewhere when you already have status, points, and trusted options within your program? For the hotel brands, it’s about reducing dependence on OTAs and ensuring that their travelers stay within their portfolio.
Is this where the expansion into outdoor hospitality comes into play? What a coincidence that the two largest loyalty programs in hotels, Marriott and Hilton, have been first movers in outdoor hospitality- Marriott through acquisition and Hilton through a loyalty partnership. These moves aren’t just about offering new locations; they are about expanding what their loyalty programs can provide. By adding glamping and outdoor accommodations, they are effectively preventing leisure travelers from needing to expand their search to platforms like Airbnb, Hipcamp, Campspot or an independent site when looking for unique stays. For some travelers, this could even be their first exposure to outdoor accommodations, introduced through the trusted brand they already use.
Walden specifically has looked at the impact the hotel industry, and other players, have already had on the outdoor ecosystem. In recent national market research, our data shows that 38% of leisure travelers have already heard of glamping being offered through major brands like Disney and Marriott—second only to marketplaces like Airbnb and Hipcamp. What’s even more telling is that while these powerhouses currently offer only one or two outdoor hospitality options, their influence in the market is already apparent. These brands make up less than .01% of the total glamping market in terms of supply, yet 32% of leisure travelers interested in glamping already say that they would prefer to glamp at these locations—a staggering disparity that underscores just how quickly these programs could acquire bookings from other sources, even before fully scaling their outdoor offerings.
Is that a bat signal or just a HUGE market indicator?! Not just operators should take note here, but the property management systems (PMS) and marketplaces as well. The outdoor market has long seen an opportunity to build platforms where one didn’t exist. If a true, dominant outdoor hospitality marketplace could be built, it would have the potential to compete with—or even block—OTA expansion into the category. However, no single entity has emerged as the clear leader, largely due to the fragmented nature of the industry. Key portfolios, such as national parks, shared platforms like Hipcamp, and branded giants like KOA, have never been integrated. As a result, the opportunity—or the gap—still remains.
But now, one could say that vacancy could be filled a different way—one led not by OTAs or independent platforms, but by the hotel loyalty ecosystem itself. If travelers instinctively check Marriott or Hilton first before considering an outdoor-specific platform, or even worse prefer it, the dominant distribution model for glamping could be diverted into an unforeseen obligation to play. Rather than waiting for a fragmented industry to organize itself, hotels are simply folding outdoor offerings into their well-oiled engines, taking advantage of their global brand dominance.
If Marriott and Hilton’s loyalty outdoor dips prove successful, the shift from OTA-driven outdoor bookings to loyalty-driven direct bookings could redefine the entire industry or narrative. Creating a powershift that no one expected. This power shift should serve as a warning to PMS providers, marketplaces, and operators alike.
Loyalty isn’t just a perk—it’s a moat. Walden’s research shows that hotels have the power to capture the outdoor traveler—and do so quickly if they refine their distribution strategy. Major hospitality brands already command traveler trust and attention, and while some have planted their stakes, many more are already deep in discussions, quietly positioning themselves for their next move. The real question is: How do you play? Do forces start aligning to break down silos, unify inventory, and push back against what could become unchecked dominance? Or does the outdoor hospitality industry simply resign itself to becoming just another curated subcategory—an outdoor collection neatly folded into the loyalty lineup where buyouts aren’t necessary and margins relinquish to points and fees?
See the strongest force in buying behavior isn’t price or offering—it’s habit, and habit always books where it feels like it belongs.
Until Next Time, Keep Your Head, Heels and Standards High My Friends!
