For decades, the hotel industry talked about “bringing the outdoors in.” Now in 2026, the moment has arrived, hotels have reversed course and an awakening is happening.
We’re entering a new era where travelers aren’t just looking to be near nature: they want to be immersed in it. From glamping and tiny homes to revitalized motor inns and RV-friendly resorts, outdoor hospitality is no longer a niche category but a core growth platform for the industry.
The global glamping market alone grew at an estimated 12.5 percent compound annual growth rate between 2020 and 2025, which shows sustained demand for outdoor-oriented accommodations that blend comfort with access to nature.
The Moment Has Arrived
Outdoor travel demand has been building steadily for years, but the momentum entering 2026 feels different. The healing power of nature was pegged as a top luxury travel trend for the year, but we’re seeing that in all market segments, not just high-end.
Additionally, the market signals have changed.
In fall 2025, Marriott Bonvoy officially launched its Outdoor Collection and a dedicated outdoor travel platform, opening hundreds of outdoor-oriented hotels and tens of thousands of homes to mainstream travelers.
Shortly after, Google Maps and Ford partnered to bring the U.S.’ longest off-road route, the TransAmerica Trail, onto Street View, making thousands of miles of remote terrain digitally accessible for the first time.
Once major hospitality brands and technology companies start building infrastructure around outdoor travel, it’s clear this isn’t a niche anymore. We’re still early—but that’s exactly why operators should be paying attention now.
Location Strategy
One of the biggest shifts I see is how location is being redefined as a strategic asset. Properties near national parks, state parks, scenic byways, trail systems and outdoor-recreation hubs are no longer adjacent benefits—they’re becoming primary demand drivers.
The real estate paradigm is evolving accordingly. Across the industry, we’ve seen strong performance from purpose-built glamping resorts and thoughtfully reimagined roadside properties. Instead of competing for dense urban footprints, developers are finding opportunity in motor inns, RV parks and underutilized highway-side assets positioned along outdoor corridors. These properties offer what travelers increasingly value: space, simplicity and a sense of place.
2026 and the Great American Road-Trip
Throughout 2026, continued growth in road trips, multi-generational trave and extended stays built around outdoor exploration is expected, as the United States celebrates its 250th anniversary. People want to experience the history behind those 250 years firsthand, and outdoor lodging will sit at the center of that movement this summer and beyond it.
For hotel owners, this moment calls for flexibility. Travelers want options: tiny homes, glamping units, RV sites and hybrid accommodations that allow families and groups to travel together without sacrificing comfort. Outdoor-friendly amenities like firepits, trails, outdoor dining and communal gathering spaces are no longer add-ons: they’re central to the experience.
How Hoteliers Can Capitalize
For operators considering how to participate in this shift, a few principles stand out:
Design for the outdoors, not just adjacent to it. A patio alone doesn’t make a property outdoor-led. Thoughtful design includes trail access, gear storage, a curated map and programming that helps guests engage with the surrounding landscape.
Build flexibility into new projects. Modular cabins, space for RVs and campsites and purpose-built glamping structures allow owners to scale intelligently while adapting to seasonal demand.
Elevate the experience, not just the room. Even in outdoor settings, hospitality still starts with heart. A warm welcome, thoughtful service and human connection matter just as much when guests are intentionally unplugging.
Partner locally. Aligning with state parks, scenic byways, outfitters and community events creates a sense of place and embeds a property into the destination’s story.
Navigating the Challenges
Outdoor-focused properties do come with operational considerations: seasonality, infrastructure, staffing and regulatory complexity. These challenges are manageable, but only with intention.
At one of our coastal properties, for example, guest access to the beach required a long, inconvenient walk. Rather than accept that friction, we invested in building a bridge that created direct access. The result was a five-minute stroll instead of a trek—and a significantly improved guest experience.
Staffing is another common hurdle. Seasonal hiring requires thoughtful onboarding, retention strategies and clear pathways for returning team members year after year. Operators who plan for this early tend to outperform those who treat staffing as an afterthought.
What’s Next?
Looking ahead through 2026 and beyond, outdoor-centric lodging will continue its transition from emerging category to mainstream expectation.
The opportunity lies in differentiation. Hybrid models that sit at the intersection of traditional hospitality and outdoor lifestyle, like revitalized motor inns, highway-adjacent properties and destinations where guests can enjoy crisp hotel linens while waking up steps from a trailhead is where the industry is headed.
A Call to Action
As we move through 2026, I encourage hotel owners and developers to evaluate their portfolios through a new lens. Where is there an outdoor story potential? Where can flexibility unlock new demand? How can your property invite guests to step outside, both literally and figuratively?
If the past decade was about adding outdoor touches to traditional hotels, the next will be about rethinking lodging from the outside in. And 2026 may well mark the year outdoor-led lodging moves from trend to industry standard.
Jesse Baker is the founder and CEO of JET Hospitality, an outdoor travel & lifestyle brand, offering different types of accommodations and custom sportsman experiences in gateway locations across the Western U.S.
