Dive Brief:
- Choice Hotels International has entered into an agreement to acquire Harvest Hosts, a “community-oriented RV travel membership company” that connects RV travelers with unique overnight experiences at more than 11,200 host locations, including wineries, farms, breweries, museums and other attractions, the company announced Wednesday.
- In an all-cash transaction valued at approximately $130 million, Choice will acquire 100% of Harvest Hosts from New York-based growth equity firm Stripes as well as other shareholders, according to a Wednesday news release. The transaction is expected to close Oct. 1.
- Harvest Hosts CEO Joel Holland will continue to helm the company, alongside its existing leadership team, with the full Harvest Hosts team becoming Choice employees upon the transaction’s close, per the release. The deal extends Choice’s footprint in the competitive outdoor travel market.
Dive Insight:
Harvest Hosts will continue to operate as a standalone business under its existing brand, “preserving its distinct member and host experience,” with Harvest Hosts and Choice working to grow and enhance the business together moving forward, per the release.
The deal brings together Choice’s scale, commercial capabilities and loyalty reach with Harvest Hosts’ unique offerings, creating an “opportunity to deepen engagement with existing members, introduce more travelers to Harvest Hosts and support the continued growth of both businesses,” according to Choice.
The acquisition, and Harvest Hosts’ asset-light operating model in particular, is complementary to Choice’s existing hotel portfolio and consistent with its long-term growth strategy, Choice CEO Dom Dragisich said in a statement.
“Choice Hotels has a long history of delivering quality travel experiences for value-minded consumers, and our acquisition of Harvest Hosts extends that reach into an attractive segment of the outdoor travel market,” said Dragisich, who was appointed to the CEO role last month. “Together we offer even more stay options for both of our companies’ guests.”
According to Choice research, many travelers already enjoy both hotel and RV travel, with Choice Privileges loyalty members particularly active in both stay categories.
The deal creates “a natural opportunity to connect Choice's large and growing loyal traveler base with Harvest Hosts' distinctive network of RV experiences,” per the release.
“The heart and soul of Harvest Hosts is the unique connections we have built between our members, hosts and employees,” Holland said in a statement. “We share a love of the open road and the communities that make every journey memorable. Joining forces with Choice Hotels gives us an incredible opportunity to bring that experience to more people and accelerate our mission of creating millions of happier campers and communities.”
Choice is the latest hotel company to partner with an outdoor accommodations provider to meet growing traveler demand for unique, nature-centered stays.
Last year, Marriott International debuted its Outdoor Collection, anchored by the Trailborn and Postcard Cabins brands. And in 2024, Hilton and Hyatt partnered with outdoor hospitality providers AutoCamp and Under Canvas, respectively.
