Dive Brief:
- Travel + Leisure Co. launched the Eddie Bauer Adventure Club, a new outdoors-inspired hospitality concept that recently debuted in Moab, Utah, per a news release.
- Created in partnership with Authentic Brands Group, owner of Eddie Bauer, the Adventure Club marks the longstanding outdoor apparel brand’s entry into hospitality, per the release. Embracing the brand’s “Live Your Adventure” philosophy, the property, comprising 39 suites, aims to deliver an immersive experience “that blends thoughtful design, curated programming, and access to the natural world.”
- The inaugural Moab property “marks an exciting evolution” for Travel + Leisure Co. as it expands in the experiential hospitality space, Michael Brown, the brand’s CEO and president, said in a statement. It also comes as travelers increasingly seek immersive experiences, including those that allow them to connect with nature.
Dive Insight:
The resort, which aims to reflect “Eddie Bauer’s rugged yet refined sensibility,” features studios and one-, two- and three-bedroom layouts with kitchenettes or full kitchens, in-unit laundry and spacious living areas, according to the release.
It’s located near Arches and Canyonlands National Parks, known for their red rock landscapes, per the Eddie Bauer Adventure Club website, where guests can take advantage of recreational opportunities including guided hiking, mountain biking and river rafting.
According to Travel + Leisure Co., the Moab property “establishes the foundation of future locations designed to inspire adventure-minded travelers.” It also expands upon the company’s growing portfolio of vacation ownership brands, including Sports Illustrated Resorts, Margaritaville Vacation Club and Accor Vacation Club.
Other major hospitality players expanding in the outdoor accommodations space include BWH Hotels’ World Hotels, which last month launched a collection of glamping retreats and outdoor escapes located near scenic destinations, including Virgin, Utah.
Furthermore, in 2025, Marriott International launched Marriott Bonvoy Outdoors, a digital platform to help travelers find popular outdoor activities, around the same time as the debut of its nature-focused collection brand, Outdoor Collection by Marriott Bonvoy. Meanwhile, in 2024, Hilton partnered with AutoCamp on “glamping” stays near national parks, and Hyatt teamed up with upscale outdoor hospitality provider Under Canvas.
