Hotels’ Effect on Glamping & a Hidden Shift in Hospitality – RVBusiness – Breaking RV Industry News
Editor’s Note: This column, written by Whitney Scott (founder of Walden & A Bit of Whit), was first published by the American Glamping Association on its LinkedIn page and is posted here with permission.
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?
