A new hub aims to capture the booming adventure travel market as travelers increasingly seek nature-focused experiences over traditional city breaks
Oct 1, 2025
Marriott has introduced Marriott Bonvoy Outdoors, a hub that highlights over 450 outdoor-oriented hotels and 50,000 homes and villas, signaling its bet on the rising mainstream demand for “adventure-first” travel.
Key takeaways
- Adventure travel is going mainstream: the share of travelers identifying as “adventure-first” has risen from 30 % to 40 %, with two-thirds of international travelers now open to adventurous experiences.
- Marriott’s strategic move: by launching a dedicated platform and integrating curated tours and stays, Marriott aims to capture the loyalty and spending of travelers seeking nature, activity, and culture.
- Competition is intensifying: rivals like Hyatt (with Under Canvas) and Hilton (with glamping-style partnerships) are also expanding into outdoor and nature-driven lodging.
- Leverage stimulus from pandemic trends: the pandemic accelerated demand for less crowded, nature-based travel as people prioritized safety, open air, and flexibility.
- Economic and geopolitical headwinds: despite demand growth, global travel faces risks from shifting U.S. immigration policies and potential declines in international spending.
Get the full story at Marriott
