As summer travel trends shift, one truth remains: the more personalized and immersive the experience, the more likely guests are to return. In today’s uncertain marketplace, travelers are booking later and staying for shorter periods, often Thursday through Sunday rather than a full week. With rising costs and global events weighing on decision-making, guests are opting for quick getaways — and looking for meaningful experiences to make the most of them.
Despite the uncertainty, outdoor adventure remains a strong draw. According to the Outdoor Industry Association, the U.S. outdoor recreational economy is worth $887 billion annually and according to CRR Hospitality, outdoor adventure tourism is projected to grow by 15.3% annually through 2033.
To stay competitive, hotels must go beyond standard offerings. Guests want to feel immersed in the local culture and environment — something they cannot replicate at home. At Motto by Hilton Bentonville in Arkansas, for instance, we’ve seen how curated, hyper-local experiences drive deeper guest satisfaction.
Experiences Are the New Amenity
Today’s travelers prioritize destination over décor. Functional, efficient guest rooms are appreciated, but it is the experiences beyond the room that guests remember. Partnering with local event managers, tour companies, and artists helps uncover the “hidden gems” that make your market memorable.
Start with your team. Ask employees what they love about the area. Their insider knowledge can uncover the best trails, museum exhibits, bike routes, or lesser-known eateries — things guests might miss on Google.
Personalization matters. Avoid generic recommendations. Take the time to understand what each guest is looking for. A QR code linked to an e-Concierge platform can share staff-curated favorites, updated in real-time to reflect seasonal events and local discoveries.
Partner for Personalization
Creating truly customized adventures is easier when you have the right partner. At our Arkansas properties, we work with 37 North Expeditions to provide on-demand outdoor experiences — from e-bike rentals to kayaking tours and corporate scavenger hunts. These kinds of partnerships are key to delivering flexible, high-quality adventures that align with your guest demographic.
Eco-consciousness is another growing priority. Guests are seeking sustainable, walkable destinations beyond crowded hotspots. They will choose a pricier stay if it offers a stronger connection to the community and natural surroundings.
Five Best Practices to Elevate Your Outdoor Experience Strategy
- Get Involved “Locally”
Everyone on your team should engage with the community. Sales leaders can become ambassadors for local CVBs. GMs can join promotional boards. Offer your lobby space to community partners for pop-ups or meetings. Promote nearby parks, restaurants, and events on social media.
- Curate, Do not Just Sell
Help guests plan their day. Be a connector, not just a host. A stay at your hotel should open the door to local experiences — not just serve as a place to sleep.
- Think Creatively About Partnerships
Even if your property is not in a traditional resort area, there’s value nearby — whether it is a public art installation, a farmer’s market, or a mom-and-pop coffee shop. Build relationships with these businesses to enrich the guest experience.
- Start Small and Add Value
Begin with a simple amenity, such as a hiking map and a locally made snack included in a room package. Instead of relying solely on discounts, find ways to enrich your existing offerings.
- Be Ready for Unique Needs
Flexibility is key. Big events like cycling races may require creative bike storage or early check-ins. Anticipate these needs and plan accordingly. For example, our Motto by Hilton extended bike valet service, an extension of our bike storage and service offerings.
Looking Ahead
We expect demand for hyper-local, eco-conscious travel to keep rising. Properties can get ahead by investing in sustainability — like offering sparkling and still water refill stations or contributing to carbon offset initiatives for outdoor experiences.
Personalization, authenticity, and sustainability are the new standards. Hotels that lean into these values will lead the way. Those that do not will be left behind.
About the Author
Bailie Sonnentag is Director of Sales, Northwest Arkansas, for Hospitality America, a leading third-party hotel development and management company and a preferred partner of Hilton and Marriott. Hospitality America is recognized as a winner of USA Today’s Top Workplaces 2024 – 2025 awards. For more information, please visit www.hospitalityamerica.com or connect with Hospitality America on LinkedIn.
