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Travel + Leisure Co. bets on outdoor hospitality with Eddie Bauer Adventure Club

Hotel Dive· June 20, 2026

Travel + Leisure Co. has launched its inaugural Eddie Bauer Adventure Club resort in Moab, Utah, marking a strategic expansion into the experiential and outdoor hospitality sector. Located near Arches and Canyonlands National Parks, the property aims to attract adventure-minded travelers through a blend of rugged branding and refined amenities. This move highlights a growing trend among major hospitality players to diversify their portfolios with nature-focused accommodations and glamping partnerships.

The new Moab resort serves as the inaugural location for the Eddie Bauer Adventure Club, featuring a range of accommodations from studios to three-bedroom units. Designed to reflect the Eddie Bauer brand's rugged yet refined aesthetic, the units include kitchenettes or full kitchens, in-unit laundry, and spacious living areas to cater to adventure enthusiasts. Situated near Utah's iconic red rock landscapes, the property offers guests access to recreational activities such as guided hiking, mountain biking, and river rafting.

Travel + Leisure Co. CEO Michael Brown indicated that this property establishes a foundation for future locations intended to inspire adventure-seeking travelers. The project expands the company's existing vacation ownership portfolio, which currently includes specialized brands like Sports Illustrated Resorts, Margaritaville Vacation Club, and Accor Vacation Club. This strategy emphasizes experiential hospitality as a key growth driver for the company's vacation ownership business as it seeks to capture a larger share of the outdoor travel market.

The launch coincides with a broader industry shift toward outdoor and glamping accommodations among global hotel giants. In recent years, Hilton has partnered with AutoCamp for glamping stays, Hyatt has teamed with Under Canvas, and BWH Hotels’ World Hotels has launched its own collection of glamping retreats near scenic destinations like Virgin, Utah. Additionally, Marriott International introduced the Marriott Bonvoy Outdoors digital platform and its nature-focused Outdoor Collection brand to help travelers navigate outdoor activities and specialized destinations.

Beyond the expansion news, the source reports labor unrest within the broader hospitality sector, specifically noting a strike launched by employees at the Embassy Suites Pioneer Square. Workers at the property are calling for fair wages, improved healthcare coverage, and enhanced workplace protections. This development serves as a reminder of the ongoing operational and labor challenges facing the industry even as major brands pursue aggressive portfolio expansions into new experiential niches.

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Summary generated by RabbitReport AI from public reporting. The full article and original reporting belong to Hotel Dive.

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