If glamping is luxury camping for indoorsy people, then Field Station is its natural extension: a low-frills hotel for outdoorsy people.
A new hospitality concept from AutoCamp, Field Station promises “an all-in-one gear, food and lodging experience” that serves as a launching point for outdoor adventure. Picture simple, spacious rooms with extra storage, on-site equipment rentals and service, and educational programming.
What’s behind this new hospitality trend? Let’s take a dive into the emerging niche of outdoor adventure hotels.
COVID-era restrictions drove millions of people outdoors for recreation, many for the first time — and they discovered they loved it. The number of people who regularly play outdoors has increased 7% since early 2020. According to research from Penn State, nearly half of adults in the U.S. now participate in outdoor recreation at least once a month, and 20% may be new to outdoor recreation (since the pandemic).
There are some interesting nuances within this trend, however. The Outdoor Industry Association has found that the people participating in outdoor recreation are older and more diverse than in the past. An increasing number see outdoor recreation as a pastime, not a lifestyle. Hardcore outdoors people, defined as those who participate in outdoors recreation 51 times or more in a year, have seen their numbers slide significantly in the past 15 years.
Hoteliers, then, can see a niche waiting to be filled. There are millions of people who want to spend their leisure time in the outdoors but at the end of the day, would prefer a comfy bed to sleeping under the stars.
We’ve already talked about Field Station, which is opening its first locations in Moab, Utah, and California’s Joshua Tree and Lake Tahoe. Field Station renovates older properties with an industrial-Scandi vibe. Picture pegboards for hanging gear, utilitarian furniture, minimal décor, and cushy beds. But they’re not the only outdoorsy hotel brand:
Own a hotel property near a national park, ski resort, or other outdoor-recreation draw? Here are a few things you can do to attract the outdoorsy set.
Offer free breakfast. Rising food costs and staffing challenges (plus COVID concerns) have driven many operators to close their breakfast bars. Don’t! Research has found that complimentary breakfast is one of the top drivers of guest satisfaction. Guests don’t just want it, they expect it. That goes double for hungry hikers and bikers.
So how can you keep guests fed and happy — on a budget? Consider offering an oatmeal bar, which has the benefits of being economical, filling, vegan-optional, and self-service. Oatmeal cooks to perfection and stays warm for up to four hours in a Hamilton Beach Commercial rice cooker. For topping inspiration, check out the Hotel McCoy Tucson, which boasts the “world’s longest oatmeal bar.”
Read more: Is It Time to Bring Back Breakfast? Here’s How
Upgrade your beverage selection. The outdoorsy crowd is famous for being picky about what they drink. Good coffee, local craft beer, and excellent cocktails are all must-haves. Stock rooms with a K-cup-style coffeemaker such as the HDC311 Single-Serve Coffeemaker (which is compatible not only with Keurig but other coffee pod brands). In the lobby, keep the brew fresh with an easy-to-clean hotel coffee urn. And for the bar, invest in the equipment you need for a full-service cocktail program. Alternatively, take a look at the Bartesian® Professional Cocktail Machine to offer a la carte cocktails in a central location. The commercial version features the same mixologist-crafted capsules but adds a bottle lock to control alcohol access.
Read more: 6 Ways to Elevate the Hotel Bar
Renew your guest rooms. While repurposing older motel buildings sounds like a brilliant investment, it has some drawbacks. At several such properties, guests complain about thin walls, road noise, and tired interiors. Upgrading the amenities can help make rooms more inviting. Consider adding an ultra-quiet Clorox True HEPA Air Purifier, which scours allergens, harmful particulates, bacteria, and viruses from indoor air. Adventure travelers also appreciate extended-stay amenities that make a hotel feel like home: toasters, kettles, and full-size coffeemakers.
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