Retail + Hospitality

Eddie Bauer Adventure Club

We recently posted about physical brands becoming lifestyle ecosystems. Like hotels moving into the residential space. And restaurants expanding into the hotel business. 



Now that trend is expanding in a new direction. Retail and media brands are getting into hospitality - especially related to the outdoors.



Example: Travel + Leisure Co. just partnered with Authentic Brands Group to launch the Eddie Bauer Adventure Club in Moab, Utah. This marks the apparel brand’s first official entry into the resort space.



The shift:



• Old model: Sell the jacket for the adventure.


• New model: Sell the jacket and provide the physical resort, the curated excursions, and the entire aesthetic of the adventure.



The traditional hospitality giants also like the outdoors idea:



• Marriott launched "Marriott Bonvoy Outdoors" and its nature-focused Outdoor Collection.

• 
Hilton partnered with AutoCamp to scale its footprint in upscale glamping.


• Hyatt teamed up with Under Canvas to target outdoor-minded loyalty members.



The "lifestyle ecosystem" model is no longer just about urban luxury. Smart brands know consumer loyalty is often rooted in identity. If a customer identifies with your brand values, they want more than your products. They want to live inside your world.