The Experiential Revolution in Travel and Hospitality
Over the past decade or so, the hospitality industry has seen remarkable changes. A shift is happening, driven by a new generation of travelers seeking more than a place to sleep. They’re searching for destinations that tell a story, create memories, and immerse them in something memorable and magical. Places that come alive with nature, great design, and a chef’s-kiss sense of taste.
The Rise of Experiential Stays
Thanks in part to Instagram, experiential stays are booming. Yes, plenty of travelers still (and will) prioritize efficiency and economy. Traditional hotels and commodity short-term rentals meet their needs just fine—“heads in beds.”
But a vast and growing segment come with an expectation for uniqueness and novelty, and for something that feels personal. Whether it’s a historic farm restored to its former glory or a cabin tucked deep in the woods with a focus on wellness, these folks want to feel connected to the places they visit.
From my own journey building and selling Live Oak Lake , a Nordic-inspired nature retreat, I’ve seen firsthand how powerful these experiences can be. The magic lies in crafting environments that make guests feel like they’ve discovered a hidden gem.
Shadow Bend at Live Oak Lake
Design plays a huge role.
But so does the story behind the place, a sense of adventure, and the authenticity and care of the host / hotelier.
These one-of-a-kind, tailored experiences are the new luxury. Not white-glove service, chandeliers, or marble so much anymore…
The Evolution from Hotels to Short-Term Rentals
Alongside this demand for experiences, we’ve seen the rise of short-term rentals (STRs). Platforms like Airbnb have made it easier than ever for anyone with a vision to turn their property into a sought-after destination. But this growth has also brought challenges, including severe inconsistency in the guest experience.
While some STRs offer unforgettable stays, many fall short, leading to a demand for something more structured, intentional, and elevated.
Enter branded micro-resorts and landscape hotels…
Live Oak Lake in the Winter
These blend the intimacy and personalization of one-off stays with the high standards and amenities of the best branded hotels, offering the best of both worlds. These curated spaces offer more than just a place to sleep; they craft entire experiences around the locale and the property itself.
And they make a ton of financial sense given the income multiplication of several units, and the scale economics of shared amenities, infrastructure costs, etc.
A New Generation of Travelers, A New Opportunity
Today’s travelers are intentional, discerning, and willing to pay for personalized, immersive, and sustainable experiences. This opens up enormous opportunities for those ready to challenge the status quo and build something beautiful!
Live Oak Lake in the Fall
If you’re thinking about entering this space or dreaming up your own unique stay, now is the time. Whether it’s understanding the market, creating unforgettable guest experiences, or pitching your concept to investors, I’d love to help you make it happen.
To dumb it down, my philosophy is simple:
Create beautiful things and share them with others.
Resonate? Well then I think the future of travel and hospitality belongs to you.
Next week, I’ll share a case study of one of these properties. But first, I need to go experience it in person… (hint: it’s in Wisconsin:)