Hilton makes a play for outdoor travel with new AutoCamp partnership
You'll soon be able to earn and redeem Hilton Honors points for a journey into the great outdoors.
Hilton unveiled Tuesday morning a partnership with outdoor lodging brand AutoCamp, known for its mix of venues located in the vicinity of national parks and other popular outdoor destinations. The partnership will mean travelers can book AutoCamp stays directly on Hilton's website or mobile app "in coming months" and earn and burn Hilton Honors points if they are a member of the loyalty program.
"We know today's travelers are craving adventures when planning their next trip, and that's why we look for innovative and like-minded partners like AutoCamp," Chris Silcock, president of global brands and commercial services at Hilton, said in a statement. "This is the first time a major hospitality brand and outdoor lodging company have come together in this way to create even more choices for travelers while redefining the outdoor hospitality experience."
AutoCamp operates in markets like Cape Cod, Massachusetts; Yosemite, Joshua Tree and the Russian River in California; Zion in Utah; and the Catskills in New York. Upcoming locations include Asheville, North Carolina, as well as Sequoia, California, and Hill Country in Texas.
Don't think of this just as a play for "glamping," however. AutoCamp is a popular hospitality offering for those looking for a little more outdoor flair with their vacation. Yes, the company utilizes Airstream trailers for some of its lodging, thanks to an exclusive partnership with the brand; however, you'll also find cabins and luxury tents at some AutoCamp destinations.
Each AutoCamp features The Clubhouse, meant to be a gathering place for meals and socializing. The Kitchen is each AutoCamp's sit-down restaurant, while grab-and-go items (including food for your grill) can be purchased at The General Store. Guests will also find other amenities like communal fire pits, trails, meeting spaces and, at select locations, swimming pools.
AutoCamp also features location-minded experiences at each venue, so guests can dabble in oysters or fall foliage while exploring Cape Cod, while Russian River guests can participate in a wine tasting.
"Our mission at AutoCamp has always been to reconnect people with the outdoors and each other," said AutoCamp CEO and founder Neil Dipaola in a statement. "By partnering with an incredible global brand like Hilton, we're able to introduce Hilton Honors members to a new hospitality experience rooted in nature — bringing them closer to the country's most iconic national parks and explorable outdoor destinations without sacrificing the highest caliber of hospitality and comfort they expect."
Hilton leaders pointed to the hotel company's 2024 Hilton Trends Report that showed nearly half of travelers this year are expected to "prioritize exploration and adventure." But the partnership is more than just playing into trends.
It's a significant step forward in showing Hilton is taking careful consideration of offering its Hilton Honors members more options across a variety of types of stays. The company earlier this month announced a new exclusive partnership with Small Luxury Hotels of the World, wooing that relationship away from Hyatt. Hilton is also reportedly looking at acquiring Graduate Hotels, a chain of lifestyle hotels located in cities and towns with a significant higher education presence, while also working on launching a new luxury lifestyle brand. The AutoCamp partnership now adds a funkier side to travel that courts outdoor enthusiasts.
It wasn't long ago when you'd hear some hotel snobs chide Hilton for resting on its laurels and not being as innovative or, frankly, exciting as some of its competitors. Company leaders certainly appear to have heard the critique and are doing something about shedding that image.
Not that they asked us, but the AutoCamp partnership seems like the prime opportunity to utilize Hilton spokesperson Paris Hilton for a revival of "The Simple Life."
S'mores over the campfire before retiring to a luxe Airstream, anyone?
Related reading:
- The award travelers guide to Hilton Honors
- How to choose the best Hilton credit card for you
- What is Hilton Honors elite status worth?
- The best credit cards to reach elite status
- Which credit cards offer the most lucrative rewards for hotel stays?
- The best hotel rewards programs in the world
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