What State Parks Can Learn from Marriott and Field & Stream
The outdoor recreation industry is no longer a niche corner of travel. It is at the center of a global shift. Hospitality giants like Marriott and legacy brands like Field & Stream are proving that nature-based travel is not just about cabins and campsites. It is about creating memorable, immersive, and market-driven experiences that travelers crave.
State parks are uniquely positioned to lead this evolution. Doing so requires looking beyond traditional park management and learning from the innovations shaping America’s hospitality today.
Photo property of Marriott Postcard Cabins
Marriott: Hospitality at the Campsite
With Marriott’s acquisition of Postcard Cabins and partnership with Trailborn, outdoor lodging is now a mainstream demand. Hospitality is central to how visitors choose, experience, and remember outdoor destinations.
- Experiences drive bookings. Travelers increasingly seek wellness, sustainability, and outdoor immersion. Parks must adapt by offering curated lodging, wellness programs, and activities that connect people with place.
- Glamping has gone mainstream. Marriott’s investment proves that comfort and adventure can and should coexist. Parks can expand audiences by blending rustic settings with thoughtful amenities.
- Authenticity matters. Trailborn’s focus on local culture and design-forward experiences resonates with younger travelers. Parks can adopt similar strategies by spotlighting regional heritage and storytelling.
Field & Stream: Marketing the Outdoors Like a Brand
Field & Stream’s flagship lodge in Montana is a blueprint for how to make the outdoors aspirational. Great experiences are not enough without great marketing. Parks must build brand equity just like private hospitality leaders.
Photo property of Field & Stream Lodge Co.
- Strategy through storytelling and partnerships: Parks can transform natural assets like wildlife, geology, and history into compelling narratives, while collaborating with local businesses and creators to extend their reach and enrich visitor experiences.
- Digital-first visibility: Embracing social media, influencer collaborations, and online campaigns ensures parks stay competitive and connect with wider audiences.
- Modernized pricing models: Seasonal promotions and dynamic fee structures can increase visitation and revenue, supporting both accessibility and long-term sustainability.
Park Staff: Hospitality Innovators
America’s State Parks should capitalize on being the innovators in outdoor hospitality. This means:
- Embracing dynamic pricing and revenue strategies.
- Investing in marketing and digital visibility.
- Designing experiences that blend wellness, adventure, and authenticity.
- Using data and analytics to drive decision-making.
The opportunity is enormous. Marriott and Field & Stream are proving the power of hospitality in the outdoors, but parks have something these brands cannot replicate: authentic public trust and unparalleled natural assets.
By blending hospitality best practices with conservation values, state parks can create experiences that are unforgettable and sustainable. And as the industry leader in agency-operated outdoor recreation, Brandt is here to help agencies take that leap backed by modern technology.
The future of travel is outdoors.