In travel today, staying overnight is no longer enough. Guests want memories. As a former hospitality CEO turned VC, I’ve seen first-hand how the “experience economy” is transforming accommodation. Travelers increasingly plan trips around unique activities rather than just finding a room. In fact, industry analysts note that “guests are craving experiential stays more than ever”. In other words, accommodations that bundle in nature treks, cultural tours or other immersive activities are surging. This trend isn’t a passing fad: it reflects a fundamental shift in what modern guests (especially Millennials and Gen Z) expect from travel.
What Is experiential accommodation?
“Experiential accommodation” sits at the intersection of two linked trends. On one hand, travellers are practicing experiential travel: planning trips around adventures, sightseeing, local culture and wellness activities as the primary draw. On the other hand, hotels and operators have responded by integrating those experiences into their core offerings – a strategy sometimes called “experiential hospitality”. Rather than just a place to sleep, an experiential lodge might offer guided hikes, cooking classes, outdoor concerts or volunteer programs as part of the stay.
For clarity, I use “experiential accommodation” broadly: it includes anything from a resort with adventure excursions to a travel company that curates full-itinerary experiences. The key is that activities are front-and-center. As Turneo explains, such offerings mean booking experiences (like tours or classes) first and adding accommodation later. It’s the opposite of the old model. In practice, this could look like a small inn that partners with local guides for daily mountain hikes, or a vacation package that includes artisan workshops and wildlife treks.
Why experiential accommodation matters
Generational Shift. Younger travellers, in particular, crave authentic, active travel. A recent report found that 86% of travellers say that participating in entertainment, sports and cultural activities is “important to overall happiness” on a trip – and this rises to 90% among Millennials and Gen Z. They want to “connect more to a place and its people,” treating travel as a form of play. This shift explains why cultural and outdoor experiences are booming. For example, Oku Japan (a trekking tour operator) reports “a massive amount of interest” in its culinary and cultural tours.
Market Growth. The numbers back it up. Adventure and nature travel are exploding: the global “outdoor economy” is projected to reach $2 trillion by 2032. Wilderness Travel notes a 9% increase in first-time hikers on their European trips and that 17% of 2025 bookings involve multi-day treks across borders. In short, people are packing their boots and bikes, not just suitcases. Even traditional hotel chains are paying attention: brands like Hilton, Hyatt and Marriott are buying into glamping and outdoor accommodation concepts. According to HOTELS Mag, glamping alone is projected to hit $1 billion in U.S. revenue by 2024.
Competitive Differentiation. In a crowded market, experiences are a way to stand out. Properties that offer something unique whether it’s a jungle yoga retreat or a mystery “surprise” trip can capture attention and demand. As one hotel marketing guide puts it, turning stays into stories gives a brand a compelling narrative and boosts web/social traffic. When guests associate a hotel or travel company with “amazing, one-of-a-kind memories”, that can create lasting loyalty.
Beyond gimmicks: sustainable experiences
Not every shiny new concept will endure. It’s easy to confuse novelty with value. A pop-up ice hotel or a one-time VR safari might grab headlines, but the real winners are sustainable, repeatable models. For example, an annual jazz festival in a remote lodge can attract crowds, but it’s an event – it’s not the core business of accommodation itself. In contrast, companies that build their identity around ongoing experiences have staying power.
The difference comes down to integration and purpose. Short-term “gimmicks” might include novelty suites (ice rooms, underwater rooms) or flash experiences (temporary art installations), which can drive a quick PR spike but fade once novelty wears off. The long-term models embed experiences in everyday operations. Successful experiential lodges often share traits like: small-group tours with local guides, authentic cultural content, and an underlying theme (wellness, nature conservation, etc.) that aligns with guest values. In other words, the activities aren’t one-offs – they reflect the brand’s DNA.
In our own portfolio, we watch for this. A company that hinges on unpredictable fads may burn cash; one that delivers consistent, meaningful experiences can scale. For instance, TripGuru is built around nature and community; it leads to repeat customers who care about sustainability. By contrast, a hypothetical example of a gimmick would be a “neon jungle party resort” that might not hold appeal once the Instagram era passes. The goal is to focus on what consumers will still value five or ten years from now, not just what’s shiny today.
Types of experiences gaining traction
Experiential accommodation comes in many flavours. A few prominent categories are:
Nature & Adventure: Hiking, trekking, cycling and camping retreats. Modern travellers often seek “time in nature” and active trips. Wilderness-style lodges partner with guides for multi-day hikes, wildlife safaris, stargazing, or bike tours. For example, Under Canvas’s glamping tents near Zion or Yellowstone let guests sleep under the stars with upscale comforts, riding the cycling boom and outdoor enthusiasm. These immersive natural stays tap into the quest for fresh air, exercise and unplugged experiences.
Cultural Immersion: Local cuisine tours, artisan workshops, community homestays and heritage trails. Travelers want authentic connections to the places they visit. Culinary tours, language lessons, festival participation and similar experiences are on the rise. One adventure operator in Japan saw “massive interest” in its culinary heritage walking tours. Lodges may partner with farmers, chefs or craftsmen so guests learn a regional skill or story as part of their stay.
Yoga/meditation retreats, spa resorts in nature, and healing-focused itineraries. While not explicitly asked, wellness ties in: these stays combine activities (morning meditation in the forest, tai chi) with accommodation. They command premium rates because guests pay for holistic rejuvenation.
Personalized/Mystery Travel: Tech-driven curation and surprise trips. Not purely “lodge”-based but related, companies like Journee show how personalization is evolving. Journee lets travellers fill out a profile quiz and then “secretly” matches them to an unknown destination. The company handles flights, hotels and local experiences so that guests only learn their itinerary at the airport. This softer version of experiential travel appeals to people who want a tailor-made adventure without planning every detail.
Each of these taps into core motivations: seeing new places, learning something unique, or being challenged (or comforted) in a novel way. The most successful experiential lodges often combine elements (e.g. a mountain lodge offering both hikes and cooking classes, or a safari camp with guided treks and community projects).
Why we pay attention
From a venture capital standpoint, experiential accommodation checks a lot of boxes. It’s more than a travel fad, it’s a shift in consumer behaviour that aligns with market growth. Here’s why investors (and founders) should care:
- Retention & Loyalty: Unique experiences create an emotional bond. Customers who have amazing stays tend to become repeat guests and brand ambassadors. As one industry guide notes, “Guests who have unique experiences are more likely to return and recommend”. Loyal customers drive higher lifetime value for any accommodation or tour business.
- Premium Pricing: Bundled experiences command higher rates. Rather than selling plain rooms, experiential operators can charge for curated packages. The same guide points out that “experiential packages can command premium prices compared to standard rates”. In practice, that means a multi-night hike-and-lodge package, or a week of cultural immersion can be priced well above a standard stay, boosting revenue potential.
- Scalability: With the right model, experiences scale. Tech platforms or branded concepts can be rolled out to new locations. For example, TripGuru (our portfolio company) has built a system to offer eco-tours in 25 cities with 350+ experiences. The back-end logistics and digital booking engines allow expansion to other regions without reinventing the wheel. Similarly, an online platform that matches travellers to local guides can be replicated globally. While experiential elements may seem hands-on, many aspects (marketing, booking, even some content curation) are highly scalable.
- Next-Gen Values: Experiential accommodation often aligns with Millennial and Gen Z priorities: sustainability, community impact and personal growth. Travelers increasingly want their trips to “benefit communities and the planet,” as TripGuru puts it. Businesses that support local economies and responsible tourism tap into this value system. That makes them more attractive not only to customers but also to ESG-minded investors.
- Market Tailwinds – The numbers say there’s a runway. We’ve mentioned the $2T adventure travel forecast. Experiential accommodation is riding the broader boom in leisure travel, fitness, and cultural tourism. Funds are flowing into travel startups again, especially those with differentiated models. In effect, VCs see that “hot trend” per a Accommodation Conference recap, hotel deal activity and leisure investment are up as demand for “unique guest experiences” grows.
In short, experiential accommodation can yield strong unit economics. By commanding loyalty and premiums, operators improve margins. By scaling through technology and partnerships, they expand quickly. And by aligning with guests’ values, they capture long-term demand. That combination is very compelling for investors analysing hospitality.
Velocity ventures portfolio spotlights
TripGuru: An Asia-based group tour operator that builds its brand on eco-friendly, small-group adventures. Travelers book multi-day tours in nature and culture (hiking in jungles, temple treks, cooking classes, etc.) across 25 cities. Each tour is led by local “cultural experts” and designed to “benefit you, communities, and the planet”. TripGuru holds Global Sustainable Tourism Council certification and explicitly “prioritizes responsible travel” to preserve nature and heritage. They’ve shown that guests will pay for this commitment: over 50,000 travellers have rated TripGuru’s experiences 95% positive. This company exemplifies a sustainable experiential model – one that drives word-of-mouth and attracts eco-conscious customers.
Journee: A mystery-trip service that caters to adventurous, personalization-seeking travellers. Instead of choosing a destination, customers complete a questionnaire about their tastes, and Journee “secretly matches” them to a surprise location. On the big reveal day at the airport, everything is planned: flights, a handpicked hotel and curated local activities. While Journee’s approach isn’t purely nature-based, it illustrates the “softer take on personalization” in travel. It combines lodging with a package of experiences, capitalizing on the desire for surprise and discovery. Journee’s success (thousands of trips sold) shows that even indirect experiential concepts – in this case using mystery as the twist – can find a market.
Both companies share a technology backbone (online booking and itinerary tools) and a focus on next-gen travellers. We continue to invest in enhancing their platforms and expanding their experiences. These examples show how founders can turn the experiential trend into a scalable business.
Conclusion
Experiential accommodation is more than a buzzword, it’s a new horizon for hospitality. Travellers today expect accommodations to entertain, educate or inspire them, not just host them. From eco-tented camps to culinary journeys, the stay itself is part of the adventure. For investors and founders, this shift means rethinking value in hospitality: not just occupancy rates, but guest memories.
Looking ahead, I believe experiential accommodation will keep evolving. We’ll see more tech-enabled personalization, deeper partnerships with communities, and creative accommodation concepts. Those who build real, repeatable experiences (not just one-off attractions) will win. And as long as consumer demand stays strong which all indicators suggest it will as this segment offers attractive returns.
In short, the rise of experiential accommodation is a reminder that in hospitality, value is created as much by the things guests do as by the bed they lie in. Venture investors are paying attention because they recognize that experiences can be the key to loyalty and premium growth. The message to founders and fellow investors: align your business with what guests truly want next – and the market will follow.
