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5 New Hotel Brands Respond to Travelers’ Wants

May 24, 2023


Innovation and growth are hallmarks of the hospitality industry, two attributes that are reflected in the constant stream of hotel brand launches. Consider the current crop of newcomers such as ULUM, the safari-like offshoot from glamping company Under Canvas that debuted in the scenic Moab, Utah desert with high-end tent accommodations by New York- and Los Angeles-based Design360 and Under Canvas’ vice president of design Ben Landry.

Field & Stream Lodge Co., a forthcoming collaborative venture from Starwood Capital Group and AJ Capital, will also attract outdoor enthusiasts. An extension of the namesake camping and fishing gear retailer that traces its roots to 1871, Field & Stream will establish properties close to mountains, beaches, and national parks to maximize recreational opportunities.

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