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From Lobbies to Guest Rooms, Biophilic Design Makes Nature Hotels’ Next Big Thing
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Date:
25 Aug 2025
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A new wave of nature-integrated hospitality is emerging as the next major trend in hotel development, according to Glenn Haussman, host of No Vacancy and longtime industry observer.
“One of the things I’m seeing right now is outdoors, nature, sustainability as being the next big area,” Haussman says, pointing to a growing movement that’s reshaping hotel design and guest experiences.
The Evolution of Luxury Nature Experiences
This trend isn’t limited to budget-friendly outdoor accommodations. Haussman points to luxury brands embracing the nature-focused approach: “I love what my friend Raul Leal, the CEO of Starwood Hotels is doing right now with 1 Hotels, which is a luxury brand that’s focused on sustainability.”
The strategy appears particularly effective in attracting evolved luxury travelers. These properties are “appealing towards the W Hotels mindset guests from the 90s, now that they’re 30 years older,” Haussman explains. “They have more money, but their desires and needs are different.”
Mainstream Adoption
Major hospitality brands are taking notice. “Western just franchised the glamping property… outside somewhere in Utah, outside a national park,” Haussman notes. New entrants like Field and Stream are also launching hotel concepts “focused more on outdoors.”
The trend extends beyond traditional hospitality players. Haussman cites innovative concepts like “Auto Camp that are helping you go outside”as examples of how the industry is evolving to meet changing consumer preferences.
The Technology Escape
According to Haussman, this nature-focused trend responds to growing consumer fatigue with technology-dominated environments. “I’m really bullish on connecting nature to the hospitality experience that helps you get away from this technological race that we’re in every single day,” he says.
However, he emphasizes this doesn’t mean abandoning modern conveniences: “I’m not saying people are gonna put away their phones, but I am saying that it is nice to utilize biophilic design to bring the outside in and also leverage the outside as part of the overall experience.”
Solutions and Implementation
Haussman suggests the integration of nature into hotel design can take various forms, from full outdoor experiences to more subtle biophilic design elements. He points to evidence from healthcare settings where “people heal faster and get the heck out of the hospital when there’s biophilic design incorporated into it.”
As the hospitality industry continues to evolve, this connection to nature appears positioned to become an increasingly important differentiator for properties seeking to attract today’s experience-focused travelers.
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