With more and more unique stays coming online, how do we continue to differentiate ourselves?
This is something I'm surprised people don't ask about more often.
My friend Zach Busekrus finally got this out of me in our recent roundtable discussion with Isaac French and Nick Purslow.
And I thought this would be the perfect opportunity to dive even deeper with you all.
While most people are focused on what's working now and what’s worked in the past, they forget to look at where the puck is going.
Here’s where I think the future of our industry lies…
Our first two developments were the perfect entry into landscape resorts–
✅ Onera Fredericksburg:
- 12 unique units with private cedar soaking tubs
- Amenities area with a fire pit, pool, lounge areas and sauna
- 5 minutes from downtown Fredericksburg (no F&B needed)
✅ Onera Wimberley:
- 12 Spyglass units elevated 30ft in the air
- 16 Greenhouse units with native grass & wildflower roofs
- A massive infinity edge pool and 150-person event center
And we learned A TON from them.
But it’s been almost 4 years since we broke ground on our first project. The outdoor hospitality landscape has changed.
There are more safari tents, glamping stays and tiny cabin projects than ever before.
A great thing for guests– offering a ton of options to reconnect with nature.
And for operators– giving us more data (and guest feedback) to help us bring future projects to life.
But a “more of the same” mindset isn’t going to get us the results that we have grown accustomed to. There are just more players now, shifting guests’ perceptions of “unique.”
This is where I think the puck is going…
Amenity heavy stays.
Up until now all of us have crushed it developing unique stays–
Unique unit designs, Instagrammable stays (inside and out), insane land features and views… all leading to amazing social media traction and direct bookings.
But the more similar properties that pop up, the more they start to blend together in the eyes of the guests and the less “unique” they become.
It’s our job to continue to push boundaries.
I think amenity-focused properties are next up in the unique stays space.
It’s something most operators haven’t fully dove into.
A lot of us likely have a pool as the main amenity and then maybe a sauna, pickleball court and/ or lounge area got added as an “after thought.”
But those aren’t what I’m talking about.
I’m talking going all-in on amenities:
- Pools blending into the landscape
- Gyms so inspiring people book day passes just to check it out
- Yoga spaces overlooking amazing views
- Landscape inspired co-working spaces
- Outdoor dining areas reminiscent of those at African safari lodges
The list of potential opportunities is endless.
Yet there is one niche, ripe with opportunity for amenities, that excites us the most– wellness stays.
Why we are going all-in on wellness:
Outside of the fact that wellness travel has exploded in the past decade (predicted to be 8%+ of all trips by 2027) it hits on the core reason for traveling–
To recharge from daily life.
When people book a trip, they are looking to escape the chaos of their day-to-day. We see it with couples at Onera and I’m sure you guys see it at your projects too.
Wellness travel isn’t a secret though– big brands like Miraval, Four Seasons and Ritz Carlton have been capitalizing on it for the last decade.
Offering guests spa retreats, curated F&B packages, personalized classes and wellness experiences.
These properties crush it and more importantly– prove to us that there is real demand for the products.
But there’s a HUGE opportunity in the niche still…
Bringing in the unique stay/ landscape resort vibe.
Current offerings miss out when it comes to inspiration.
(aside from brands like Six Senses and Aman, but they are out of 99% of guest’s price ranges)
Most wellness-focused properties tend to be larger-scale resorts with 120+ rooms, featuring uninspiring, traditional pools and spas. While they claim to be nestled in nature, they often feel more like conventional resorts than secluded retreats.
Imagine instead:
✔️ A gym with insane views and inspiring architecture
✔️ Instagrammable pools, recovery areas & lounges
✔️ Yoga/ mediation decks tucked into the landscape
✔️ Dozens of unique landscape resort units
✔️ Spas tucked away by the riverside
✔️ Curated wellness experiences
Combining the proven wellness travel demographic with some of what we do best– inspiring architecture and designs in amazing landscapes.
We have to keep pushing the envelope in the unique stay and landscape resort space. Even unique stays can get saturated if all we do is continue to build “more of the same.”
I see the next wave of innovation in our niche being heavily amenity-focused, whether that be in wellness resorts or another niche. We have to keep showing Modern Travelers what is possible.
___________________
Exciting news for your property!
We’ve expanded the Oasi team to bring you the same strategies and expertise that fueled Onera’s success.
From boosting your social media presence and marketing strategies, to optimizing pricing and offering full-service property management, we’re ready to help you attract the Modern Traveler and maximize your returns.
Fill out an inquiry here and let’s explore how we can work together.
See you guys next week!
-Ben Wolff
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📸 Looking to Learn More? Check Out My Daily Content on Instagram
🎥 Check Out My Episode on UpFlip Breaking Down The Story & Numbers Behind Onera
🎥 Check Out My Roundtable with Isaac French, Zach Busekrus and Nick Purslow on the Future of Unique Hospitality
Ben Wolff
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