In 2026, travel will be defined not by destinations, but by one-of-a-kind experiences that weave adventure, comfort, and meaning together like never before.
The Shift: From Destinations to One-of-A-Kind Experiences
The landscape of travel is changing fast. For years, bucket lists revolved around places: Paris, the Grand Canyon, Bali, Patagonia. But a new generation of travelers—especially Millennials and Gen Z—are prioritizing one-of-a-kind experiences over location. It’s less about “where can I go?” and more about “what can I feel, do, and remember*?”
This seismic shift has prompted both global hotel giants and niche curated platforms to adapt. On one end of the spectrum is Marriott Bonvoy Outdoors, the hospitality powerhouse’s new outdoor travel platform. On the other is Atlas + Wild, a cinematic, story-driven discovery platform for unique stays and adventures.
Both are riding the same wave—but in completely different ways.
Marriott Bonvoy Outdoors: Adventure Goes Mainstream
When Marriott—a brand synonymous with urban hotels, loyalty points, and global scale—decides to launch a wilderness platform, you know something big is happening. The Outdoor Collection, launched under Marriott Bonvoy Outdoors, taps directly into travelers’ hunger for one-of-a-kind experiences that connect them to the natural world.
Think design-forward cabins nestled beside national parks. Boutique hotels steps away from trailheads. Glamping options with elevated amenities. Marriott has partnered with brands like Trailborn Hotels and Postcard Cabins to bring wilderness to the mainstream.
The way you search is changing too: rather than starting with a city, Marriott’s new platform lets travelers search by activity—hiking, kayaking, biking, stargazing—and then find accommodations built around those adventures. It’s an activity-first model that reframes how travelers approach their trips.
They’re even gamifying the journey. Their “Drop Pin Challenge” sprinkles hidden pins across North America, rewarding adventurous travelers with Bonvoy points when they find them. Marriott is taking the concept of loyalty and infusing it with play, accessibility, and outdoor immersion.
The message is clear: adventure is no longer niche—it’s luxury.
Atlas + Wild: Curated Magic and Soulful Discovery
While Marriott brings scale, Atlas + Wild brings soul. Rather than building an inventory of thousands of listings, Atlas + Wild curates only the most cinematic, meaningful, and immersive stays around the world.
This isn’t just about finding a place to sleep; it’s about discovering one-of-a-kind experiences that stir something deep inside. Picture falling asleep in a glass house beneath the Northern Lights. Whispering your vows at the edge of a hidden waterfall. Spending the night in a mirrored cabin that disappears into an Icelandic lava field.
Atlas + Wild focuses on four pillars:
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Curation over volume – every stay is handpicked, often tucked away from the mainstream.
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Narrative and story – each listing carries a sense of discovery, almost like a secret shared between travelers.
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Adventure-first ethos – couples can search by landscape, adventure type, or “spin” the wheel for surprise escapes.
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Connection to place – emphasis on local, sustainable, and intentional travel.
While Marriott provides structure, Atlas + Wild provides serendipity. Where Marriott gives you activity filters, Atlas + Wild gives you a story to step into.
Parallels That Signal a Broader Trend
At first glance, Marriott and Atlas + Wild seem like opposites. One is a corporate giant entering the wilderness. The other is a boutique curator championing off-the-beaten-path stays. But their strategies actually reveal the same cultural undercurrent:
| Element | Marriott Bonvoy Outdoors | Atlas + Wild | 2026 Trend |
|---|---|---|---|
| Core Offering | Outdoor stays with activity-based search | Unique stays curated through narrative | Experiences that blend comfort and adventure |
| Scale | Global, structured, loyalty-driven | Boutique, selective, story-driven | Hybrid models gaining traction |
| Target Traveler | Adventure-curious mainstream | Adventure-obsessed explorers | A spectrum of travelers wanting more |
| Positioning | Accessibility and loyalty benefits | Exclusivity and emotional connection | Merging ease with meaning |
| Experience Layer | Gamification + activity | Discovery + storytelling | Expectation for both access and depth |
Both brands are responding to the same demand: travelers want more than a bed. They want to experience something unforgettable—whether that’s through curated discovery or structured accessibility.
Divergence That Defines Brand Identity
Where Marriott and Atlas + Wild differ is how they deliver those experiences:
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Scale vs. Selectivity: Marriott aims to make outdoor travel easy for millions, while Atlas + Wild focuses on creating something magical for a few.
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Loyalty vs. Legacy: Marriott uses rewards points and brand familiarity; Atlas + Wild uses narrative and place to create emotional bonds.
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Predictability vs. Surprise: Marriott builds structured activity-based itineraries. Atlas + Wild offers unexpected, almost cinematic moments of wonder.
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Design vs. Discovery: Marriott’s spaces are crafted to be comfortable and Instagrammable. Atlas + Wild’s spaces are chosen because they already tell a story.
These differences don’t make one better than the other—they make them complementary forces in shaping travel’s future.
Why This Fusion Matters for 2026
The emerging trend for 2026 isn’t “corporate vs. indie.” It’s fusion. Travelers increasingly want both ease and depth. They want to book confidently through a global brand—but also carve out soulful, one-of-a-kind experiences that feel theirs alone.
This is where Atlas + Wild can thrive. As Marriott’s Outdoor Collection brings more travelers into the adventure space, platforms like Atlas + Wild can act as cultural guides—helping travelers move beyond the obvious and discover places that stir wonder.
In fact, this trend mirrors what happened in gastronomy: first came mainstream farm-to-table dining, then came micro-curated chef experiences. Outdoor travel is following the same arc.
Marriott may dominate the mass market. But Atlas + Wild will define the narrative of adventure travel in 2026 and beyond. As 2026 unfolds, travelers will seek more than destinations—they’ll crave one-of-a-kind experiences that blend the ease of global brands with the soul of curated escapes, and Atlas + Wild is poised to lead that movement.
Explore More with Atlas + Wild
- Gen Z and Millennial Travel: Reshaping the Industry– How the younger generations prefer to travel and what we can learn from them
- The #1 Ultimate Adventure: An African Safaris – Not all African safaris are the same. Before you book, decide on the type of experience you want to have.
- How to Find Unique Stays Without Falling Into Tourist Traps – Avoid the noise of tourist traps and discover off-the-beaten-path stays that feel deeply persona
- Inside the Most Magical Glass House in Iceland – Designed for travelers seeking complete immersion in nature – is that you?
- How to Effortlessly Pack Like a Flight Attendant – Learn to pack with purpose: intention over excess, ease over chaos, and style without the weight.
