Gaylord Hotels Bets Big on Immersive Holiday Experiences – and the Logistics Behind Them

NEW YORK, NY – November 20, 2025

The Rise of Experiential Travel & Gaylord's Strategy

As consumers increasingly prioritize experiences over material possessions, the travel industry is undergoing a significant transformation. Resorts are no longer simply offering lodging; they are crafting immersive environments designed to create lasting memories. Gaylord Hotels, owned by Marriott International, is at the forefront of this trend, staking its claim as a premier destination for holiday magic. Across five of its resorts – in Nashville, Denver, Orlando, Washington D.C., and Dallas – the company is again transforming its properties into elaborate winter wonderlands, complete with millions of twinkling lights, miles of garland, and a signature attraction that pushes logistical boundaries: ICE!.

This isn’t merely about festive decoration; it’s a deliberate strategy to capture a larger share of the lucrative holiday travel market. “People are looking for that ‘wow’ factor,” explains one industry analyst. “They want to be fully transported, to feel like they’re stepping into a different world. Gaylord has clearly recognized this shift and is investing heavily in creating those experiences.” The scale of the undertaking is considerable – each resort’s transformation requires months of planning and a massive influx of resources – but the potential payoff, in terms of increased bookings and positive brand association, is substantial.

Behind the Scenes: A Logistical Iceberg

The sheer complexity of bringing these holiday visions to life is staggering. While most resorts implement seasonal décor, Gaylord Hotels’ approach is on another level. The centerpiece, ICE!, requires over 60 days to install and employs a team of over 40 artisans flown in from Harbin, China – renowned for its ice and snow sculpting expertise. More than two million pounds of ice are carved into elaborate scenes based on popular holiday stories. The exhibit is maintained at a frigid 9 degrees Fahrenheit, requiring guests to don provided parkas to withstand the chill.

“It’s not just about the artistry; it’s about the engineering,” reveals a source familiar with the ICE! installation process. “Maintaining that temperature requires a significant energy output, and ensuring the structural integrity of the ice sculptures demands meticulous attention to detail.” Beyond ICE!, the installation of millions of lights, elaborate garland displays, and themed villages requires a dedicated team of decorators, electricians, and event planners working around the clock. The resorts begin preparations as early as July, transforming common areas, ballrooms, and outdoor spaces into winter wonderlands. “The amount of coordination required is immense,” states one resort manager. “It’s like orchestrating a massive, multi-layered production.”

The Cost of Magic – and Consumer Expectations

While the immersive experiences are undeniably captivating, they come at a price. Reviews of Gaylord properties consistently highlight the high cost of lodging, dining, and attractions. While many guests praise the beauty and grandeur of the resorts, some express concern about the overall value proposition. “It’s a magical experience, but it’s definitely not budget-friendly,” says one recent visitor. “Everything from parking to meals adds up quickly.”

The pressure to create “Instagrammable” moments and “perfect” family vacations has also contributed to rising expectations – and costs. Families are increasingly willing to spend more on experiences that will generate social media buzz and create lasting memories. However, this creates a potential disconnect between aspiration and affordability. “There’s a real tension between wanting to create these unforgettable experiences and ensuring they’re accessible to a wider range of families,” notes a travel industry observer. “Resorts need to find a balance between offering premium experiences and remaining competitive in a price-sensitive market.”

One analyst suggests that transparency in pricing and offering a wider range of options – from basic room packages to all-inclusive experiences – could help address consumer concerns. “Providing clear value and allowing guests to customize their experience can go a long way in building trust and loyalty.”

Looking ahead, the success of Gaylord Hotels’ strategy will depend on its ability to navigate these challenges – balancing the desire to create immersive, unforgettable experiences with the need to remain competitive, sustainable, and accessible to a broad range of consumers. The company’s commitment to innovation and its willingness to invest in creating magical moments suggest that it is well-positioned to continue leading the way in the evolving landscape of experiential travel.