Travel + Leisure Co. Expands Eddie Bauer Adventure Club with Under Canvas Partnership
Event summary
- Travel + Leisure Co. launched Trail Partners, a network of outdoor hospitality partners for Eddie Bauer Adventure Club members.
- Under Canvas is the first Trail Partner, offering access to 18 properties across North America.
- Eddie Bauer Adventure Club members can use credits to book stays and excursions with Trail Partners.
- The first Eddie Bauer Adventure Club Basecamp opened in Moab, Utah earlier this year.
The big picture
Travel + Leisure Co. is strategically expanding the utility of its Eddie Bauer Adventure Club by integrating external hospitality partners, a move that aligns with the broader trend of enhancing vacation club offerings through partnerships. This initiative could position the company more competitively in the outdoor leisure market, particularly as demand for experiential travel continues to rise. The success of this expansion will hinge on the ability to scale the Trail Partner network while maintaining the quality and exclusivity of the Eddie Bauer brand.
What we're watching
- Network Expansion
- How quickly Travel + Leisure Co. can onboard additional Trail Partners to enhance the value proposition for Eddie Bauer Adventure Club members.
- Member Engagement
- Whether the addition of Trail Partners will drive higher utilization rates and satisfaction among Eddie Bauer Adventure Club members.
- Revenue Growth
- The pace at which the Trail Partner network can contribute to incremental revenue through increased bookings and add-on services.
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