A Legendary Outdoor Brand Just Entered the Resort Business — and Its First Property Is in One of America's Wildest Landscapes

Eddie Bauer, the century-old outdoor brand, has officially entered the hospitality business. Travel + Leisure Co. launched Eddie Bauer Adventure Club on May 11 with its debut property in Moab, Utah — a 39-suite resort positioned as a basecamp for exploring some of the American West's most dramatic landscapes.

The partnership with Authentic Brands Group, which owns the Eddie Bauer brand, marks Travel + Leisure Co.'s latest push into experience-driven vacation ownership. It joins a growing portfolio that includes Sports Illustrated Resorts, Margaritaville Vacation Club, and Accor Vacation Club.

What the Resort Looks Like

The Moab property features studios and one-, two-, and three-bedroom suites with kitchenettes or full kitchens, in-unit laundry, and living areas designed with outdoor-inspired materials. The resort emphasizes sustainability with refillable hydration stations, reusable bottle programs, and reduced single-use plastics.

Guests get direct access to hiking, mountain biking, river rafting, off-roading, and stargazing — with Arches National Park and Canyonlands National Park both nearby.

The Bigger Trend

The launch reflects a broader shift in the resort industry toward experiential, nature-based hospitality. Traditional beach and pool resorts still dominate, but a growing segment of travelers — particularly younger demographics — are seeking accommodations that serve as launching pads for adventure rather than destinations in themselves.

Founding owners of the Eddie Bauer Adventure Club receive perks including an annual curated excursion for two, priority booking, and 50% savings on Eddie Bauer apparel and gear. Travel + Leisure Co. has not yet announced additional locations, but the vacation-ownership model suggests further expansion is planned.