Inspired by nature: Embracing seasonal hospitality
In a world where travellers are seeking deeper, more meaningful experiences, hospitality brands are finding innovative ways to connect with their guests. One growing trend is the celebration of the seasons, offering a unique opportunity to enhance the guest experience by reconnecting with nature. This approach not only sets the stage for premium, immersive events but also aligns with the desires of travellers who value authenticity and sustainability.
Embracing Nature's Rhythms
Seasonal celebrations are more than just a nod to the changing weather—they are a way for hospitality businesses to create memorable, sensory-rich experiences that resonate on a deeper level. By aligning their events with nature’s rhythms, these brands are fostering a sense of place and connection that modern travellers crave.
Exemplary Destinations Leading the Way
1. BLACKBERRY FARM, TENNESSEE
Nestled in the foothills of the Great Smoky Mountains, Blackberry Farm is a prime example of a hospitality brand that puts the seasons at the heart of its offer. This luxury resort offers seasonal farm-to-table dining experiences, utilising ingredients harvested from their own farm. In warmer months, fly fishing, outdoor yoga and boat rides are available to guests. During Autumn, they can partake in activities like apple picking, horse riding, and garden walks, all while enjoying the vibrant foliage.
Photos courtesy of Blackberry Farm
2. THE NEWT, SOMERSET
The Newt in Somerset is a quintessential example of a European retreat, that celebrates the seasons with charm. This luxury country estate offers a variety of seasonal activities that connect guests with the natural beauty of the English countryside. In spring, the gardens burst into bloom, and the team offer guided tours that highlight the horticultural splendour. Summer features outdoor theatre performances and picnics amidst the lush landscapes. Autumn brings apple harvesting in the estate's orchards, complete with cider making demonstrations, while winter transforms the grounds into a festive wonderland with holiday markets and woodland walks. Each season at The Newt is thoughtfully curated to provide guests with an immersive and authentic experience.
Photos courtesy of The Newt
3. VIGILIUS MOUNTAIN RESORT, ITALY
Situated in the South Tyrolean Alps, Vigilius Mountain Resort is an outstanding example of a European retreat that excels in seasonal hosting. This eco-friendly resort, accessible only by cable car, offers a range of seasonal activities that emphasize wellness and a deep connection to nature. In winter, guests can enjoy snowshoeing and guided alpine hikes, while summer brings opportunities for mountain biking, yoga retreats, and forest bathing sessions. The resort’s commitment to sustainability and harmony with the natural environment enhances these immersive experiences, making each visit a unique celebration of the changing seasons.
Photos courtesy of Vigilius Mountain Resort and Tobias Kaser
Crafting Immersive Seasonal Events
To truly capitalise on the allure of seasonal celebrations, hospitality brands should focus on crafting events that engage all the senses. Here are a few strategies:
SEASONAL STYING:
Transform spaces with decor that reflects the season. Think vibrant flowers in spring, cozy throws and fire pits in winter, and harvest-themed centerpieces in fall.
LOCAL INGREDIENTS:
Collaborate with local farmers and producers to create menus that showcase the best of each season. Guests will appreciate the freshness and locality of the food and drink options.
THEMED ACTIVITIES:
Offer activities that highlight the season’s unique features. This could include summer yoga sessions on the beach, autumn wine tastings, winter sleigh rides, or springtime garden tours.
WELLNESS AND SUSTAINABILITY:
Incorporate wellness and sustainability into your seasonal events. Guests are increasingly looking for experiences that not only delight but also align with their values. Consider hosting workshops on sustainable living or offering spa treatments using locally sourced, seasonal ingredients.
Seasonal celebrations offer hospitality brands a compelling way to build deeper, longer lasting connections with their guests. By leveraging the beauty and bounty of the relationship between the changing seasons and their location, hospitality brands can create a rich tapestry of experiences that captivate and inspire, ensuring their guests return year after year to create new memories.
