Colorado-based Collective Retreats is aiming for a major expansion with a new round of investment that includes backing from one of the leaders in the evolution of modern luxury.
According to Travel Weekly, the company announced Wednesday (Dec. 13) that Simon Turner, former president of global development for Starwood Hotels and Resorts Worldwide, known for its innovation with brands like W, is joining the company as an investor and advisor.
Collective Retreats also said it has closed a new round of $10 million in funding, four times the $2.5 million investment it used to launch its first five resorts.
“This is a major expansion of the brand and really a fantastic growth moment,” said Collective Retreats founder and CEO Peter Mack, who also used to be at Starwood.
Turner said the brand, which was unveiled earlier this year after a soft launch of resorts in Vail, Yellowstone and New York’s Hudson Valley, “is shaping the future of the experiential travel industry, as today’s travelers are craving new, authentic experiences that are closely connected to and enriched by their destination.”
The “resorts” are luxury camps that offer all the amenities and services of a luxury hotel, from 1,500-thread-count sheets to in-room massages, personal concierges and gourmet chefs.
They are portable, so they can be placed on the side of a mountain, in the middle of a vineyard or even inside special venues like museums, to offer that true sense of place that today’s luxury travelers crave. They can also be shuttered or moved during off-seasons, making them much lighter assets than buildings.