Field & Stream Lodge Co. to Open New US Properties in 2028

Two New Properties Planned for 2028

Field & Stream Lodge Co., a hospitality platform established by Starwood Capital Group and AJ Capital Partners, is set to expand its presence with two new hotels in the United States. Both properties are scheduled to open in 2028. One will be a 151-room establishment in Bend, Oregon, which involves the transformation of the former Shilo Inn.

The second will be a 148-room property located along Village Road in Big Bear, California, following a renovation of the former Holiday Inn Resort Big Bear, according to a Wednesday news release from the company.

Year-Round Recreation Drives Location Choices

The selection of Bend and Big Bear aligns with Field & Stream Lodge Co.'s strategy to target destinations known for year-round outdoor activities. This approach mirrors the brand's debut in Bozeman, Montana, in May 2025.

Scott Ebbott, a principal at AJ Capital, stated that these locations were chosen for their similarity to Bozeman, describing them as “towns built around getting outside with true, year-round adventure in every direction.” Ebbott further noted that the company observes a continuous shift of travellers from urban centres to these types of outdoor-focused towns.

Oregon and California Lodge Amenities

The forthcoming Oregon lodge, situated near the Deschutes River, renowned for steelhead fishing, will provide guests with access to skiing, mountain biking, and climbing throughout the year. It is also located less than 2 miles from downtown Bend, an area known for outdoor lifestyle brands, craft breweries, and the world's last remaining Blockbuster store.

The Big Bear hotel in Southern California will feature a restaurant, meeting spaces, suites, and an outdoor pool and hot tub. The property is a 10-minute walk from the 3,000-acre Big Bear Lake, offering boating and water sports in summer, and access to 680 acres of ski terrain in winter.

Outdoor Hospitality Growth and Asian Market Response

The expansion by Field & Stream Lodge Co. is part of a broader trend in the hospitality sector, where major players are investing in outdoor-centric accommodations to meet growing traveller demand for nature-focused experiences.

Marriott International, for instance, added the Reset Hotel near Joshua Tree National Park to its Outdoor Collection by Marriott Bonvoy in late July, which launched in 2025. Hilton has also grown its outdoor hospitality offerings through a partnership with AutoCamp, while BWH Hotels introduced a collection of glamping retreats earlier this year.

This trend could see Asian hospitality groups, such as Accor or Shangri-La, exploring similar nature-focused lodging concepts in popular outdoor destinations like Hokkaido, Japan, or the mountain regions of Vietnam, by late 2027, to cater to increasing demand for experiential travel.