Travel + Leisure Co. has launched Eddie Bauer Adventure Club, a new vacation ownership and hospitality concept developed in partnership with Authentic Brands Group, owner of the Eddie Bauer brand.
The debut of the new brand—which opened its first destination in Moab, Utah—marks Eddie Bauer’s first entry into hospitality. The concept is designed around outdoor travel experiences and branded accommodations tied to the company’s “Live Your Adventure” positioning.
The Moab property includes 39 suites with studio, one-, two- and three-bedroom configurations. Accommodations have kitchenettes or full kitchens, in-unit laundry and living areas. The resort is located near Arches National Park and Canyonlands National Park and incorporates sustainability initiatives including refillable hydration stations, reusable bottle programs and reduced single-use plastic amenities.
“The launch of Eddie Bauer Adventure Club marks an exciting evolution for our company as we continue to expand into experience-driven hospitality,” Michael Brown, president and CEO of Orlando, Fla.-based Travel + Leisure Co., said in a statement. “Moab is the ideal first destination—where the brand’s legacy of adventure can come to life in a meaningful way. This is just the beginning as we build a new kind of vacation club experience centered on exploration and connection.”
“For a brand built on ‘Live Your Adventure,’ the debut of Eddie Bauer Adventure Club is about extending the brand beyond products and into lived experience,” added David Brooks, EVP, Action Sports at Authentic.
Travel + Leisure Co.’s hospitality portfolio includes partnerships and brands such as Sports Illustrated Resorts, Margaritaville Vacation Club, Accor Vacation Club, Club Wyndham, WorldMark and RCI.