Introducing Trailborn, a New Hospitality Brand Inspired By the Great Outdoors

For some travelers, exploring a new-to-them setting in nature makes for a fantastic vacation. From national parks and serene seashores to remote islands, there are any number of ways to opt outside — and clients don’t have to skimp on comfort to do so.

One way to soak in a stunning locale while still enjoying a high-end hospitality experience is with Trailborn, a new and expanding hospitality brand inspired by the beauty of the great outdoors. Trailborn debuted less than a year ago with a boutique property outside of Rocky Mountains National Park in Estes, Colorado. A hotel in Highlands, North Carolina, is also open, and a location in Williams, Arizona, (right near the Grand Canyon) is set to follow.

We checked in with Mike Weiss and Ben Weinberg, founders and CEOs of Trailborn, as well as COO Matt Werner, to learn more about the team's love of outdoor hospitality and their vision for the brand.

Can you share the story behind the creation of Trailborn, and the core values that define it?

Mike Weiss: Ben and I founded Trailborn because we believe life should be an adventure. Some of our most cherished memories come from exploring stunning outdoor destinations with friends and family, but when we sought out places to stay in these remarkable spots, we found that the aspirational lifestyle hotels we desired were missing. We created Trailborn to fill this gap, offering unique hotels that serve as the perfect base for discovering extraordinary outdoor locales. 

When we sought out places to stay in these remarkable spots, we found that the aspirational lifestyle hotels we desired were missing. We created Trailborn to fill this gap.

Can you share more about what sets the brand apart from other outdoor-centric accommodations in terms of design?

MW: Our distinctive design, unique guest offerings and exceptional food and beverage programs set us apart. Each Trailborn hotel is thoughtfully designed to honor and reflect its surrounding nature and community, and both properties incorporate decorative elements created and inspired by local artists. Trailborn Rocky Mountains features a rustic yet modern mountain aesthetic, while Trailborn Highlands showcases design elements inspired by the region’s history of quilting, printmaking and pottery.

We've partnered with renowned firms — Trailborn Rocky Mountains collaborated with Electric Bowery, while Trailborn Highlands worked with studio LoveIsEnough — to transform each property’s guestrooms and public areas, and to incorporate sustainable materials whenever possible.

What kind of guest experiences do Trailborn properties offer?

MW: Experiences vary by property; we partner with local guides and experts to offer classes and excursions to immerse guests in nature. Trailborn Rocky Mountains currently offers summer pig roasts, sunrise hikes, fly fishing, a night sky rafting trip, candle making, children’s wilderness classes and an in-room camping experience for children. Trailborn Highlands currently offers forest bathing, cocktail-making classes, rock climbing, hikes, fly fishing trips and a pressed botanical workshop. 

Then, at each of our locations, we craft bar and restaurant experiences that cater to both hotel guests and the local community. For example, in the Rocky Mountains, we opened Casa Colina, a vibrant Mexican taco spot with a casual, drink-focused atmosphere that has become a hotspot for locals and guests. In Highlands, North Carolina, we’ll soon be introducing the Highlands Supper Club, a destination restaurant serving Southern cuisine in a reimagined historic log cabin originally built in 1924. 

How else do you incorporate local culture and environmental sustainability into the design and operations of the hotels?

MW: We intentionally partner with local businesses and artists to amplify the connection between our guests and the destination, so that they leave having an authentic experience. We also love to work with local businesses to curate our amenities. For example, Trailborn Rocky Mountains collaborates with Huckleberry Roasters, a Colorado-based coffee company, for its coffee program. The team also works with Rocky Mountain Conservancy to support local land conservation efforts. Meanwhile, Trailborn Highlands celebrates the region’s biodiversity and abundance of flowers by offering wildflower seed packets to guests upon arrival. We also partner with the Highlands-Cashiers Land Trust, which focuses on conserving the surrounding forests, wetlands and vistas (home to the greatest number of rare and endemic plants and animals in the Southern Appalachians). 

Ben Weinberg: Additionally, sustainability is a core principle [of the company]. As part of our Keep Extraordinary initiative, each property donates a percentage of every reservation booked on our website to local organizations that support the preservation of the great American outdoors. Each hotel is also powered by renewable energy from non-carbon sources whenever feasible, and we prioritize sustainable building practices and materials, such as furniture crafted from fallen trees on the property. Our on-site amenities are designed to minimize waste, featuring options like reusable water bottles for purchase and convenient water stations throughout the property for refills.

How do you balance luxury and comfort with a connection to nature and a sense of adventure?

MW: When staying at a Trailborn hotel, guests are afforded access to full-service restaurants and bars, pools and unique in-room amenities that ensure guests can relax and unwind after a long day outdoors — many of these details are not available at traditional hotel accommodations in these destinations. 

Our programming also offers a luxurious element, whether it is nightly fireside s’mores at Trailborn Rocky Mountains or the Nordic spa we will soon open at Trailborn Highlands. With that said, our team encourages guests to get outside by offering bookable excursions and digital field guides on our website, and a printed local “Guide To Your Stay” in each room. 

What should travel advisors look out for in terms of brand growth? 

BW: Throughout the next year, we will be opening new properties in the Grand Canyon; Wrightsville Beach, North Carolina; and Mendocino, California. All of these forthcoming hotels are in truly beautiful and iconic locations, and we’re excited to expand our footprint and help bring travelers closer to nature. 

How is Trailborn prepared to work with, and support, advisors?

Matt Werner: Trailborn is committed to fostering strong relationships with travel advisors. We aim to enhance their clients’ experiences and provide a seamless booking process. Trailborn will offer a 10% commission to support and incentivize their efforts, in addition to discounted rates for travel advisors to experience our properties firsthand.