Under Canvas

What Under Canvas does

Under Canvas is a U.S.-based luxury outdoor hospitality company that operates safari-inspired glamping resorts in close proximity to major national parks. Founded in 2009 and headquartered in Belgrade, Montana (with operational sites across the country), the company runs 17 camp locations near landmarks including Yellowstone, Grand Canyon, Zion, Bryce Canyon, Yosemite, Glacier, Acadia, and Great Smoky Mountains. Its core product is a portfolio of canvas tent types — Deluxe, Stargazer, Suite, Safari, and family configurations with adjacent kids' tents — equipped with hotel-quality amenities such as king-size West Elm beds, ensuite bathrooms, wood-burning stoves, and private decks. Six properties carry DarkSky International certifications, and signature multi-tent suites (e.g., Hoodoo Suite, Cadillac Mountain Suite, Mount Washington Suite) address the family and group segments.

The company makes money primarily through nightly accommodation rentals priced from approximately $251 (White Mountains entry rate) to $370–$650 per night (Yosemite), with secondary revenue from on-site dining, guided adventure experiences (hiking, fly fishing, horseback riding, rafting), camp programming, and weddings/events. Distribution is overwhelmingly direct-to-consumer via the company's website booking engine, supplemented by an exclusive 2024 partnership with Hyatt Hotels Corporation that integrates Under Canvas into the World of Hyatt loyalty program (notably via the Camp Unwritten program with Reese's Book Club). Under Canvas is owned by KSL Capital Partners following an acquisition, and the brand has sub-brands including ULUM Moab and The Outdoor Collection.

Following Matt Gaghen's tenure as CEO (2020–2026) under which the company expanded to 17 destinations, Noah Brodsky — previously chief commercial officer at Lindblad Expeditions and a senior executive at Travel + Leisure Co. and Wyndham Hotels & Resorts — was appointed CEO in May 2026, with Gaghen transitioning to Chairman. The company is privately held, employs 101–250 people, and has won extensive editorial recognition from Condé Nast Traveler, Travel + Leisure, National Geographic, TIME, and TripAdvisor across multiple properties and years.

Name

Under Canvas

Legal name

Under Canvas

Website

https://undercanvas.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

101–250 employees

Short description

Under Canvas operates 17 safari-inspired luxury glamping resorts near major U.S. national parks, offering canvas-tent accommodations with hotel-quality amenities to affluent travelers, couples, and families. The PE-backed company is owned by KSL Capital Partners and distributes primarily through direct booking and an exclusive Hyatt loyalty partnership.

Ownership category

akta.pro rank

Product category

Luxury Outdoor Hospitality (Glamping)

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214), RV (Recreational Vehicle) Parks and Recreational Camps (7212)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Safari Camps & Tented Lodges (THAGAOAF)

akta.pro secondary industries

Safari Lodges & Tented Camps (THAAAHAC), Safari & Wilderness Luxury Resorts (THAGACAD)

Keywords

• Luxury glamping accommodations
• Outdoor hospitality services
• Safari-inspired tent rentals
• National park lodging
• Experiential travel accommodations

Headquarters

HQ city

Belgrade

HQ country

United States

HQ region

North America

Offices13 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Glamping Accommodations: Nightly rental of safari-inspired canvas tents at 17+ locations nationwide. Guests book stays directly through the website with rates varying by location, tent type, and season. The company operates seasonal camps near national parks with peak season pricing.
2. On-site Dining: Café-style dining, grab-n-go options, and specialty dining experiences at most locations. Some properties feature full restaurant dining while others offer more limited food and beverage options.
3. Adventure Experiences: Adventure concierge services offering add-on experiences including guided hikes, fly fishing, horseback riding, whitewater rafting, and other outdoor activities at each location.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels9 records

Core offering

Under Canvas operates upscale outdoor hospitality resorts offering safari-inspired canvas tent accommodations at 17 locations near major U.S. national parks. The company provides hotel-quality amenities inside luxury tents including ensuite bathrooms, king-size beds, wood-burning stoves, and private decks, with multiple tent tiers (Deluxe, Stargazer, Suite, Safari, and family configurations). Ancillary revenue is generated through on-site dining, guided adventure experiences, camp programming, and event hosting including weddings.

Product overview

Under Canvas is a luxury outdoor hospitality company offering upscale, safari-inspired glamping accommodations at 17 destinations nationwide near U.S. national parks and natural landscapes. The core product consists of various tent types (Deluxe, Stargazer, Suite, Safari, and family-oriented configurations with adjacent kids' tents) providing hotel-quality amenities including ensuite bathrooms, king-size beds, wood-burning stoves, and private decks. Premium suite configurations like the Mount Washington Suite, Yellowstone River Suite, Hoodoo Suite, and Cadillac Mountain Suite combine multiple tents for larger groups. The company also operates ULUM Moab as a distinct sub-brand and The Outdoor Collection featuring diverse properties. Services include on-site dining, guided adventures, camp programming, event hosting, and adventure concierge planning. The portfolio spans diverse regions from Acadia in the East to Yosemite in California.

Differentiator

Problem solved

Functional benefit

Brands

• ULUM Moab: A distinct brand operated by Under Canvas, offering luxury outdoor accommodations in Moab, Utah, near Arches and Canyonlands National Parks.

Products and services

• Under Canvas Glamping Accommodations Luxury outdoor hospitality service offering upscale, safari-inspired canvas tent accommodations at 17 destinations near U.S. national parks, with hotel-quality amenities including ensuite bathrooms, king-size beds, wood-burning stoves, and private decks. Targets affluent travelers, couples, families, and outdoor enthusiasts.
• Deluxe Tent Entry-level Under Canvas tent featuring a plush king-size bed, private ensuite bathroom with shower, sink, and flushing toilet, private deck with lounge chairs, and wood-burning stove with complimentary firewood. Available across all Under Canvas camp locations.
• Stargazer Tent Premium tent featuring all Deluxe amenities plus a night sky viewing window above the king-size bed, designed for couples seeking an elevated outdoor experience with stargazing capabilities at DarkSky-certified properties.
• Suite Tent Spacious tent with all Deluxe amenities plus a lounge area featuring a queen-size sofa-bed, ideal for families or couples seeking extra living space.
• Safari Tent Canvas safari-inspired tent with wood deck flooring, king-size bed, and wood-burning stove, using shared bathhouse facilities with private hot showers, flushing toilets, and sinks located near the tent.
• Family Tent Configurations Family-oriented tent configurations (Deluxe/Kids, Stargazer/Kids, Suite/Kids, Safari/Kids) featuring a private adjacent kids tent with two twin beds, West Elm bean bag chairs, and Starry Night Lights, keeping children close while maintaining privacy.
• Mount Washington Suite Premium family suite at Under Canvas White Mountains combining a Suite Tent with a Deluxe 2 Twin Tent connected by an expansive private deck with outdoor lounge seating, accommodating up to 6 guests with 2 private bathrooms.
• Yellowstone River Suite Elevated family suite at North Yellowstone - Paradise Valley combining a Suite Tent with a Deluxe 2 Twin Tent connected by a private deck with firepit and outdoor lounge seating along the Yellowstone River.
• Hoodoo Suite Signature family suite at Bryce Canyon combining a Suite Tent with a Deluxe Tent with two twin beds connected by an expansive private deck with a private fire pit and two ensuite bathrooms.
• Cadillac Mountain Suite Premium accommodation at Acadia combining a Suite Tent with a Deluxe 3 Twin Tent connected by an expansive private deck with private firepit and lounge chairs, featuring water views and accommodating up to 7 guests.
• ULUM Moab Resort Distinct sub-brand of Under Canvas offering luxury outdoor accommodations in Moab, Utah, near Arches and Canyonlands National Parks, with a separate brand identity from the main Under Canvas portfolio.
• The Outdoor Collection Expanded Under Canvas property portfolio including upscale canvas tents and cottages near Lake Michigan, plus authentic western lodge rooms and cabins in Montana (Bar-N-Ranch and The Fields of Michigan).
• On-Site Dining Café-style dining experiences featuring seasonal menus with locally sourced produce, complimentary s'mores by the campfire, premium coffee beverages, and al fresco dining options at various Under Canvas locations.
• Guided Adventures Adventure concierge service offering add-on outdoor experiences including guided hiking, fly fishing, horseback riding, river floats, whitewater rafting, and rock climbing at each Under Canvas camp location.
• Camp Programming On-site entertainment and activities including live music, morning yoga, kids activities, and evening campfire experiences with s'mores across Under Canvas camp locations.
• Events & Weddings Hosting Event hosting services for weddings and special occasions at Under Canvas camp locations, providing unique outdoor venues for celebrations including the Camp Unwritten literary-themed experience for World of Hyatt members.
• Under Canvas Camp Network Network of 17 glamping destinations across the United States near national parks including Acadia, White Mountains, Great Smoky Mountains, Mount Rushmore, North Yellowstone, Glacier, West Yellowstone, ULUM Moab, Moab, Bryce Canyon, Zion, Lake Powell, Grand Canyon, Columbia River Gorge, Yosemite, plus The Fields of Michigan and Bar-N-Ranch.

Quantifiable outcome

• 17 locations nationwide as of June 2026
• +2 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• DarkSky InternationalcoreTechnology or Integration · 16 April 2026DarkSky International certifies Under Canvas properties as DarkSky Approved Lodging locations. Yosemite became the first DarkSky Approved resort in California and the 6th DarkSky-certified camp. The certification recognizes compliance with rigorous outdoor lighting standards designed to minimize light pollution.
• World of Hyatt / Hello Sunshine Reese's Book ClubflagshipGTM or Marketing Partner · 11 March 2026World of Hyatt partnership with Hello Sunshine's Reese's Book Club and Under Canvas for 'Camp Unwritten' literary-themed outdoor experiences. Summer 2026 program features romance-themed camping at Under Canvas Yosemite (May 4-6) and thriller-themed camping at ULUM Moab (June 8-10). Members can earn 2,000 bonus points per night at Under Canvas destinations.
• Hyatt Hotels CorporationcoreStrategic or Co-development Partner · 1 January 2024Under Canvas established an exclusive partnership with Hyatt in 2024, integrating into the World of Hyatt loyalty program. This partnership allows World of Hyatt members to earn and redeem points at Under Canvas locations, providing Under Canvas access to Hyatt's extensive loyalty member base and marketing reach.

Scale indicators7 records

Recent moves9 records

Expansion highlights6 records

Emerging players

• Tentrr: Tentrr operates a glamping marketplace and managed campsite network across private US land. Adjacent to Under Canvas in the broader glamping category but with a marketplace/asset-light model rather than operated luxury resorts.
• Lumen Retreat: Lumen Retreat offers luxury outdoor hospitality with elevated tent and cabin experiences near natural destinations. Comparable in luxury outdoor positioning, but earlier stage and smaller footprint relative to Under Canvas's national scale.

Direct peers

• Huttopia: Huttopia is a French-based operator of upscale outdoor resorts combining canvas tent and chalet accommodations in natural settings across Europe and North America. Highly comparable business model and experiential positioning, though primarily serving European geographies.
• AutoCamp: AutoCamp operates luxury Airstream and cabin glamping resorts near national parks and outdoor destinations across the US. It is the closest direct competitor to Under Canvas, sharing the upscale safari/outdoor hospitality positioning, multi-location national park strategy, and direct-to-consumer booking model.
• Firelight Camps: Firelight Camps operates upscale safari tent glamping near Ithaca, New York with canvas tents featuring ensuite bathrooms and on-site dining. Direct comparable in tent-type, amenity tier, and experiential outdoor hospitality focus, though much smaller scale.
• Collective Retreats: Collective Retreats offers luxury outdoor hospitality experiences including safari-style tented camps and curated outdoor programming at distinctive US destinations. Operates in the same upscale glamping category as Under Canvas with similar experiential positioning and affluence-targeting customer base.
• Conestoga Ranch: Conestoga Ranch is a luxury glamping resort in Glacier National Park area featuring Conestoga wagons and tent accommodations. Direct comparable in safari/outdoor-tent glamping experience targeting travelers to Western national parks.

Broad incumbents

• Kampgrounds of America (KOA): KOA is the largest US campground network with franchise and corporate locations across all 50 states. Overlaps with Under Canvas in the camping/national park traveler category but serves a fundamentally lower-priced, mass-market segment.
• Westgate Resorts: Westgate Resorts operates a broad portfolio of timeshare and resort properties across the US including near national park destinations. Larger hospitality incumbent with overlapping outdoor/resort positioning but broader timeshare-centric business model.

Others

• World of Hyatt / Hyatt Hotels Corporation: Hyatt is the exclusive loyalty and distribution partner for Under Canvas (announced 2024). While not a direct competitor, Hyatt's broader hotel portfolio, luxury brand standards, and loyalty ecosystem deeply influence Under Canvas's growth and commercial strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/undercanvas
• YouTubeyoutube.com/channel/UC8iqcubSVSfXbuRcswXjZ5w
• Facebookfacebook.com/UnderCanvas
• Instagraminstagram.com/undercanvasofficial
• Pinterestpinterest.com/undercanvas

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Under Canvas