Insight Luxury Insight Collective Retreats offers 'portable resorts' By Jeri Clausing / April 05, 2017 Share 1 A Collective Retreats luxury tent. -- One of the biggest trends in luxury hotels in recent years has been moving away from the cookie-cutter style to become more local and authentic.Hotel industry veteran Peter Mack is taking that concept to another level with Collective Retreats, which offers glamping-style, portable luxury resorts that can be plopped down on the side of a mountain, in the middle of a vineyard or even inside a museum.While the "resorts" 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, Mack said the brand is all about creating an asset-light, true sense of place.It has been operating in quiet test mode for more than two years in Yellowstone and Vail, Colo., but officially launched last month with the announcement of new seed money and plans to expand to New York's Hudson Valley this summer and California's Napa Valley and the Texas Hill Country later this year."Our DNA is glamping, but it is so much more," Mack said, noting that the company is exploring treehouses and Airstreams and has been in discussions about installing pop-up resorts in a museum. "Any way we can supply a five-star, really luxury experience with a true sense of place."Activities are tied to that sense of place, from horseback riding in Vail to fly-fishing in Montana to apple picking in the Hudson Valley. While some safari operators in Africa operate portable luxury camps, the concept is fairly new in the U.S. And it's obviously catching the industry's attention.Marriott International, for instance, later this month is offering eight luxury tents at California's Coachella music festival in Indio. The tents, all designed after Marriott brands: Aloft, Moxy, AC Hotels, Westin, Le Meridien, Renaissance Hotels, Autograph Collection Hotels and Tribute Portfolio, were being auctioned to Marriott Rewards members.Other companies, particularly in the West, have in recent years been developing a variety of glamping-style options, from luxury SUV and Airstream rentals to prepacked camping trips with nothing but the best of amenities.And Mack, a Cornell hospitality school graduate and former Starwood Hotels & Resorts executive who started in the hotel industry as a dishwasher in high school, said the concept addresses the main problem with the business model of hotels, the ebbs and flows of seasonal demand that make it nearly impossible for traditional hotels to maintain consistent occupancy rates."2016 was a record year for the hotel industry but occupancy was at 67%," Mack said. "So you are paying for one-third of the rooms not being occupied. We don't have that problem. When we have more demand at Yellowstone vs. Vail, we can easily add or subtract. We're able to follow demand to places where people want to be, not just where someone decided to build a hotel."The resorts, which range in size from five to 15 tents, are also great options for groups and families, he said.Rates range from about $500 to $700 a night.