Outside Interactive Inc., a provider of outdoor content, mapping, events and experiences, has acquired Inntopia, a software solutions provider for the adventure travel and hospitality industry. The deal combines Outside’s audience and digital utilities with Inntopia’s booking platform, offering an integrated travel planning experience for outdoor businesses and tourism operators.
The acquisition allows Outside to incorporate Inntopia’s booking, marketing and business intelligence solutions into its system, giving ski resorts, national parks, golf and wellness resorts, and tourism bureaus a streamlined approach to reaching adventure travelers. Inntopia’s platform is used by more than 200 destinations across North America, Europe and Australia and will now integrate with Outside’s existing audience and advertising network.
“By combining our content, utilities and community with Inntopia’s booking platform technology and research, we’re creating a one-stop shop for outdoor adventure travel,” said Robin Thurston, CEO of Outside. “We see this as an opportunity to reduce friction for travelers looking to book everything from lodging to activities in one place.”
Thurston emphasized the increasing consumer shift toward experiences over material purchases, noting that “we used to be very much a purchase economy, and now people are prioritizing experiences, particularly in wellness and adventure travel.”
The integration of Inntopia’s capabilities aligns with this trend, supporting the rise of experiential tourism across various sectors, including fitness and wellness retreats. “Our booking platform is a perfect complement to Outside’s content, utilities and community,” said Trevor Crist, CEO of Inntopia. “We’re excited to work together to create the ultimate travel platform for outdoor adventurers.”
The platform may also enable potential collaboration with fitness studios, personal trainers and wellness coaches, expanding access to outdoor adventure experiences.
“If I’m traveling somewhere for a retreat or an active vacation, why couldn’t I also book a fitness session with a local instructor or a guided outdoor workout?” Thurston said. “We’re looking at making these experiences more interconnected than people realize today.”
Inntopia’s technology simplifies the complex logistics of booking multi-component travel experiences. “Think about how difficult it is to book a full ski vacation — accommodations, lift tickets, rentals, lessons — it’s a lot. We streamline that,” Thurston explained. “And now, we can extend that concept to wellness retreats, adventure travel, and even personalized fitness experiences.”
The integration also allows for recommended curated travel experiences based on user behavior.
“I definitely think AI curation and personalization will play a significant role,” Thurston noted. “Another important factor is the addressable market — there are people who, like me, bring their bike or skis everywhere and are willing to deal with friction to have a great experience. But for many, that friction is a deterrent. As we reduce barriers and enhance personalization, we could open up a much larger market. More people might engage in these activities and even become lifelong participants if we create a seamless experience.”
The deal expands Outside’s event services and tourism partnerships while providing Inntopia’s clients with access to a broader audience. Financial terms of the acquisition were not disclosed. BrightTower, a New York-based investment banking firm, served as the exclusive financial advisor to Inntopia during the transaction.
