According to a recent LinkedIn post from Under Canvas Inc, the company’s ULUM brand is adding a new wellness-focused offering at its Moab location for the 2026 season. The post highlights a “massage cave” as the core feature, complemented by guided yoga, meditation, sound baths, contrast therapy pools, and curated nourishment.
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The post also notes partnerships with Stakt and Aesop intended to integrate movement, mindfulness, and recovery into the guest experience. From an investor perspective, this suggests Under Canvas is deepening its experiential and premium wellness positioning, which could support higher pricing power and length of stay in a competitive outdoor hospitality segment.
By emphasizing stillness, connection, and renewal in the desert environment, the initiative appears aimed at wellness and lifestyle travelers who may be less price sensitive and more brand loyal. If successful, the concept at ULUM Moab could be replicated across additional locations or seasons, potentially expanding the addressable market and diversifying revenue beyond traditional glamping demand cycles.
The post indicates that ULUM Moab is scheduled to open on March 26, which points to a defined timeline for monetizing these new amenities. While no financial metrics or occupancy expectations are provided, the move aligns with broader industry trends toward high-margin, experience-led offerings in boutique and outdoor lodging, which may enhance Under Canvas’s competitive positioning over time.