According to a recent LinkedIn post from Under Canvas Inc, the company’s ULUM brand is emphasizing a new desert wellness offering for the 2026 season at ULUM Moab. The post highlights a “massage cave” as the centerpiece of a broader suite of experiences, including guided yoga, meditation, sound baths, contrast-therapy dipping pools, and curated nourishment.
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The post also notes partnerships with wellness and lifestyle brands Stakt and Aesop, suggesting a strategy to associate ULUM with premium, experience-driven travel. CEO Matt Gaghen is quoted as positioning these offerings as a path to stillness, connection, and renewal, while the post indicates that ULUM Moab is scheduled to open on March 26.
For investors, the described initiatives point to a continued focus on high-margin experiential hospitality and wellness tourism, segments that have shown resilience and pricing power in the upscale travel market. If these offerings resonate with target guests, they could support higher average daily rates and length of stay, potentially improving revenue per available unit and brand equity.
The inclusion of recognized partners like Aesop may help differentiate ULUM in a crowded glamping and boutique resort landscape, though it also implies higher operating and partnership costs. The timing of the March opening, combined with a 2026 wellness positioning, suggests a multi-season strategy that could provide more predictable demand if successfully marketed and executed.