Cairn Consulting Group

From a sense of freedom to moments of inspiration, the outdoors creates powerful emotional responses.

These emotions influence:

• where people go

• how often they return

• what experiences they value most

Emotion isn’t a soft metric—it’s a strategic advantage.

For years, outdoor hospitality has focused on location.

Scenery.

Access.

Amenities.

But the future isn’t just about where people go…

It’s about how deeply they connect when they get there.

Connection to nature.

Connection to others.

Connection to something bigger.

The experiences that create that connection are the ones people return to—and remember.

Understanding outdoor guests has traditionally been built on demographics:

Age
Income
Geography
Travel habits

But those factors don’t explain why people truly seek outdoor experiences.
At Cairn Consulting Group, we focus on something deeper —
the emotional connection people have with the outdoors.

Our Outdoor Emotion Intensity Index™ (OEII) measures how emotion influences:
• Frequency of participation
• Activity choices
• Accommodation preferences
• Willingness to invest in premium experiences

This emotional connection is what drives behavior, shapes experiences, and builds long-term loyalty.

The future of outdoor hospitality isn’t just about location.
It’s about connection.