4 minute read
Adapt or Fall Behind: Evolutionary Lessons for Eco-Tourism
IN LEWIS CARROLL’S THROUGH THE LOOKING-GLASS, THE RED QUEEN TELLS ALICE, “IT TAKES ALL THE RUNNING YOU CAN DO, TO KEEP IN THE SAME PLACE.”
This concept, known in evolutionary biology as the Red Queen Effect, describes the perpetual race for species to adapt just to maintain their place in the ecosystem. It’s a fascinating idea—and one with clear relevance for businesses, especially those operating in dynamic niches like eco resorts and glamping.
Through our research at Walden, we’ve observed that this principle not only applies to the individual businesses in a sector, but also to the ecosystems in which they operate. The glamping industry, and even more so the eco resort sector, exist as part of a larger outdoor economy—an evershifting landscape that demands constant adaptability. Consumer preferences evolve, market conditions shift, and external pressures—like regulatory changes or environmental concerns—add layers of complexity. In this dynamic environment, standing still is not an option. For the business of the outdoors to succeed, we must adapt, innovate, and, like the Red Queen, keep running.
Consider one key finding from our recent research on U.S. commercial accommodation buying behaviors—The criteria driving purchasing decisions are shifting. Where choices were once dominated by cost-effectiveness and operational efficiency, we’re now seeing a decisive swing toward consumer preferences and marketability. In simpler terms, the mindset of the guest is beginning to outweigh the practicality of the pocketbook.
This trend signals a pivotal evolution in the eco resort industry. Providers are becoming increasingly attuned to the emotional and experiential aspects of their offerings, recognizing that how a guest feels about their stay, matters as much as the logistics that made it possible. The emphasis is no longer solely on occupancy rates or maintenance costs but on what attracts and retains guests in the first place.
The Red Queen Effect reminds us that the consumer is not static. Their preferences, practices, and behaviors evolve daily, shaped by societal trends and personal experiences. What we built yesterday, no matter how innovative or successful, may no longer align with today’s expectations or tomorrow’s aspirations.
Eco-tourism is more than a niche—it’s an expanding ethos that aligns profit with preservation. According to a recent Walden study, 55% of U.S. leisure travelers practice daily to weekly recycling habits, with a similar percentage regularly attempting to reduce energy and water consumption. These eco-conscious behaviors directly influence travel preferences, with a significant proportion indicating their sustainable practices increase when traveling, shaped by the accommodations and destinations they choose. These numbers underscore the growing demand for sustainable travel options and the opportunity for providers to meet this mindset.
The Red Queen Effect serves as a call to action: to move with purpose, adapt intelligently, and run with intention. If you were to ask any business owner, “Do you want to stay in the same place?” the answer would almost certainly be no. Yet the reality is that few businesses truly know how to absorb and process change effectively. It’s not enough to react to consumer demands; staying ahead requires a deliberate effort to anticipate how these demands might evolve.
For the eco resort industry, success hinges on more than refining offerings or repositioning brands—it’s about creating a deeper alignment between the buyer’s evolving perceptions, behaviors, and aspirations and the business’s understanding of those shifts. This connection must extend beyond the guest experience to the entire ecosystem, from suppliers to providers.
As the outdoor industry evolves, the Red Queen’s insight is clear: adaptation is essential—not just to remain relevant but to grow. Companies must ensure that every decision—from supply chain strategies to the guest experience—creates a foundation for a sustainable and competitive future. In this dynamic ecosystem, standing-still means falling behind—and progress will require purposeful action.
Whitney will be joining us as a speaker at Eco Resort Network 2025.
