It will be interesting to see if there are enough affluent urban elites for this glamping concept. I do give Under Canvas credit for situating these properties at the most popular national parks, where wealthy urbanites who wouldn't likey be regular campers are likely to take their families for an "outdoors experience." The prices seem crazy high to me for what you get, but I also think business class tickets for $5000 are also high, and this summer those seats are selling like hotcakes. To many professionals. "overpaying" won't matter if they can do something a bit unusual that their family may enjoy. If I were Hyatt. I'd obviously keep this concept small (don't go beyond the marquee locations where your high end urban customers are most likely to be interested in) and focus on delivering a memorable experience.