SAM Magazine—Boulder, Colo., Feb. 6, 2025—Outside Interactive Inc., a leading creator of outdoor content and experiences, has acquired travel and hospitality software solutions provider Inntopia from Northstar Travel Group. The acquisition aims to create a comprehensive travel technology platform that will streamline booking and enhance travel planning for outdoor adventurers.

The move combines Outside's audience of approximately 100 million registered users with Inntopia's booking and business intelligence technology, used by more than 200 resorts and destinations across North America, Europe, and Australia. Together, the companies plan to offer curated adventure travel packages that include accommodations, activities, rentals, and tickets.

"By combining our content, utilities, and community with Inntopia's platform, we're creating a one-stop shop for outdoor adventure travel," said Outside CEO Robin Thurston, who emphasized the company's goal of making outdoor experiences more accessible.

Inntopia CEO Trevor Crist echoed the enthusiasm, noting that the partnership will provide enhanced tools for resorts and travel operators. "We're excited to join forces with Outside to create the ultimate travel platform for outdoor adventurers," he said.

The Inntopia team will remain intact, with no changes to the company’s offices in Vermont and Colorado, said Crist, adding, “We’re very happy to be part of the Outside family. It’s a great fit for our team, for our clients, and for the industry.”

Through the acquisition, Inntopia’s client base will gain access to Outside’s audience of outdoor adventurers, integration into the Outside advertising network, and additional investments in Inntopia’s travel solutions.

The acquisition will also leverage Inntopia’s business intelligence research and analytics platform to optimize Outside’s advertising strategies and partner engagement, with the aim of driving revenue growth for both Outside travel partners and Inntopia clients.

Terms of the acquisition were not disclosed. BrightTower, a New York-based investment bank and M&A advisory firm, served as the exclusive financial advisor to Inntopia.