The brand specializes in promoting and enhancing the experience of outdoor activities in the UK, particularly during the winter months. Celebrating the joy of cold-weather strolls, it invites individuals to share their favorite hiking spots across the country, whether it's a scenic shoreline, a wooded trail, or a peaceful riverbank. The initiative aims to engage the community in discovering and enjoying the beauty of nature while savoring the crisp, invigorating air that accompanies frosty walks.

To incentivize participation, the brand holds a weekly contest where the best entry wins a £200 credit for a unique property within a vast portfolio of over 3,000 distinctive stays. This not only encourages people to explore and share their experiences but also fosters a deeper appreciation for the natural beauty and tranquil moments found in the UK’s winter landscape. By focusing on unforgettable outdoor experiences, the brand effectively connects nature lovers and travelers alike, promoting wellness through exploration