Saddle Up In Style: Why Cowboy Core Is The Travel Trend Of Summer

Move over coastal grandma—this summer, it’s all about Cowboy Core. From wide-brimmed hats to wide-open skies, Canadians are embracing the spirit of the West without sacrificing luxury. We checked in with Fairmont’s iconic Canadian properties to explore how the cowboy lifestyle is inspiring travel in 2025—from Banff to Jasper—and what guests can expect when they trade in the beach towel for a saddle. (We’re still waiting on a response from Fairmont Scottsdale Princess, but two out of three ain’t bad, right?) —Noa Nichol

Fairmont Banff Springs – Meredith Bratland, Public Relations Manager

Cowboy Core has taken off as a major style and lifestyle trend—how is Fairmont interpreting this movement across its properties?

At Fairmont Banff Springs, the Cowboy Core trend takes shape through a deep reverence for land, legacy, and the wild spirit of the West—where unplugged moments around campfires, hiking or birdwatching reconnect guests to nature and history. Rooted in nature and a slower pace, the resort offers hands-on activities inspired by the land’s heritage, from railroad history to present day environmental stewardship, inviting guests to rediscover the freedom of wide-open spaces.

How are guests leaning into the Cowboy Core aesthetic when they stay at Fairmont properties?

At Fairmont Banff Springs, guests are embracing Cowboy Core with a look that’s equal parts rugged and refined. In winter, Après at the Castle and Banff’s skijoring event draw crowds dressed in wool coats, leather, faux fur, and vintage western wear—complete with statement sunglasses and locally loved retro touches.

Come summer, floaty dresses in quality fabrics meet cowboy boots and embroidered denim, with layers like chore coats and wool sweaters ready for fireside nights under the stars.

For travellers craving that cowboy feel without sacrificing luxury, how does Fairmont strike the perfect balance between rustic and refined?

Fairmont Banff Springs blends the raw beauty of the Rockies with thoughtful comforts by inviting guests to stargaze by a crackling fire, then retreat to timeless elegance. It’s a place where the spirit of the wilderness meets polished hospitality, offering a taste of the wild without leaving behind warmth, care, or craft.

Guests can tailor their experience to suit their own rhythm whether that’s exploring the wilderness on a rugged adventure or stargazing by the fire, then returning to elegant dining, a cozy room, and the restorative calm of the renowned spa.

What are some of the unique outdoor activities that let guests live out their Western dreams— guided horseback rides, or campfire storytelling?

At Fairmont Banff Springs, guests can step into the spirit of the West through immersive outdoor experiences that feel timeless and untamed.

Fire & Falls: Stories Around the Campfire invites guests to gather under the stars, hear local legends by the fire, and walk beneath the fading light to Bow Falls—an evening that blends nature, history, and wonder.

For a nighttime connection to the landscape, Rocky Mountains After Dark offers a guided journey into the winter forest, complete with stargazing, wildlife stories, and fireside s’mores on the shores of Lake Minnewanka.

How does Cowboy Core show up in the design or vibe of certain Fairmont properties? Are there interior or menu elements that reflect the spirit of the West?

At Fairmont Banff Springs, the historic architecture exudes craftsmanship such as stonework hewn from Tyndall limestone in Mt. Stephen Hall or the Rundle stone of the exterior of the castle, a design that offers shelter and stillness amid wild terrain. With stunning views from our patios and terraces, you are sure to connect to nature while also enjoying the finer details of comfort.

The menus here reflect the land, with dishes layered in the smoke of open flame, the tang of mountain berries, and the grounded scent of forest floor aromatics. It’s a quiet homage to the West—where Alberta’s signature ingredients like bison, red fife wheat, and Saskatoon berries tell a story as vivid as any landscape. 1888 Chop House is a perfect restaurant to experience Alberta cuisine.

How does the trend intersect with sustainability or slow travel—two other growing areas of interest for Fairmont’s guests?

Cowboy Core’s reverence for wide-open spaces and a slower rhythm of life aligns naturally with Fairmont Banff Springs’ commitment to sustainability and slow travel. Rooted in the history of the railroad and the rugged beauty of the Rockies, the resort invites guests to linger and breathe mountain air, learn the stories of the land, and experience local culture with intention. It’s a movement that honours place, not just as a backdrop, but as something worth protecting.

The land’s story is layered and ranching traditions in Alberta run deep, shaped not only by western frontier history but by Indigenous communities whose relationships with horses, land, and stewardship long predate the cowboy myth. Those interested in Indigenous tourism experiences will find a wealth of choice in Alberta.

Fairmont Banff Springs is committed to sustainability and providing our guests with a luxurious yet eco-friendly experience. Fairmont Banff Springs was awarded a Five-Green Key Eco-Rating for 2024.

Are there any upcoming seasonal events or specialty experiences guests can book now that align with Cowboy Core themes?

This summer, pair a visit to the Calgary Stampede with a retreat to Banff, where outdoor experiences—including those led by Indigenous tourism partners—offer an authentic connection to the land, its stories, and its enduring spirit. Don’t forget to bring your cowboy boots since this is a perfect opportunity to learn two-stepping and line dancing.

Indigenous cultures have a long history of ranching, horsemanship, and land stewardship that is parallel to cowboy culture. They are strongly represented in the rodeo circuit and related events. Their ranching traditions are distinct from “cowboy culture” which can romanticize settler-era imagery.

To expand your knowledge and experience of ranch culture, I encourage reaching out to Indigenous business owners like Buffalo Stone Woman – Indige-Scape ToursBuffalo Nations MuseumMahikan TrailsDrift Out West Fly Fishing and Many Guns Ranch in this realm to learn more.

In collaboration with Indigenous Tourism Alberta, Fairmont Banff Springs will be hosting a vibrant market day on June 1st. The day will feature live music, unique crafting sessions for guests, and opportunities to celebrate and support local Indigenous artisans.

Finally, if someone is new to this trend but curious to dip their boots in, what’s one Fairmont experience you’d recommend to get a true taste of the Cowboy Core lifestyle?

If you’re curious about summer activities, start with a local hike around Banff to really take in the landscape—it’s the best way to feel connected to the place. After that, rest and relax with dinner at 1888 Chop House where the menu highlights Alberta-grown ingredients, then end the night with Rocky Mountains After Dark—a campfire, some stargazing, and stories that bring the Rockies to life.

In Winter, visitors can embrace Cowboy Core by witnessing the thrill of skijoring during Banff SnowDays, where horse and rider charge through snow-covered streets in a celebration of mountain culture. Then, return to Fairmont Banff Springs for Après at the Castle in our renowned Rundle Bar.

Fairmont Jasper Park Lodge – Garrett Turta, General Manager

Cowboy Core has taken off as a major style and lifestyle trend. How is Fairmont interpreting this movement across its properties? 

Fairmont Jasper Park Lodge has been a premier destination for luxury Western accommodations for over 100 years, pioneering the modern “Cowboy Core” aesthetic. The authentic Western spirit is woven into our heritage, reflected in our rustic yet refined design, storied history, and classic activities like lakeside campfires and stargazing. We continue to offer guests a timeless blend of Western tradition and Fairmont’s signature elegance, staying true to our roots while welcoming new generations to experience the romance of the Canadian Rockies.

How are guests leaning into the Cowboy Core aesthetic when they stay at Fairmont properties like Jasper Park Lodge?

Guests embrace the Cowboy Core vibe by participating in classic Western activities, wearing themed apparel for photos, and gathering around crackling lakeside campfires for storytelling under the starlit sky – moments that feel like a nostalgic nod to the past. Many opt for our luxe Signature Cabins, drawn to their inviting rustic charm and timeless warmth, creating the perfect retreat after a day of outdoor adventure. This Western-inspired escape offers an unforgettable connection to nature and tradition, with moments reminiscent of legends like Marilyn Monroe, whose iconic denim-clad visit to Jasper during the filming of River of No Return became part of local lore and a true “original cowboy core” moment.

For travellers craving that cowboy feel without sacrificing luxury, how does Fairmont strike the perfect balance between rustic and refined?

Fairmont Jasper Park Lodge effortlessly blends authentic Western elements with the sophistication of modern luxury. Guests settle into heritage log cabins with classic design and rich natural materials, while enjoying upscale indulgences such as savouring gourmet dining, unwinding at a full-service spa, or embarking on curated outdoor activities. Thoughtful service and luxurious comforts ensure that guests experience the spirit of the West while embracing the quality, sophistication, and refinement that discerning travellers expect.

What are some of the unique outdoor activities that let guests live out their Western dreams?

We offer a variety of outdoor activities that let guests channel their inner cowboy or cowgirl, including:

• Easy access to regional horse-drawn sleigh rides in winter and trail rides in the summer
• Canoeing and paddling on Lac Beauvert
• Campfire storytelling and stargazing
• Wildlife spotting and guided nature hikes

How does Cowboy Core show up in the design or vibe of certain Fairmont properties? Are there interior or menu elements that reflect the spirit of the West? 

Our resort’s design, including heritage log cabins, creates an atmosphere where rustic charm meets refined hospitality. Dining at The Nook Steakhouse is a highlight, with hearty, locally inspired menus featuring Alberta beef, classic steakhouse favourites, and fireside cocktails- all in a setting that celebrates Alberta’s rich culinary tradition and the spirit of the Rockies. Seasonal outdoor dining and lakeside patios further enhance the experience, letting guests savour bold flavours amid breathtaking natural surroundings.

Do you find that certain guest demographics (like families, couples, or solo travellers) are gravitating more toward Cowboy Core travel this year?

At Jasper Park Lodge, families enjoy multi-generational experiences such as lakeside explorations and campfire evenings, creating cherished memories steeped in Western tradition. Couples lean into the romance of rustic elegance, cozying up in heritage cabins and stargazing together by crackling campfires. Meanwhile, solo travellers embrace the solitude of the landscape, finding inspiration in the sweeping vistas and quiet serenity of the Rockies. Whether seeking thrills or tranquillity, guests are leaning into the Cowboy Core aesthetic in ways that perfectly complement their travel style.

How does the trend intersect with sustainability or slow travel, two other growing areas of interest for Fairmont’s guests?

Cowboy Core aligns naturally with sustainability and slow travel. Guests increasingly seek immersive, nature-based experiences that foster a deeper connection to place and culture. Fairmont’s commitment to environmental stewardship, including the elimination of single-use plastics, championing local producers, and preserving natural landscapes, ensures that every experience is designed with care. Activities like hiking, paddling, and wildlife viewing promote a slower, more intentional pace of travel, encouraging guests to appreciate the journey as much as the destination.

Jasper National Park’s designation as a Dark Sky Preserve also offers guests the rare opportunity to witness the Northern Lights. On clear nights, the sky above the Lodge can come alive with vibrant auroras, providing a truly awe-inspiring and sustainable way to connect with nature’s wonders

Are there any upcoming seasonal events or specialty experiences guests can book now that align with Cowboy Core themes?

Yes, Fairmont Jasper Park Lodge hosts a variety of seasonal experiences that reflect the Cowboy Core spirit, including:

• Access to regional horse-drawn sleigh and mountain trail rides
• Campfire evenings with storytelling and s’mores
• Stargazing events at the Jasper Planetarium

Finally, if someone is new to this trend but curious to dip their boots in, what’s one Fairmont experience you’d recommend to get a true taste of the Cowboy Core lifestyle?

For those looking to ease into the Cowboy Core lifestyle, we recommend an evening spent around a lakeside campfire under the stars, perhaps swapping stories inspired by legends like Marilyn Monroe’s infamous denim-clad visit to Jasper. Pair this with a classic Alberta steak dinner at The Nook Steakhouse for a true taste of Western tradition, blending rustic charm with refined indulgence.