Marriott International is moving into the outdoor accommodation space with its acquisition of the Postcard Cabins brand and a long-term agreement with Trailborn.
As guests grow increasingly interested in nature-immersed travel, Marriott is building its portfolio through these deals to deliver more accommodations and experiences, said Leeny Oberg, Marriott's chief financial officer and executive vice president of development, in a news release.
“Whether you’re looking for bespoke lodging near natural wonders, an elevated camping experience, or off the beaten path excursions in nature, our planned outdoor-focused collection is expected to offer a broad array of options for seasoned adventurers and first-time explorers,” she said.
Postcard Cabins, formerly Getaway Outposts, has 29 locations across the U.S. with more than 1,200 cabins. Each location has a grouping of tiny cabins in wooded areas within a two-hour drive from major metropolitan areas.
Each cabin features a modern design and offers private bathrooms, full kitchens and space between cabins for privacy. Guests can bring along dogs during their stays.
Marriott expects the Postcard Cabins portfolio to enter its system and platform, including its website and Marriott Bonvoy mobile app, in 2025.
"In joining Marriott, we’re excited to bring the Postcard Cabins experience to a global audience seeking exactly what we offer — a place to slow down, disconnect from the everyday and invest in the relationships that matter most," Postcard Cabins founder and CEO Jon Staff said in the news release.
Trailborn is an outdoor hospitality brand that focuses on bespoke hotels built for exploring the outdoors. Its current and pipeline portfolio comprises 559 rooms across five destinations. It currently has locations near Rocky Mountain National Park, the Grand Canyon and in Highlands, North Carolina. It has properties under development in Wrightsville Beach, North Carolina, and Mendocino, California.
Trailborn's hotels offer "design-forward accommodations" inspired by the location, experience-driven programing and curated food-and-beverage offerings. Each property's team can help guests plan their exploration of the locale.
Other traditional hotel brands have been exploring the glamping space as well. In February, Hilton announced a partnership with AutoCamp, which offers travelers Airstream trailers, cabins, tents and other stay experiences near national parks and other outdoor destinations.