Dive Brief:
- Marriott International acquired the Postcard Cabins brand, formerly known as Getaway Outposts, adding 29 properties with more than 1,200 cabins across the U.S. to its portfolio, the hotel company announced Thursday. Simultaneously, Marriott executed a long-term agreement with outdoor-focused accommodations provider Trailborn to bring its collection of hotels under the Marriott flag.
- With the deals, Marriott aims to offer guests more traditional and alternative accommodation choices in “nature-forward destinations, where consumers have shown growing interest in being immersed in nature without sacrificing comfort,” according to the company.
- Marriott intends to launch an outdoor-focused collection in 2025, anchored by the two deals. With this expansion, Marriott follows in the steps of competitors Hilton and Hyatt, which each inked outdoor-centric brand deals earlier this year.
Dive Insight:
The Postcard Cabins and Trailborn deals will grow Marriott’s portfolio of alternative accommodations in new destinations near national parks, deserts, ski areas and shorelines.
The Postcard Cabins properties, specifically, cater to individuals and small groups, each property consisting of groupings of “tiny” cabins located within two hours’ drive of major metropolitan areas across the U.S. The dog-friendly cabins offer private bathrooms and full kitchens.
Marriott will also add Trailborn’s portfolio and pipeline of outdoor-centric hotels. Trailborn’s portfolio comprises 559 rooms across five outdoor destinations, including Rocky Mountain National Park in Colorado, the Grand Canyon in Arizona and Highlands, North Carolina. The brand has hotels in development in Wrightsville Beach, North Carolina, and Mendocino, California.
The Postcard Cabins and Trailborn portfolios will integrate under Marriott's system and platforms in 2025 and be part of a conversion-friendly collection that will focus on upscale and upper upscale accommodations in nature-forward destinations, according to Marriott.
The collection comes as “guests are increasingly interested in nature-immersive travel,” Marriott CFO Leeny Oberg said in a statement.
Last spring, hospitality pros told Hotel Dive that nontraditional outdoor-centric lodging options, like “glamping” accommodations, had become more popular among travelers — and hotel companies were taking note.
In February, Hilton entered an exclusive partnership with outdoor hospitality company AutoCamp to offer boutique “glamping” accommodations near national parks. In August, Hyatt Hotels entered an exclusive partnership with upscale outdoor hospitality provider Under Canvas.
While not a new concept, outdoor-centric accommodations are becoming a highly desirable option to travelers — a trend that won’t lose steam quickly, according to Postcard Cabins CEO Jon Staff.
“What started a decade ago with a small group of believers in the power of spending free time in nature, has grown into a national movement, which we expect will only gather steam with Marriott’s expansive reach,” said Staff in a statement.
