Marriott International is setting a transformative course in the hospitality industry by venturing into the growing sector of outdoor accommodations. The company has announced the acquisition of Postcard Cabins and a long-term partnership with Trailborn, aiming to curate a collection of upscale outdoor experiences within the year. This strategic move reflects a wider trend in hospitality and tourism, where travelers increasingly seek experiences that allow them to connect with nature.
Founded in 2015, Postcard Cabins—formerly known as Getaway—has carved out a unique niche in the travel market by specializing in “tiny cabin” accommodations. Designed for those wanting to escape urban life, these cabins are located in remote, picturesque settings typically situated two hours from major metropolitan areas in the United States. Notably, each cabin is pet-friendly and equipped with modern conveniences like private bathrooms and full kitchens, catering to a demographic that values both adventure and comfort. With over 1,200 cabins in 29 locations, including scenic regions in New York, Virginia, and California, Postcard Cabins brings a refreshing perspective to outdoor stays, merging nature with upscale hospitality.
Trailborn, a newcomer to the outdoor hospitality scene that launched in late 2023, focuses on catering to adventurers eager to explore iconic American landscapes. It boasts locations near popular destinations such as Rocky Mountain National Park and the Grand Canyon, providing guests with unique access to some of the most breathtaking views in the country. Moreover, Trailborn’s upcoming expansions to Wrightsville Beach, North Carolina, and Mendocino, California, signify its commitment to developing diverse getaway options that appeal to varied tastes and preferences in outdoor recreation. The brand’s vision of marrying rugged adventure with luxury accommodations enhances the appeal of its offerings, potentially attracting a younger, more adventure-seeking demographic.
Both Postcard Cabins and Trailborn are expected to be seamlessly integrated into Marriott’s extensive system, including its well-known booking platform and the Marriott Bonvoy app. This integration represents more than just a business strategy; it underscores Marriott’s aim to appeal to a consumer base that increasingly prioritizes outdoor gathering spaces and experiential travel. As Leeny Oberg, Marriott International’s CFO, noted, the growing interest in “nature-immersive travel” signals a seismic shift in what modern travelers seek in their accommodations.
Marriott’s expansion into outdoor hospitality not only reflects an astute awareness of market trends but also embodies a larger movement towards sustainable travel. By focusing on nature-centric offerings, the company is not just tapping into the surge of demand for adventure and outdoor experiences, but asserts its commitment to providing guests with an appealing blend of relaxation, adventure, and comfort. As the outdoor hospitality sector continues to evolve, Marriott’s ventures with Postcard Cabins and Trailborn may redefine the landscape of upscale accommodations while fostering a greater appreciation for the natural world.