Marriott International acquires the Postcard Cabins brand and formed a long-term agreement with Trailborn, expanding its outdoor-focused lodging hospitality. The company plans to launch an outdoor-focused collection in 2025, anchored by these founding deals.
Marriott aims to have more alternative accommodations in nature-forward destinations, where consumers have shown growing interest in being immersed in nature without sacrificing comfort. Both Hilton and Hyatt have added outdoor hospitality and glamping options to their portfolios this year.
“Marriott has long been committed to offering incredible travel experiences for every trip purpose. As guests are increasingly interested in nature-immersive travel, we are excited to build on the incredible breadth of our portfolio and welcome the Postcard Cabins and Trailborn portfolios to Marriott Bonvoy as we deliver more accommodations and experiences in awe-inspiring destinations,” Leeny Oberg, CFO and EVP, development, Marriott International, said in a statement. “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.”
The Postcard Cabins and Trailborn portfolios will add alternative accommodations such as tiny homes and cabins in natural destinations and unique lodging near outdoor wonders like national parks, deserts, ski areas and shorelines.
Postcard Cabins
Marriott has acquired the Postcard Cabins brand, which was formerly known as Getaway Outposts. Each Postcard Cabins property, comprised of groupings of tiny cabins, is located within a two hours’ drive of major metropolitan areas. Set on expansive woodlands, the cabins are dog-friendly and feature modern design, private bathrooms, full kitchens and space between cabins for privacy and relaxation. The current Postcard Cabins portfolio, comprised of 29 properties with over 1,200 cabins across the U.S., will operate under long-term agreements with Marriott.
The Postcard Cabins portfolio is also expected to be part of Marriott’s planned outdoor-focused collection with expected integration into Marriott’s system and platforms 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. 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 Jon Staff, founder and CEO of Postcard Cabins.
Trailborn
Marriott has also entered into a long-term agreement to add Trailborn's portfolio to Marriott's system. As an innovative outdoor hospitality brand, Trailborn is focused on bringing bespoke hotels built for adventure to the outdoors. Trailborn's current and pipeline portfolio consists of 559 rooms across five outdoor destinations, with several projects in development. They have locations near Rocky Mountain National Park, Grand Canyon and in Highlands, N.C., with properties to come in Wrightsville Beach, N.C., and Mendocino, Calif.
Trailborn has design-forward accommodations inspired by each property’s unique locale, experience-driven programming, curated food and beverage offerings, and insightful property teams to help guests chart their exploration. Trailborn’s current portfolio will be part of Marriott’s planned outdoor-focused collection, with expected integration into Marriott's system and platforms in 2025.
“We are thrilled to announce Trailborn’s agreement with Marriott, enhancing and underscoring our mission to provide travelers with exceptional access to the country’s most extraordinary outdoor destinations, deliver experiences guests love and maintain the unique character of Trailborn’s independent spirit,” said Mike Weiss and Ben Weinberg, co-founders and co-CEOs of Trailborn. “Trailborn is excited to work alongside Marriott to provide guests with the perfect blend of comfort and adventure in stunning outdoor settings.”
Marriott’s anticipated outdoor-focused collection is expected to be conversion friendly, providing opportunities for franchisees, owners and developers looking to affiliate their outdoor-focused properties with Marriott.