US: Marriott International has expanded its outdoor-focused lodging offerings by signing founding deals with two experiential travel brands – Postcard Cabins and Trailborn.
The terms of both transactions have not been disclosed.
Through the deals, Marriott aims to offer guests and its Bonvoy loyalty members more choice in traditional and alternative accommodations in “nature-forward” destinations, where consumers have shown growing interest in being immersed in nature without sacrificing comfort. The company is planning to launch an outdoor-focused collection in 2025, anchored by the two founding deals.
Leeny Oberg, chief financial officer and executive vice president, development, Marriott International, said: “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.
“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,” added Oberg.
The Postcard Cabins and Trailborn portfolios include accommodations such as tiny homes and cabins in natural destinations, as well as unique lodging near national parks, deserts, ski areas and shorelines.
• Postcard Cabins
Marriott has acquired the Postcard Cabins brand, formerly known as Getaway Outposts [and before that as Getaway]. The current Postcard Cabins portfolio, comprised of 29 properties with over 1,200 cabins across the United States, 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 integration into Marriott’s system and platforms in 2025.
Jon Staff, founder and CEO of Postcard Cabins, said: “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.”
• Trailborn
Marriott has also entered into a long-term agreement to add Trailborn’s portfolio to Marriott’s system. Trailborn seeks to offer bespoke hotels in prime locations with access to “extraordinary” outdoor destinations.
Trailborn’s current and pipeline portfolio consists of 559 rooms across five outdoor destinations with several projects in development. The company has locations near Rocky Mountain National Park, Grand Canyon, and in Highlands, North Carolina, with properties to come in Wrightsville Beach, North Carolina, and Mendocino, California.
Its current portfolio will also be part of Marriott’s planned outdoor-focused collection in 2025.
Mike Weiss and Ben Weinberg, co-founders and co-CEOs of Trailborn, said: “We are thrilled to announce Trailborn’s agreement with Marriott, enhancing and underscoring our mission to provide travellers 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. Trailborn is excited to work alongside Marriott to provide guests with the perfect blend of comfort and adventure in stunning outdoor settings.”
Marriott joins other major global hotel brands in eyeing the outdoor hospitality segment. Hilton partnered with alternative lodging brand AutoCamp in February, Ennismore added sustainable outdoor brand Our Habitas to its portfolio in June, and World of Hyatt partnered with camping experience provider Under Canvas in July.
