Marriott International is expanding into outdoor hospitality, acquiring nature-focused Postcard Cabins and inking a long-term agreement with Trailborn.
Marriott said both moves are part of a plan to launch an outdoors-focused collection within the next year, focusing on upscale and upper-upscale accommodations.
Founded in 2015, Postcard Cabins previously operated under the name Getaway. The brand specializes in "tiny cabin" accommodations in off-the-beaten-path destinations that are typically within a two-hour drive from major U.S. metro areas. Each cabin is dog-friendly and offers a private bathroom and full kitchen.
Postcard has more than 1,200 cabins across 29 locations, including the Catskills in New York; Shenandoah, Virginia; and Running Springs, Calif.
Trailborn, which debuted in late 2023, aims to cater to guests seeking "adventure to the great American outdoors."
The brand has a presence in Rocky Mountain National Park, the Grand Canyon and the town of Highlands in North Carolina. Hotels will open in Wrightsville Beach, North Carolina, and Mendocino, California.
Trailborn accommodations in Highlands, N.C. Photo Credit: Trailborn
Marriott expects that Postcard Cabins and Trailborn are expected to be fully integrated into the Marriott system, including Marriott.com and the Marriott Bonvoy app, next year.
Marriott is looking to tap into demand for outdoor and adventure-focused experiences, particularly among younger customers.
"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," said Leeny Oberg, Marriott International's CFO and executive vice president of development.
Correction: Trailborn will open hotels in Wrightsville Beach and Mendocino, not cabins.