Marriott acquires Postcard Cabins amid greater outdoor travel play
Pack your plaid flannels: The world's largest hotel company is heading to the great outdoors.
Marriott International announced two major pushes into the outdoor travel space Thursday morning. The hotel giant plans to acquire the Postcard Cabins brand — formerly known as Getaway Outposts — in a deal that will bring a national network of cozy cabins into the Marriott portfolio. Marriott also announced a long-term agreement to bring the smaller collection of Trailborn boutique hotels into the company system.
"Marriott has long been committed to offering incredible travel experiences for every trip purpose," Leeny Oberg, Marriott's chief financial officer and executive vice president of development, said in a statement. "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."
The addition of Postcard Cabins and Trailborn to the Marriott orbit comes at a time when the company's competitors have also expanded into the outdoor travel space. Hilton launched a partnership earlier this year with AutoCamp; additionally, Hyatt expanded into glamping this year thanks to Under Canvas properties listed on the hotel company's newly acquired Mr & Mrs Smith booking platform.
Marriott's new addition brings tiny homes, cabins and hotels near national parks, deserts, ski areas and shorelines to the company's mix. Each of the 29 Postcard Cabins locations is within a two-hour drive of a major metropolitan area, and all are dog-friendly and feature private bathrooms and kitchens. Trailborn's mix of boutique hotels is near Rocky Mountain National Park, the Grand Canyon and Highlands, North Carolina. Additional properties are slated to open in Wrightsville Beach, North Carolina, and Mendocino, California.
Both brands are slated to join Marriott's planned outdoor-focused collection and will be integrated into Marriott booking systems — like the company website and the Marriott Bonvoy mobile app — next year. Details on any further linkage to the Marriott Bonvoy loyalty program aren't public yet, but a company spokesperson said further details for travelers will be coming soon.
"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," Oberg added.
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