Marriott International is stepping outside for growth. Literally.
The largest hotel company in the world has announced deals with two hospitality brands whose focus is on outdoor-centric accommodations. In doing so, Marriott said it would be launching an outdoor collection next year that is expected to be conversion friendly
The deals include the acquisition of the Postcard Cabins brand, formerly known as Getaway House and the execution of a long-term agreement with Trailborn.
The deals allow Marriott to offer customers and Marriott Bonvoy members choice outside the traditional lodging landscape. In the aftermath of the pandemic, many travelers have prioritized outdoor travel and accommodations.
These deals show the further institutionalization of the space. Getaway had a a founding investment by Starwood Capital and closed a $41.7 million Series C funding round led by Certares in 2021. The Series C funding followed a $22.5 million Series B funding round led by Starwood Capital that closed in June 2019.
Hilton was one of the first to pick up on this trend in its collaboration with AutoCamp. In February 2024, it made a foray into what’s colloquially known as “glamping”—a mash-up of glamour and camping—by partnering exclusively with Santa Barbara, Calif.-based AutoCamp, known for its use of classic Airstream travel trailers, whose rounded, polished aluminum exteriors hark back to the 1930s.
Hyatt got in the game in July, partnering with Under Canvas, an upscale outdoor hospitality company whose majority owner is KSL Capital Partners, bringing 13 eclectic destinations, including its new ULUM brand, into World of Hyatt via its Mr & Mrs Smith brand platform.
The November/December issue of HOTELS Magazine contained a long-form piece on the outdoor hospitality segment and its growth and appeal.
“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,” said Leeny Oberg, CFO and EVP of development, Marriott International. “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.”
Within the Postcard Cabins portfolio, each property, which consists of groupings of tiny cabins, is located within 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 ample 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 expected to be part of Marriott’s planned outdoor-focused collection with expected integration into Marriott Bonvoy’s system and platforms, including Marriott.com and the Marriott Bonvoy mobile app, 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.
Marriott has also entered into a long-term agreement to add Trailborn’s portfolio to Marriott’s system. Trailborn is focused on bringing bespoke hotels built for adventure to the great American outdoors. Trailborn’s current and pipeline portfolio consists of 559 rooms across five iconic 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’s trajectory of joining Marriott will dovetail with Postcard.
“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.”
