Marriott International, a global leader in hospitality, is expanding its horizons by stepping into the outdoor accommodation space. This strategic move includes acquiring Postcard Cabins, a brand synonymous with nature-centric escapes, and forming a long-term partnership with Trailborn, a relatively new player in outdoor adventure hospitality. These investments underscore Marriott’s commitment to diversifying its offerings to cater to evolving travel preferences, particularly those of younger, adventure-seeking travelers.
Founded in 2015 and initially known as Getaway, Postcard Cabins has become a go-to brand for urban dwellers seeking a peaceful retreat. Offering cozy “tiny cabin” accommodations, the brand emphasizes convenience by situating its properties within a two-hour drive from major metropolitan areas. Postcard Cabins currently boasts a network of over 1,200 cabins in 29 locations across the United States.
Each cabin is thoughtfully designed to blend simplicity with comfort, featuring dog-friendly policies, private bathrooms, and fully equipped kitchens. Popular destinations include the picturesque Catskills in New York, Shenandoah in Virginia, and Running Springs in California. This integration into Marriott’s portfolio positions Postcard Cabins to attract a broader audience while benefiting from Marriott’s extensive marketing and distribution channels.
Trailborn, launched in late 2023, targets travelers drawn to the rugged beauty of the American wilderness. With existing locations near iconic natural landmarks such as Rocky Mountain National Park, the Grand Canyon, and the charming town of Highlands, North Carolina, Trailborn encapsulates the essence of outdoor adventure.
The brand’s expansion plans include forthcoming properties in Wrightsville Beach, North Carolina, and Mendocino, California, locations that promise to deliver immersive experiences ranging from coastal getaways to forested retreats. Trailborn’s philosophy of blending upscale comfort with natural surroundings aligns seamlessly with Marriott’s vision for its new outdoors-focused collection.
Both Postcard Cabins and Trailborn will be integrated into Marriott’s ecosystem, including the Marriott Bonvoy loyalty program and its digital platforms such as Marriott.com and the Bonvoy app. This integration will provide seamless booking experiences and added incentives for Bonvoy members to explore these unique offerings.
The timing of these investments is no coincidence. A growing segment of travelers, especially millennials and Gen Z, is prioritizing nature-centric and adventure-based travel experiences. Marriott aims to capture this demand by expanding into the upscale and upper-upscale segments of the outdoor hospitality market.
Leeny Oberg, Marriott’s CFO and executive vice president of development, shared her enthusiasm for this new venture, stating, “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.”
For travelers, this expansion means greater access to high-quality outdoor accommodations backed by Marriott’s trusted reputation. Whether seeking solitude in a tiny cabin nestled in the woods or an adventurous getaway near national parks, Marriott’s new outdoor-focused collection promises to deliver experiences that connect guests to nature without sacrificing comfort.
Marriott’s foray into outdoor hospitality signals its adaptive approach to shifting travel trends. By incorporating Postcard Cabins and Trailborn into its extensive portfolio, the company is well-positioned to redefine outdoor lodging. As these brands become part of the Marriott family in the coming year, travelers can anticipate a seamless blend of nature, adventure, and Marriott’s signature hospitality.
