Marriot International has acquired Postcard Cabins and struck a long-term agreement with Trailborn as the glamping sector goes from strength to strength.
Postcard Cabins, formally known as Getaway Outposts, is a major operator in the United States outdoor accommodation sector with over 1,200 cabins across 29 locations. Founded in 2015, Postcard Cabins has catered to more than 2.4 million guests in its ten years of operation by offering nature escapes within a 2-hour drive of major cities like L.A., New York, Chicago, and Seattle.
“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’s acquisition of such a strong glamping brand highlights the faith that international hospitality companies have in the sector and the importance of outdoor accommodation to modern guests.
“As guests are increasingly interested in nature-immersive travel, we are excited to build on the incredible breadth of our portfolio and welcome Postcard Cabins to Marriott Bonvoy as we deliver more accommodations and experiences in awe-inspiring destinations,” said Leeny Oberg, Chief Financial Officer and Executive Vice President, Development of Marriott International.
This move is part of Marriott’s plan to launch an outdoor-focused collection in 2025, which also includes a new long-term deal with boutique hotel operator Trailborn.
Trailborn offers accommodation in high-value outdoor locations such as the Rocky Mountains and the Grand Canyon. This new deal with Marriot signals the strength of outdoor tourism and the increasing need to offer guests nature-focused experiences.
“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,” said Oberg.
Marriott International encompasses nearly 9,100 properties across more than 30 brands in 142 countries and territories. The company was an early adopter in the outdoor hospitality space, and its 2025 plan is a strong signal that nature-based accommodation is still viewed as an opportunity for the travel industry.
“Marriott was one of the first major hotel operators to test the outdoor hospitality waters with selected in-house glamping developments, but had so far never followed through with a dedicated strategy,” says Lars Schäfer, Managing Partner at Glamping Advisors.
“After Hilton’s and Kayak’s significant partnership earlier this year, Marriott has now followed suit. Interestingly, but not surprisingly, Marriott seems to have found that in-house development is not the right strategic move for developing experiential nature hospitality, as a special skill (and mind) set is required.”
With an increasing number of major hospitality companies entering the outdoor space, it’s also important to maintain focus on what makes glamping unique, says Schäfer.
“Let’s hope for our industry that ‘the big guys’ will manage this range of pristine assets as well as the founders did. There certainly is a risk that major operators water down the unique experience by streamlining operations,” he says.
