Marriott International is entering the fast-growing market for nature-driven accommodation, unveiling two deals that cement its expansion into the outdoor lodging sphere.
In separate moves, the global hospitality giant has acquired the Postcard Cabins brand—formerly known as Getaway Outposts—and signed a long-term agreement with Trailborn, a specialist in bespoke properties near iconic outdoor destinations.
The initiative signals Marriott’s bid to tap into a surging segment of the travel industry: customers seeking immersive experiences in natural settings without sacrificing comfort. With the global trend towards greener, more authentic travel showing no signs of slowing, Marriott’s move stands to broaden its appeal and diversify its offering beyond the conventional hotel model.
“As travellers increasingly look for nature-immersive escapes, we’re excited to augment our portfolio and introduce these new experiences into Marriott Bonvoy,” said Leeny Oberg, Chief Financial Officer and Executive Vice President, Development at Marriott International. “Our planned outdoor-focused collection, set to launch in 2025, will meet the evolving demands of guests—from those looking to unplug in remote cabins to those seeking unique, upscale stays near national parks or scenic coastlines.”
Postcard Cabins: Expanding from Forest Hideaways
Previously known as Getaway Outposts, Postcard Cabins feature clusters of tiny cabins set amid woodland retreats, all located within a two-hour drive of major cities. With more than 1,200 cabins across 29 U.S. sites, Postcard Cabins caters to couples, small groups and solo travellers looking for serenity and a chance to disconnect. Marriott’s acquisition will bring the brand under its outdoor-focused collection and, from 2025, integrate it within the Marriott Bonvoy platform—uniting rustic charm with Marriott’s global loyalty ecosystem.
Trailborn: Boutique Lodging for Adventure Seekers
Alongside Postcard Cabins, Marriott’s partnership with Trailborn bolsters its pipeline of outdoor properties. Trailborn offers 559 rooms across five prime locations near revered natural wonders like Rocky Mountain National Park and the Grand Canyon. The brand specialises in design-forward hotels, curated experiences, and engaging activities, all tailored to the surrounding landscape. From next year, Trailborn’s existing and upcoming properties will also join Marriott’s newly minted outdoor portfolio.
These strategic moves come as Marriott doubles down on a segment with significant growth potential. The firm anticipates adding a range of accommodation types in scenic locales—beaches, deserts, ski areas, and forests—paving the way for experiential travel that goes beyond the typical resort or city break.
By embracing the outdoor lodging space, Marriott not only seeks to capture the loyalty of eco-conscious travellers but also aims to position itself as a leader in a market that blends sustainability, adventure, and convenience. This pivot could prove especially shrewd as travel tastes evolve, ensuring that Marriott remains as relevant in a mountain clearing or a forest cabin as it does in a city-centre hotel.