In a strategic expansion of its offerings, Marriott International has made notable strides into the realm of outdoor hospitality. This pivot includes the acquisition of Postcard Cabins, previously known as Getaway, along with a long-term partnership with Trailborn. These initiatives are aimed at developing a unique collection of upscale outdoor accommodations, marking Marriott’s intent to stay relevant by meeting changing consumer preferences for travel experiences that prioritize nature and adventure.
Since its inception in 2015, Postcard Cabins has carved out a niche in the hospitality industry by focusing on “tiny cabin” lodging in serene, less-traveled areas that are conveniently located within a two-hour drive from various metropolitan hubs in the United States. Each cabin is equipped with essential amenities, including a private bathroom and a full kitchen, catering to the needs of modern travelers while maintaining a rustic charm. The fact that these cabins are dog-friendly further broadens their appeal, particularly among pet owners. With over 1,200 cabins scattered across 29 locations—ranging from the picturesque Catskills in New York to the scenic vistas of Shenandoah National Park in Virginia—Postcard Cabins represents an attractive extension of Marriott’s diverse portfolio.
In tandem with Postcard Cabins, Marriott’s collaboration with Trailborn signals a commitment to crafting experiences that resonate with those seeking adventure in iconic American landscapes. Launched recently, Trailborn offers lodging in breathtaking locations, including the Rocky Mountain National Park and the Grand Canyon. As the brand expands, new cabins will soon be available in prime locations such as Wrightsville Beach, North Carolina, and Mendocino, California. This focus on awe-inspiring natural surroundings illustrates Marriott’s ambition to create unforgettable outdoor experiences for its guests, tapping into the growing interest in nature-based travel.
As Marriott moves forward with the integration of Postcard Cabins and Trailborn into its existing loyalty program, Marriott Bonvoy, the company seeks to merge these unique outdoor experiences with its well-established platform. By this integration, guests will be able to easily book these accommodations through Marriott’s digital systems, including the widely used Marriott.com and the Marriott Bonvoy app. This seamless approach not only enhances user convenience but also positions Marriott as a versatile provider of both urban and nature-centered stays.
Marriott’s ventures into outdoor hospitality underline a broader shift in travel preferences, particularly among younger generations who increasingly value immersive, nature-centric experiences. With statements from company executives highlighting the rising demand for these types of travel options, it is evident that brands within the hospitality sector need to evolve. Marriott’s strategy reinforces its innovative spirit while responding to consumer desires by creating a diverse range of accommodation options that harmonize with the joys of the great outdoors.
Marriott’s foray into outdoor hospitality through the acquisition of Postcard Cabins and its alliance with Trailborn reveals a forward-thinking approach. By meeting evolving consumer interests in nature-focused travel, Marriott not only broadens its portfolio but also reinforces its commitment to providing diverse, memorable travel experiences that engage with the natural world.
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