- Marriott acquired Postcard Cabins, which operates 1.2K tiny cabins across 29 US properties near major metro areas.
- Marriott brought Trailborn’s 559-room portfolio under its flag, including current and planned outdoors-oriented locations.
- This paves the way for Marriott’s outdoor brand launch in early 2025 as it taps into rising demand for nature travel experiences.
- The deals follow Marriott’s underperformance in Q3 and upcoming layoffs, which will impact 800 employees at its Maryland HQ and global offices.
Marriott (MAR) is clearing the path for a nature-inspired expansion with two significant acquisitions announced Thursday, as reported by Bisnow.
The hotel giant acquired Postcard Cabins—formerly known as Getaway Outposts—and added Trailborn’s outdoors-focused portfolio to its brand, moves that align with the growing demand for nature-immersive travel.
Deal Details
The acquisitions position Marriott to launch its outdoors-focused collection in early 2025, catering to travelers seeking accommodations closer to natural destinations.
- Postcard Cabins: The company offers 1.2K tiny cabins across 29 properties clustered within 2 hours of major metro hubs like LA, NYC, Chicago, Seattle, and Dallas.
- Trailborn: Trailborn brings a 559-room portfolio of current and planned outdoor-oriented hotels under Marriott’s brand. The company operates properties near Rocky Mountain National Park in Colorado and Highlands, North Carolina, with future locations planned in Wrightsville Beach, NC; Mendocino, CA; and Williams, AZ, near the Grand Canyon
Marriott classified both deals as long-term agreements, though financial terms were not disclosed.
Get Smarter about what matters in CRE
Stay ahead of trends in commercial real estate with CRE Daily – the free newsletter delivering everything you need to start your day in just 5-minutes
Subscribe
“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, Marriott’s CFO
Strategic Timing
Marriott’s move comes as it faces challenges on multiple fronts. The company underperformed expectations in Q3, reflecting a slowdown in travel demand.
In response, Marriott plans to lay off over 800 employees at its Bethesda, MD, HQ in January, with more global cuts anticipated by 1Q25.
However, Marriott’s investment in outdoors-focused travel reflects confidence in a growing trend. Nature-driven accommodations, like tiny cabins and boutique lodges, have surged in popularity as travelers prioritize wellness, sustainability, and unique experiences closer to nature.
Outdoor Living
Marriott’s strategic acquisitions of Postcard Cabins and Trailborn mark a significant step toward capitalizing on the outdoor lodging market.
By incorporating nature-oriented stays into its Marriott Bonvoy loyalty program, the company aims to attract travelers seeking both accessibility and comfort in scenic, remote destinations.
With its outdoors-focused brand set to launch in 2025, Marriott is positioning itself to meet evolving travel demands while diversifying its portfolio for long-term growth.
