Acquisition of Postcard Cabins and agreement with Trailborn
will form the nucleus of an outdoor-focused collection.
BETHESDA, Maryland – In response to a trend that has been
gaining momentum even since before the pandemic, Marriott International is
making its biggest move into the “glamping” world by acquiring the Postcard Cabins
brand and striking a license agreement with the Trailborn brand. As a result of
these two deals, Marriott plans to launch an outdoor-focused collection in
2025, anchored by these deals. No terms for these deals have been announced.
Looking ahead, Marriott’s outdoor-focused collection is
expected to be conversion friendly, providing opportunities for franchisees,
owners and developers looking to affiliate their outdoor-focused properties
with Marriott’s system.
The tiny cabin Postcard Cabins brand, formerly known as
Getaway Outposts, has 29 properties with 1,200 cabins across the U.S. and are
generally located within two hours’ drive of major metropolitan areas.
The brand was launched in 2015 and has seen funding of more
than $80 million from the likes of Starwood Capital Group and Certares.
Trailborn Rocky Mountains in Estes Park, Colorado
Postcard Cabins are dog-friendly and feature private
bathrooms, full kitchens, and ample space between cabins for privacy. The portfolio
is expected to be integrated into Marriott’s system and platforms in 2025.
Trailborn’s current and pipeline portfolio consists of 559
rooms across five outdoor destinations, with several projects in development.
They have locations near Rocky Mountain National Park, Grand Canyon and in
Highlands, North Carolina, with properties to come in Wrightsville Beach, North
Carolina, and Mendocino, California. Property design is inspired by locale,
programming is driven by local experiences, and there are curated F&B
options. Again, the portfolio will be integrated into the Marriott system next
year.
The move by Marriott comes after Hilton earlier this year
acquired AutoCamp and Hyatt affiliated with Under Canvas. Earlier this year,
Marriott said it was launching tented camp safaris on the Masai Mara in Kenya.