Marriott expands into outdoor market with Postcard Cabins and Trailborn

Marriott (MAR) announced the expansion of its outdoor-focused lodging offerings through two founding deals with players in the outdoor lodging segment. The deals include the acquisition of the Postcard Cabins brand, formerly known as Getaway Outposts, and the execution of a long-term agreement with Trailborn. The company plans to launch an outdoor-focused collection in 2025, anchored by these founding deals. Marriott has acquired the Postcard Cabins brand. The Postcard Cabins portfolio consists of groupings of tiny cabins located within two hours’ drive of major metropolitan areas. The current Postcard Cabins portfolio, comprised of 29 properties with over 1,200 cabins across the U.S., will operate under long-term agreements with Marriott. Marriott has also entered into a long-term agreement to add Trailborn’s portfolio to Marriott’s system. Trailborn’s current and pipeline portfolio consists of 559 rooms across five outdoor destinations, with several projects in development. Trailborn’s current portfolio will be part of Marriott’s planned outdoor-focused collection, with expected integration into Marriott’s system and platforms, including Marriott.com and the Marriott Bonvoy mobile app, in 2025. Marriott’s outdoor-focused collection is expected to be conversion friendly for franchisees, owners and developers. The terms of the transactions are not being disclosed.