Last month, we discovered that some of the biggest players in hospitality wanted to offer their customers accommodation options that weren't necessarily traditional hotels – and that offered them close to nature. This year, Marriott also partnered with Sonder to expand the types of accommodations travelers can choose from. This week, Marriott made another announcement that continues the company and industry's expansion into non-traditional areas.
Technically, Marriott's announcement is actually two announcements: an acquisition and a partnership. The company they are acquiring is Postcard Cabins, the outdoor space formerly known as Getaway Outposts. Marriott also announced what it called a “long-term agreement” with Trailborn, an eco-friendly hotel chain.
Both deals are part of Marriott's larger push into nature; In announcing these two deals, Marriott also stated that it would launch “an outdoor collection in 2025.” Marriott expects travelers will be able to book rooms at Postcard Cabins and Trailborn through Marriott and the Marriott Bonvoy app starting next year.
“What began a decade ago with a small group of followers who believed in the power of spending time in nature has grown into a national movement that we expect will only gain momentum with Marriott’s expansive reach will,” Jon Staff, CEO of Postcard Cabins, said in a statement.
As with Marriott's special partnership, these new offerings are a sign that travelers' accommodation expectations have increased in recent years. Hotels are still very much on the menu — but someone who's used to staying in Airbnb or Vrbo spaces might not automatically turn to Marriott or one of its competitors when planning their next overnight stay. This shifts the balance back in favor of the more established players in the industry.
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