Marriott Acquires the Postcard Cabins Brand: A New Chapter for Outdoor Hospitality

Rhea-AI Summary

Marriott International (NASDAQ: MAR) has acquired Postcard Cabins, formerly known as Getaway, marking a significant expansion into the outdoor hospitality sector. Founded in 2015, Postcard Cabins operates over 1,200 cabins across 29 Outposts, having hosted 2.4 million guests who have spent over 40 million hours in nature.

The acquisition will integrate Postcard Cabins into Marriott's outdoor-focused collection, with expected integration into Marriott's systems and platforms, including Marriott.com and the Marriott Bonvoy mobile app, in 2025. This strategic move will connect Postcard Cabins with Marriott Bonvoy's 219 million members worldwide, significantly expanding its reach in the nature-based accommodations sector.

Positive

• Strategic expansion into growing outdoor hospitality sector
• Access to Marriott's extensive platform and 219 million Bonvoy members
• Addition of 1,200+ revenue-generating cabins across 29 locations
• Proven market success with 2.4 million guests served

Negative

• None.

Insights

Financial Analyst

The acquisition of Postcard Cabins represents a strategic move for Marriott to capitalize on the growing outdoor hospitality sector. With 1,200+ cabins across 29 locations and 2.4 million guests served, this acquisition provides immediate scale in the nature-based accommodation segment. The integration with Marriott Bonvoy's 219 million members creates significant cross-selling opportunities and potential revenue synergies. The timing aligns with post-pandemic travel trends showing increased demand for outdoor and wellness experiences. While financial terms weren't disclosed, this acquisition diversifies Marriott's portfolio beyond traditional hotels and positions them to capture a growing market segment that attracts younger demographics and wellness-focused travelers.

Market Research Analyst

This acquisition reflects the evolving hospitality landscape where experiential and nature-based travel is gaining significant traction. Postcard Cabins' impressive metrics - 40 million hours of nature stays, 600+ wedding proposals and 100,000 dog stays - demonstrate strong market validation for this concept. The integration into Marriott's platforms in 2025 will likely accelerate growth through enhanced distribution and loyalty program benefits. This move positions Marriott to capture a slice of the booming outdoor tourism market, estimated to grow significantly as millennials and Gen Z prioritize unique, authentic experiences over traditional hotel stays. The deal strengthens Marriott's competitive position against emerging alternative accommodation providers.

The Postcard Cabins brand, formerly known as Getaway and a pioneer in outdoor hospitality, joins the Marriott International Portfolio

BROOKLYN, N.Y., Dec. 12, 2024 /PRNewswire/ -- The Postcard Cabins brand, formerly Getaway, a pioneer in the emerging outdoor accommodations sector, is pleased to announce its acquisition by Marriott International, Inc. (NASDAQ: MAR). This milestone marks an exciting step for Postcard Cabins as it continues to redefine how people experience the great outdoors, disconnect from daily life and find meaningful moments in nature.

Founded in 2015, Postcard Cabins was built with a mission to bring the experience of finding free time in nature to more people—offering a chance to slow down, unplug and embrace the great outdoors with ease and comfort. This innovation sparked a movement: guests have spent over 40 million hours immersed in nature at Postcard Cabins' 1,200+ cabins across 29 Outposts.

With more than 600 wedding proposals, close to 100,000 dog stays and more than 2.4 million guests and counting, Postcard Cabins represents more than accommodations—it has become synonymous with providing immersive moments in nature.

Recognizing the Rise of Nature-Based Accommodations

Marriott's acquisition of the Postcard Cabins brand signals a deep understanding of the emerging outdoor accommodations sector, a space increasingly sought by travelers eager to trade the pace of an always-on culture for the serenity of nature. In joining Marriott's portfolio, Postcard Cabins will introduce its unique offering to a global audience, leveraging Marriott's resources and its award-winning Marriott Bonvoy travel platform, which counts over 219 million members worldwide.

"In joining Marriott, we're excited to bring the Postcard Cabins experience to a global audience seeking exactly what we offer—a place to slow down, disconnect from the everyday and invest in the relationships that matter most. What started a decade ago with a small group of believers in the power of spending free time in nature, has grown into a national movement, which we expect will only gather steam with Marriott's expansive reach," said Jon Staff, Founder and CEO of Postcard Cabins.

"Marriott has long been committed to offering incredible travel experiences for every trip purpose. As guests are increasingly interested in nature-immersive travel, we are excited to build on the incredible breadth of our portfolio and welcome Postcard Cabins to Marriott Bonvoy as we deliver more accommodations and experiences in awe-inspiring destinations," said Leeny Oberg, Chief Financial Officer and Executive Vice President, Development of Marriott International.

The Postcard Cabins portfolio is expected to 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.

A Testament to the Power of Rest and Nature

As more people seek to prioritize wellness and rest, Postcard Cabins provides an opportunity to slow down and invest in the relationships that matter most. Backed by Marriott's global reach, Postcard Cabins will continue its mission of providing transformative, nature-based getaways.

Goldman Sachs & Co. LLC served as the exclusive financial advisor for this transaction.

Postcard Cabins remains committed to being a leader in outdoor hospitality, continuing to make rest not just an option, but a ritual.

About Postcard Cabins 
Postcard Cabins is a leading brand in the outdoor accommodations space, on a mission to make free time in nature a ritual for everyone. With 29 locations within two hours' drive of major U.S. cities, Postcard Cabins offers guests the perfect opportunity to disconnect from daily life and reconnect in nature. Set in expansive private woodlands, each Postcard Cabins Outpost allows guests seeking more free time the space to create meaningful experiences and connections in nature.

Media Contact:
Lexie Gracey, Senior Account Manager
The Lede Company
lexie.gracey@ledecompany.com

 

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SOURCE Postcard Cabins

FAQ

When will Postcard Cabins be integrated into Marriott's (MAR) systems?

Postcard Cabins is expected to be integrated into Marriott's systems and platforms, including Marriott.com and the Marriott Bonvoy mobile app, in 2025.

How many locations and cabins does Postcard Cabins bring to Marriott (MAR)?

Postcard Cabins brings over 1,200 cabins across 29 Outposts to Marriott's portfolio.

How many guests has Postcard Cabins served before the MAR acquisition?

Postcard Cabins has served more than 2.4 million guests, who have spent over 40 million hours in nature.

Will Postcard Cabins be part of Marriott Bonvoy after the MAR acquisition?

Yes, Postcard Cabins will be integrated into the Marriott Bonvoy program, connecting it with over 219 million members worldwide.

Who was the financial advisor for the MAR-Postcard Cabins acquisition?

Goldman Sachs & Co. served as the exclusive financial advisor for this transaction.