For their part, Marriott International was among the companies taking strategic maneuvers and acquisition options when, within months of one another, a brand known for unique cabin-like properties in beautiful settings, and particularly in natural scenery, that stood with the name of Postcard Cabins, had been snatched up by the company.
Outdoor hospitality has become increasingly popular these past few years since travelers are looking for peaceful escapes and immersion within nature. The COVID-19 pandemic further pushed this trend as people preferred isolated areas and overcrowded cities. Being able to acquire Postcard Cabins places Marriott in line with the booming segment to cater to it while allowing the hospitality giant to give diverse travel experiences.
Postcard Cabins has become synonymous with offering eco-friendly comfort stays in the midst of forest, mountain, and lake landscapes. The brand’s minimalist approach to design and focus on sustainability appeal to the modern traveler who desires comfort and also cares about the environment.
Marriott plans for Postcard Cabins to be part of a new brand focused on luxury mixed with the simplicity of nature. The brand name is not disclosed, and the company wants to offer high-class cabins with premium amenities, among which are private hot tubs, outdoor kitchens, and selected activities, including guided hikes and stargazing sessions.
This venture aligns with Marriott’s diversified portfolio strategy that already features world-famous luxury brands, such as Ritz-Carlton and W Hotels. Venturing into outdoor hospitality, Marriott wants to explore this new segment where consumers who crave uniqueness rather than a conventional stay at a hotel are in high demand.
Sustainability will underpin the new brand. Marriott has committed to carrying on Postcard Cabins’ legacy of sustainable operations, including renewable energy sources and water-saving technologies. The company will also work actively with local communities to ensure that there is minimal impact on natural environments and generate economic opportunities for residents.
This fits into Marriott’s overall vision of sustainability, such as lowering carbon emissions and eliminating net waste from all properties by 2050.
With the entry of Marriott in the outdoor hospitality market, the competition would certainly heat up for travel brands. Brands like Airbnb and Hipcamp have already garnered substantial market shares with offerings like rustic and nature-centric accommodations. With a legacy brand like Marriott and resources at its beckon, the luxury of an outdoor stay may look new.
Analysts in the travel industry consider that the new acquisition reveals a deeper trend in customer preference: people want more meaningful relations with nature. This is precisely the opportunity Marriott will have: marrying high-end comfort with a natural environment, thus capturing luxury and eco-conscious guests.
This is the first of several cabin sites Marriott intends to develop in some of the world’s most sought-after destinations.
This new territory will depend on how Marriott balances luxury with sustainability while remaining authentic to the growing demand for nature-based travel experiences. This bold move showcases Marriott’s commitment to evolving with the needs of its guests and redefining the future of hospitality.
