Marriott Explores Outdoor Hospitality

Marriott wants to redefine wellness travel.

New frontiers. The hotelier acquired Postcard Cabins (fka Getaway) and signed a long-term agreement with Trailborn, both outdoor hospitality operators.

Check out. A contrast from amenity-rich resorts, Postcard promises low-maintenance immersion in nature, counting 29 outposts all located within two hours of a major US metro.

Meanwhile, Trailborn has five boutique hotels in iconic outdoor destinations. In both, Marriott will capitalize on consumer interest in slow experiences, offering urbanites seamless escapes.

Middle ground. Active camping households jumped 68% in the last decade, but newcomers aren’t always willing to rough it.

Hipcamp—which acquired BookOutdoors in October—saw searches for amenity-rich campgrounds spike 87% this summer, while demand for WiFi-equipped sites jumped 110% YoY.

A happy medium, adventure lodges are catching on. Hyatt partnered with glamping company Under Canvas, Hilton aligned with Airstream outfit AutoCamp, and Field & Stream announced the debut of its flagship site in Bozeman.

Takeaway: More than luxe spas, wellness travel means carving out time to reconnect. With lower costs and wider reach, outdoor hospitality benefits operators and consumers alike.