Glamping, or glamorous camping, was once a niche, Instagram-friendly trend. Now it’s officially gone mainstream, as the world’s largest hotel company gets more rustic.
Marriott announced two new deals today that automatically give the company a foothold in this growing category. The hotel giant has acquired Postcard Cabins, formerly known as Getaway Outposts, which operates more than 1,000 tiny, luxurious shipping container-like cabins across the U.S. (All are within two hours of a major city.) The hotel chain also entered into a long-term agreement with Trailborn, a line of high-design hotels found near national parks, deserts, and mountains. The deal will add Trailborn to Marriott’s booking system and Bonvoy rewards program.
“Whether you’re looking for bespoke lodging near natural wonders, an elevated camping experience, or off-the-beaten-path excursions in nature, our planned outdoor-focused collection is expected to offer a broad array of options for seasoned adventurers and first-time explorers,” Leeny Oberg, chief financial officer and head of development at Marriott International said in a statement about the deal. Marriott did not disclose financial details around the deals.
Glampers combine the romance of travel to remote outdoorsy locales with creature comforts like wifi service and Nespresso machines. Imagine rustic cabins, Airstream trailers, or tiny houses—but with all the amenities of a boutique hotel in Brooklyn or San Francisco. The mashup has inspired a number of startups over the past decade.
Marriott’s foray into the “alternative” and “nature-forward” hospitality sector follows similar acquisitions by Hilton Worldwide and Hyatt Hotels over the past year. Meanwhile, Marriott is also enhancing its green products for bread-and-butter customers. Earlier this year, it launched a new service for events and meeting planners to track their carbon footprints with detailed reports.
