Marriott International is making a bold move into nature-immersive travel by launching a new Outdoor Collection under its Bonvoy program and unveiling a dedicated booking hub focused on adventure stays.
With growing consumer appetite for outdoor experiences, the company aims to bridge the gap between wilderness and comfort, providing elevated lodging options that let guests reconnect with nature without sacrificing amenities.
From Cabins to Curated Adventure Stays
The foundation of Marriott’s outdoor push lies in two key partnerships. The company has acquired Postcard Cabins (formerly known as Getaway Outposts), adding 29 locations and more than 1,200 tiny cabins positioned within a few hours of major U.S. cities.
These cabins emphasize design, privacy, and comfort in wooded settings, allowing guests to “unplug” while staying in modern, well-appointed spaces. Complementing this, Marriott has struck a long-term agreement with Trailborn, a boutique outdoor hospitality brand with properties in iconic regions like the Grand Canyon and Rocky Mountains. Trailborn’s portfolio includes both operational and pipeline sites, with a focus on design-forward lodging tied to local natural settings.
These two portfolios will serve as launch partners for Marriott’s new Outdoor Collection. Under this brand, properties will combine access to landscapes and wilderness with hotel-level essentials: comfortable beds, private bathrooms, and curated food and beverage services. The Outdoor Collection seeks to appeal not just to hardcore outdoor enthusiasts but to travelers who may be newer to nature travel but still want reliability, loyalty benefits, and a seamless booking experience.
Alongside the lodging arm, Marriott is debuting a new booking platform called Marriott Bonvoy Outdoors. This platform flips the traditional search model: instead of beginning with a location, travelers start with what they want to do – hike, surf, bike, or glamp – and then discover relevant destinations, stays, and activities.
At launch, the inventory includes over 450 outdoor-focused hotels worldwide, tens of thousands of homes and villas, and a selection of tours and experiences designed to match traveler interests. This approach positions Marriott not just as a hotel provider but as a holistic platform for experience-driven travel.
Opportunities, Challenges, and the Competitive Landscape
Marriott’s step into outdoor hospitality comes at a time when many travelers are seeking deeper connections to nature, sustainability, and wellness. By combining its brand strength, loyalty program, and scale with niche lodging concepts, Marriott aims to capture a new segment of traveler demand. The ability to redeem Bonvoy points, earn elite status perks, and leverage Marriott’s global distribution could offer a competitive edge over smaller, independent outdoor lodging providers.
However, the initiative carries notable challenges. Integrating acquisition and partner operations across very different lodging models can be complex: a remote cabin or boutique adventure lodge demands different logistics (utilities, staffing, supply chains) than a typical city hotel.
Maintaining consistent service standards and technological integration will be essential to protect brand reputation. Moreover, positioning the collection as both authentic and upscale might require delicate balance – for some guests, “getting back to nature” means minimalism; others expect full service.
The competitive environment is also heating up. Major hotel groups and hospitality platforms have begun exploring glamping, eco-lodges, and nontraditional stays. To stand out, Marriott will need to ensure that its curated outdoor offerings deliver distinctive character, local immersion, and seamless user experience. Success hinges on how well the company translates conventional hotel infrastructure into the outdoor context without losing flexibility or guest appeal.
In sum, Marriott’s Outdoor Collection and the Bonvoy Outdoors platform mark a significant expansion of its brand into a rapidly growing travel frontier. By marrying high standards with immersive nature experiences, Marriott is betting it can lead the transformation of how people think about lodging, discovery, and adventure.
Whether guests will embrace this new paradigm in large numbers remains a key question – but the move certainly signals Marriott’s ambition to redefine the boundaries of hospitality.
