For now we’ll have to mark this as “developing,” but it sure seems like Marriott may soon gain yet another brand, in the form of a glamping-esque experience. Thanks to reader Steve for bringing this to my attention.
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Getaway changes name to Postcard Cabins
A few days ago, a company formerly known as Getaway put out a press release, stating that it has rebranded as Postcard Cabins. For some background, this is a company in the nature accommodation space, with 29 locations situated within two hours of major US cities (find all the locations here). The idea is to offer unique, tiny cabins that are nature focused, allowing guests to disconnect from daily life.
Here’s how the press release describes the rebranding:
Since the company’s inception in 2015, it has focused on creating more free time through experiences in nature that feel picture-perfect, like a postcard capturing a special moment in time. The new name will build on that foundation and better position the company to scale and offer more opportunities to deliver those experiences that create meaningful moments of connection, relaxation and reflection in nature.
Okay, to be honest, I hadn’t heard of this company, prior to a reader bringing this to my attention, given the interestingly angle related to a major hotel group. One thing is for sure — nature-focused tourism is on the rise, and it’s clearly something the major hotel groups are also trying to capitalize on.
For example, in recent months we’ve seen Hilton Honors partner with Autocamp, and we’ve seen World of Hyatt partner with Under Canvas.
Postcard Cabins owned by Marriott?!?
If you look up Postcard Cabins with the US Patent and Trademark Office, you might be a bit surprised to see who the owner of the brand is — it’s Marriott. An application was filed on September 30, 2024, so this is a pretty recent development.
So maybe I’m missing something obvious, but it seems that Marriott has quietly acquired Postcard Cabins. The rebranding from Getaway to Postcard Cabins also makes sense in the context of the brand potentially joining Marriott Bonvoy.
Marriott has long marketed vacation “getaways,” so probably doesn’t want that as the name of a brand, from the perspective of SEO and not causing confusion among consumers, if nothing else.
I have to imagine that an announcement is imminent about Marriott’s acquisition of Postcard Cabins, and that this brand will be integrated into Marriott Bonvoy. I guess the decision was made to first put out a press release about the rebranding, and then at some point the Marriott integration will be announced as well.
It almost seems like the press release from a few days ago is dropping hints about this, stating that the new name will “better position the company to scale and offer more opportunities to deliver those experiences.” Nothing helps with scaling quite like joining the world’s largest hotel group!
Again, this is all just speculation, and it’s possible that I’m missing something obvious, but… I doubt it.
Bottom line
Lodging company Getaway has rebranded as Postcard Cabins, and offers cute nature-focused cabins in dozens of locations across the United States. Interestingly, Postcard Cabins appears to be owned by Marriott, so I have to imagine that some sort of an announcement is imminent, and that this relates to the rebranding.
What do you make of the prospect of Postcard Cabins joining Marriott Bonvoy?
Thanks for the info I was wondering why the sudden name change. Just stayed in one in Suches GA. It was great for a quick stay just needed food and clothes VS all the gear for camping. There was a 30% discount offer so the price was great. This location already below the average cost. Very private no cell service/wi-fi and a couple of hours from ATL.
I've stayed at the one in CT. Totally not worth the price increase unless they change something about it. $400 a night on the weekends?? Give me a break. It's not that private, and it was in a super weird location.
Marriott is my first choice, and I can’t wait to stay at a postcard cabin!
Only came with a 30% price increase, what a steal.
Seems like a true win-win combination. The world's largest hotel company and the nation's largest glamping provider. I have been to my local Getaway several times and love it. Can't wait to use my Bonvoy points for Getaway stays!
I love Getaway cabins! Really beautiful, well-designed, and a great experience start to finish. They offer something very different from other options out there. I'm curious to see what will happen with the company now that they're probably going to grow and scale a lot
Several articles about The company stated that they are going to be managed by a third-party company out of Atlanta. They should be transparent with their employees as there will be changes.
Stayed at one in Texas maybe 3-4 years ago. Very basic, tiny home esque, but we enjoyed it and was dog friendly. We weren't coming from a nearby city which is their target market, rather just driving through, but it was a little too far from amenities for us.
Marriott is not a hotelier. It’s a booking platform with a side hustle of managing some upscale or luxury hotels.
Spot on. Don't you think they should inform the public of that fact?!
This appears to be a trend. Watch out for further announcements regarding the Hyatt + Under Canvas relationship soon.