Marriott Seeks Trademark for New Brand: 'Outdoor Collection'

The most likely use for proposed new brand Outdoor Collection by Marriott Bonvoy would be to house its recent brand additions, Postcard Cabins and Trailborn. But documents suggest that Marriott has a larger ambition in the great outdoors.

Marriott has filed 12 trademark applications worldwide since April for a new brand called "Outdoor Collection by Marriott Bonvoy," signaling the hotel giant's push into outdoor recreation. Last December, the company said it had "plans to launch an outdoor-focused collection in 2025."

Separately, franchise disclosure documents posted recently on Marriott's site for developers make several references to outdoor hospitality and detail a brand called "Outdoor Collection by Marriott Bonvoy," stating that "one or more brands ... may operate"