“The cabin”, explains Staff, “reminds us of a time when we didn’t have to respond to something within an hour, let alone 24 hours, when we didn’t have to do conference calls on our vacations.”

Believing that context is everything, the Getaway founders don’t offer, and actively discourage, too much activity (there’s no kayaking, swimming, skiing).

Instead, they offer a cell phone lockbox, acres of nature, tips for “forest bathing”, wildflower scouting and campfire making.

“We are actually trying to regain the idea of boredom,” proselytizes Staff, “And what happens when you push through that. There’s research that shows if you push through that magical things happen.”