If you’ve ever considered diversifying into the glamping market, then this article might be of interest!
We caught up with Canopy & Stars, the UK’s leading glamping booking agency, who gave us this expert advice on the potential opportunities waiting for innovative owners
Is glamping still a growth industry?
The glamping and outdoor holiday market has grown exponentially over the past decade, with the UK leading the way. While domestic holidays may have received a boost due to the restrictions caused by the pandemic, the increased interest in glamping that ensued is not temporary.
Wider consumer concern about the climate crisis, a focus on natural wellness, the rise of Instagram and an experience economy that shows no sign of waning mean that glamping is, and will continue to be, big business. Online search traffic has risen by more than 50% since 2020 and the global glamping market is now worth ＄2.35 billion, with further growth forecast over the next decade. It’s definitely a good time to get into the market, as long as you get it right.
What are people looking for?
As the glamping market matures and develops, it’s seeing a dramatic shift away from its origins in pods, yurts and geodomes to more substantial, year-round spaces. Treehouses have always been the market leader when it comes to glamping revenue but in recent years, cabins have seen a rise in popularity and demand. According to the Crown & Canopy market report, in 2019/2020 cabins made up 2.47% of the UK glamping market, but this rose to 10.85% in 2021/2022. This was comfortably the largest increase of any space type. The general rule for any new glamping business is make it solid and make it special.
How do you succeed in a crowded market?
The incredible rise of social media has affected glamping as it has many businesses and aspects of life. Guests are no longer looking for just a break from the city, but a place that will make their followers jealous. Expected standards of comfort have also risen as glamping has become more sophisticated, so the key for any new glamping site is to be bold and beautiful. Innovation, creativity and a few showstopping features will still draw a lot of attention and, more importantly, bookings. When The Wilding Airfield launched on Canopy & Stars and was pushed via our Instagram, it saw 94 bookings in its first month and has run at 93% occupancy since.
What is the experience economy?
With a looming recession and the cost-of-living crisis having a huge effect on consumer choices, added value and a fuller guest experience are more important than ever. This is known as the ‘experience economy’. Surprising or nostalgic features, such as hidden games rooms, outdoor projectors and outdoor bathing are particularly popular, but there’s also value in the simple fact of allowing guests to switch off and have a tech detox. The key is not only to create something that sets a space apart, but to clearly express the qualities that make it special.
How is wellness playing a part?
The wellness industry has boomed in recent years, but what’s taking place now is a deeper shift towards wellness as a factor in all consumer decision making, with a growing body of scientific research putting hard data behind our intuitive reach for the natural world. The Wellness Imperative, published in 2022 by Barclays’s Corporate Banking Hospitality & Leisure team, found that health and wellness had become significantly more important to daily life since the pandemic, with nearly 60% of respondents saying they have made, or intend to make, long-term health and wellness changes. This is one of the drivers cementing glamping’s place in travel and a key reason why the industry is looking at such robust forecasts for the coming years.
What about sustainability?
Travellers are beginning to demand that a company examine the environmental impact of its offerings, with ABTA’s Holiday Habits 2022 report finding that 43% of respondents considered it a provider’s responsibility to be sustainable, not the purchaser’s. Consumer experts like Mintel also report a rise in the interest in sustainable brands and the growing popularity of B Corp certification further shows how change is being driven from the ground up. Glamping businesses start at a huge advantage when it comes to eco credentials, as they are naturally low impact and can easily tap into new sustainable technology during the build phase, all of which helps to entice guests with environmental concerns.
Case Study: The Wilding Airfield, Northamptonshire
Two Pines and Birch View, a pair of multi-level cabins, launched in March 2022 after using the Canopy & Stars consultancy service. A great example of design and setting that blends luxury with nature, they were an instant success.
94 Bookings in first month of opening
93% Occupancy to date (end of Nov)
117k Canopy & Stars booking income to date (end of Nov)
2,282 likes on Canopy & Stars launch Instagram post
About Canopy & Stars
Canopy & Stars offer informal advice as well as a formal consultancy service. Whether you’re ready to welcome guests or only have a field and a dream, get in touch with their Business Development Team for the best possible start to your glamping venture: email them direct or call 0117 204 7830 or ring one of our team members on 01228 406290 and we'll chat through your project with you.
www.canopyandstars.co.uk