Canopy & Stars, one of the UK’s leading booking platforms for outdoor holidays, has released a report into the state of the glamping industry.
The report shows that whilst the popularity of glamping continues to rise, flexibility is key for operators looking to attract guests this year.
Key findings from the report include:
- Glamping revenue has doubled since pre-pandemic levels
- The glamping season has expanded outside of summer months, with September and October stays up 45% (against 2019), and year-round spaces such as cabins and treehouses increasing in popularity
- Over 50% of Canopy & Stars incoming enquiries are currently looking for flexibility on booking terms
Year-round structures such as cabins and treehouses are increasing in popularity – cabins now make up 43% of Canopy & Stars total revenue share (up from 36% in 2019) and treehouses represent 24% of revenue share (up from 21% in 2019).
The Market Report covers six sections, with each providing insight into Canopy & Stars’ own booking trends and wider consumer trends which have driven glamping’s popularity:
The Evolution of Glamping
Glamping has now established itself as a fixture in the travel industry. What some thought might be an unrealistic spike caused by pandemic travel restrictions has turned out to be a permanent change in perception and consequently an enormous leap in potential.
Consumer Behaviour
The cost-of-living crisis, pandemic hangovers and the power of Instagram have altered consumer behaviour and extended the season, but savvy operators can respond by staying flexible and engaging with guests on new platforms.
Space Type Popularity
Glamping moves beyond its canvas origins towards high-end spaces of quality design and more year-round appeal, with cabins and treehouses beginning to take an overwhelming share of revenue and achieve impressive occupancy rates.
Nature Connection
In the aftermath of lockdown and with increasing stress in many aspects of life, guests look to bring nature into how they live and travel, with the industry turning to outdoor experiences and wellness messaging in response.
The Experience Market
As the trend for experience-led travel accelerates, operators need to showcase more than their rooms, demonstrating added value to guests through features and activities available during a stay.
Ethics & Sustainability
Growing concern for the environment and a push for greater inclusivity mean travel companies face some tough choices, but have the chance to be at the forefront of a better version of the industry that’s slowly taking shape.
