Canopy & Stars, one of the leading providers of unique and sustainable outdoor accommodation in the UK, has this week released its latest glamping market report.
The in-depth report looks at how a sector, once thought of as a passing fad, has come through a pandemic and economic downturn looking more robust than ever. Glamping’s entry into the mainstream and evolution in line with both socio-economic and wellness trends leaves glamping perfectly positioned to thrive in the new world of more conscious social media driven travel.
Key findings:
1. Gen Z, video and authenticity: Glamping has a fortunate position, appealing not only to those seeking tranquillity and connection to nature but also to a demographic searching for visually appealing experiences for social media, particularly on TikTok, where Canopy & Stars has seen significant growth in the last 12 months.
This, coupled with a notable increase in site traffic from 18–24-year-olds, underscores the importance for glamping companies to adapt product and strategies to cater to the younger generation’s motivations and preferences.
2. Continued demand, the high-low, and making a stand: The good news is that, even with economic uncertainty, demand for glamping holidays continues to rise. While the market has settled after the Covid boom, Canopy & Stars reports seeing 2022 levels maintained into 2023 and forecasting for 2024 remains strong.
Nightly rates take focus from length of stay, group bookings see a rise, and booking trends show guests are either looking for a stand-out stay and are willing to pay premium rates for it, or a more ‘budget’ option that still provides connection to nature.
It’s not important which category a place sits in, only that it provides the best experience possible within the one it chooses.
3. Quality, growth areas and the impact of regulations: The glamping industry is shifting toward quality over quantity, with a broader geographical spread. While the south has been the heartland, other regions, particularly Ireland and northern England, are catching up, driven by a growing appetite for nature-focused escapes.
Despite new short-term let regulations in the UK, the industry anticipates positive impacts, weeding out weaker offerings and enhancing quality.
4. Building for character & comfort: In 2024, the key to success lies in breaking the mould and prioritising character and comfort. While the post-Covid rush led to a surge in available listings, going forward the focus should be on quality over quantity.
Data shows that places with character and flair not only attract more guests but also generate higher revenues and occupancy rates.
With a growing preference for permanent, year-round structures (cabins & treehouses still lead), imaginative and bespoke designs are crucial for success.
5. Nature becomes wellness: Wellness has become a major driver in travel, making a seamless connection with glamping. In 2023, it is the top travel motivator for 38% of British adults, according to YouGov.
With the wellness tourism sector expected to grow by nearly a quarter by 2025, the relationship between wellness and travel is gaining strength.
Meeting wellness demands involves not just facilities, like the increasingly popular saunas & hot tubs, but also offering on-site or nearby experiences, where nature is central to the wellness such as wild swimming, outdoor yoga, nature-based therapy sessions or woodland walks.
6. Green means go: Sustainability must be a key focus, driven by a rising environmental consciousness. Travel and tourism accounted for 8.1% of global greenhouse gas emissions in 2022 and Mintel reports 75% of UK travellers planned to minimise their environmental impact in 2023.
Consumers seek transparent sustainability efforts from brands, emphasising long-term projects with measurable targets. Mere offsetting is insufficient.
Sustainability efforts should extend to financial incentives, off-season travel, and clear labelling, educating and informing greener choices and encouraging continuous improvement.
