New research from Booking.com signals a pivotal shift in travel behaviours for 2025 – one that positions glamping operators at the forefront of an evolving industry.
According to Booking.com’s Travel Predictions 2025, based on responses from over 27,000 travelers across 33 countries and territories, outdoor hospitality is poised to thrive by aligning with emerging priorities: authenticity, sustainability, wellness, and an appreciation for the night sky.
A representative from Booking.com said, “Travellers are no longer satisfied with traditional, cookie-cutter experiences. Instead, they are seeking journeys that defy conventions and align with their personal values – whether that’s sustainability, wellness or cultural immersion.”
Glamping Meets Noctourism
Among the standout trends is the rise of “noctourism”, a growing fascination with nighttime, nature-based experiences. More than 62% of travellers say they’re planning trips around dark-sky destinations, and many are seeking activities such as starbathing (72%), guided stargazing (59%), attending rare cosmic events (59%), and constellation tracking (57%).
These insights open the door for glamping operators to differentiate themselves with night-focused experiences that blend comfort, nature, and serenity.
Destinations like Tromsø, Norway – famous for its clear views of the Northern Lights – are seeing spikes in interest, with accommodations searches doubling and airlines expanding routes to meet demand.
In Brazil, Zion Bubble Glamping in Urubici is tapping into this nocturnal niche with transparent domes set in the lush Araucária Forest, allowing guests to sleep under an open sky in luxurious comfort.
Six Key Travel Shifts That Glamping Providers Can Embrace
1. Off-the-Beaten-Path Authenticity
Travelers are actively seeking authentic, less-traveled destinations. Glamping sites in remote forests, mountain valleys, or hidden coastlines offer exactly the kind of escape that modern adventurers crave.
2. Sustainability Takes Center Stage
Eco-consciousness is no longer a niche – it’s expected. With glamping’s inherent alignment with sustainable tourism, from solar-powered tents to composting toilets, operators can showcase their green credentials as a core selling point.
3. Wellness + Adventure
A fusion of adventure and wellness is becoming the new normal. Think morning yoga in nature, cold plunges followed by hikes, or meditation sessions under the stars, all amenities that can be seamlessly integrated into the glamping experience.
4. Nature by Night
Planning around nocturnal experiences isn’t just a trend, it’s a movement. Glamping resorts can set themselves apart with amenities like telescopes, guided night walks, and stargazing decks.
5. Family-Focused Experiences
Family values are playing a bigger role in trip planning. Glamping sites offering intergenerational activities– like storytelling around the campfire, nature scavenger hunts, or educational astronomy programs – will be increasingly in demand.
6. Diversity and Inclusion
Travelers want their experiences to reflect the world’s rich diversity. Inclusive design, welcoming atmospheres, and programming that respects different cultures, lifestyles, and accessibility needs will resonate with a broader audience.
A Bright Future for Glamping
With Booking.com predicting a future shaped by deeper emotional connections, nature-first activities, and sustainable practices, glamping is perfectly positioned to thrive. As travellers seek out experiences that nourish both body and soul, the outdoor hospitality sector has an opportunity to lead the way – especially under the stars.
