Marking 20 years since glamping first emerged on the hospitality scene, Glampingstays has launched a future-gazing report featuring the latest trends and glamping personas to highlight what guests expect from glamping accommodation.
Key insights taken from its new Glamping Horizon Report show 60% of Brits have already been glamping or are planning a trip – presenting unprecedented opportunities for existing owners and future investors.
Joby Mussell, Chief Commercial Officer at Glampingstays, commented: “The research paints a compelling picture for glamping owners with demand showing no signs of slowing. 70% of Brits want to explore more of the UK, along with 81% of Gen Z saying that they’re interested in glamping breaks, so now’s the time for owners to understand how to best maximise holiday let appeal and revenue.”
“The trends show people want to explore and enjoy experiences without sacrificing their home comforts – and they’re prepared to pay for that. What’s more, the next five years are going to be an absolute game changer for the sector as Gen Z embrace glamping further. There’s so much opportunity for owners to take advantage of, and we hope they find the report timely to put key actions into practice.”
Here, Joby shares five of the ten key trends featured in Glampingstays’ report that are shaping the sector.
Top five glamping trends
- Deregulation of Life
Work is no longer 9-to-5. Hybrid working, flexible schedules and the rise of “time millionaires” mean Brits are booking holidays whenever they want – not just during school holidays. Last-minute bookings now account for over 30% of glamping stays, with 64 per cent of adults citing the need to recharge as a driver.
2. The Joy of Missing Out
As life gets noisier, glamping’s core appeal intensifies. 43% of holidaymakers want a complete break from routine, and 38 per cent prioritise recharging. Glamping’s natural settings, combined with comforts and mod-cons are perfectly positioned to deliver this – especially since only 12% want to completely disconnect from technology.
3. AI Discoveries
How people find glamping is changing fast. Social media algorithms and AI assistants are reshaping holiday planning. 23% of glamping-interested consumers want better technology integration at sites – smart features and reliable Wi-Fi are now competitive essentials. Generative Engine Optimisation (GEO) is becoming as important as traditional SEO.
4. Demand for Experiences
Accommodation alone isn’t enough anymore. 39% of potential glampers want guided nature activities (foraging, stargazing), 37% want wellness experiences (yoga, forest bathing), and 33% want cultural tours and farm-to-table dining. Experiences drive premium pricing and repeat bookings.
5. Quality Over Quantity
34% of adults prioritise a better-quality trip over a longer, cheaper one. This is music to glamping operators’ ears – most stays are 1-3 nights, meaning higher nightly rates for premium quality generates more revenue than high-volume budget offerings.
Download The Glamping Horizon Report at glampingstays.co.uk/glamping-trends-report. Packed with insights and top tips, it also highlights how owners can increase their visibility, bookings and revenue by tailoring their offering to attract and profit from seven key personas identified.
The research, based on a nationally representative survey of 1,502 UK adults was commissioned by Glampingstays and conducted by consumer intelligence agency Trajectory.
