Jennifer Oldland discusses the evolution of luxury camping, experience-led travel and why authenticity remains at the heart of Camp Kerala’s success.
As glamping continues to mature into a global hospitality sector, one of the pioneers behind the movement has reflected on how the industry has evolved over the past two decades.
In an interview with The Times, Jennifer Oldland, founder of luxury camping company Camp Kerala, looked back on the journey of building one of the UK’s best-known experiential hospitality brands, which this year marks its 20th anniversary.
Originally launched to provide luxury accommodation at the Glastonbury Festival, Camp Kerala has since expanded into a portfolio of high-end outdoor hospitality experiences, helping shape the premium glamping market long before it became mainstream.
Speaking to The Times, Oldland reflected on the company’s early years and how guest expectations have shifted from simply seeking somewhere different to stay towards prioritising memorable experiences and meaningful time outdoors.
That evolution mirrors wider trends across the outdoor hospitality sector, where operators are increasingly focusing on experience-led destinations rather than accommodation alone. Wellness, gastronomy, nature immersion and authentic local connections have become key drivers of guest demand, while distinctive brand identity has emerged as an important differentiator in an increasingly competitive marketplace.
Camp Kerala’s longevity also highlights the growing value of niche positioning. Rather than expanding into a conventional accommodation provider, the business has remained focused on creating premium temporary hospitality experiences that combine comfort with a strong sense of place.
For operators entering the market, the story offers a reminder that successful outdoor hospitality businesses are often built around a clear concept rather than an ever-growing list of amenities.
Twenty years after helping introduce luxury camping to festival audiences, Camp Kerala continues to demonstrate how experiential hospitality can evolve while remaining true to its original vision.
