What is the Future for Glamping in the UK?

Crown and Canopy team up with International Glamping Business to assess the size and scope of the UK Glamping Market.

The UK has been a pioneer in glamping, leading the way in creating ever more luxurious and unusual places to stay outdoors but now there are some who say the market is reaching saturation and bookings this year have been harder to come by. Instead of relying on feedback from Facebook groups, or other opinion-based sources, Crown and Canopy and International Glamping Business teamed up this year to find out how big the UK market really is in terms of numbers of sites and accommodation – how much people are charging and what sorts of structures constitute the best value for money.

The full results of this research will be published in our Essential Glamping Business Manual, which will be available at The Glamping Show and to purchase via our websites. However, here are a few highlights, which go to show that the UK market is not growing as fast as some believe, that it is still providing a solid return on investment, but it is evolving, with new players such as holiday parks and high-end hotels taking it in new directions. Learn about the importance of standing out from the crowd, adding to your glamping offer with wellness and other experiences – and see just how much extras such as hot tubs will add to your bottom line.

Just how many sites are there? Where are they, and what are the most common structure types in different regions of the country and in each county?

We endeavoured to answer these questions and many more through our comprehensive research in 2021. We used a CRM system to log all the independent glamping sites we could find and any that formed part of a group. We didn’t count everything, avoiding a couple of bell tents attached to a pub, pop-up sites or the more mainstream holiday parks. Then we recorded the individual types of accommodation that could be found on each site, the nightly rates in high and low season and any other additional elements or offerings above and beyond the accommodation. This was an incredible amount of work and involved a team of six at any given time, taking lists from Online Travel Agents and other sources such as visitor data from six years of The Glamping Show, checking for duplications and adding in their findings.

As Steph from IGB points out,

It was a little bit like painting the Forth Bridge. As soon as we got through our lists, we really ought to have started from the beginning once more. We also looked at sites that allowed dogs, that had hot tubs and private bathroom facilities and estimated how these added benefits affected the price per night. Our aim was to provide you with an overview of how big glamping really is getting in the UK, what accommodation can command the best return on investment in the long-term and how much extra you can expect to charge if you offer a facility such as a hot tub.

As for the exact size of the UK glamping market – this is as close as you will find anywhere – but it won’t be perfect. For that we would require an exact definition of what glamping is and some idea of how much accommodation is available seasonally and operated without a licence.’

Crown and Canopy have been gathering industry research for the past six years. In 2019, we carried out our first collaborative research with IGB to create the Perfect Pitch report. Now with this round of research we have a good picture of how the market is changing, what structure types are performing well and where. The pandemic changed everything, of course. With unprecedented booking figures in 2019 as the staycation was the only option for holiday makers, and glamping offered the ideal solution for isolated, back to nature retreats, nightly rates skyrocketed and many new sites popped up while others expanded. Because of this unusual year, we did not gather research in 2020.

Our research helps us to understand the market and identify the best opportunities for our clients. We use this information in our consultancy, and it helps to keep IGB on the pulse of all things glamping. This year our findings will be published in the Essential Glamping Business Manual.

How can this help you?

This data can help you to find out which structure types are the most common in your region, which command the highest nightly rates and use the return-on-investment information in the manual to help you determine where your best opportunities lie for development. There may be a gap in the market for group spaces in your area, or treehouses may far exceed cabins in terms of nightly rates or supply and demand in your area.

Whether you are starting out on your glamping venture or are expanding an established site, the Essential Glamping Business Manual and our 2021 research will help you to make the most informed decisions and ensure the best possible chance of success.

2021 Nightly Rate Data

The following graph shows regional averages for all unit types across the UK. The 2021 data indicates a levelling out of nightly rates after a sharp increase in 2020 due to the pandemic. Nightly rates are higher across all regions than those recorded in 2019, with the South East and East Anglia continuing to show the highest rates, followed closely by the South West. This is broadly good news for the sector representing viable opportunities across all regions.

Choosing Structures

It’s helpful to know how well the different structure types perform in your area. Our research shows regional average nightly rates for the ten most popular structure types across the UK and highlights possible development costs and indicative income.

You can use this to help in your decision making and financial forecasting. For example, in the Midlands, treehouses command the highest nightly rates, and for northern England the Dome is consistently drawing in nightly rates of over £200 per night. Cabins sit in the middle of the market for nightly rates across the UK but have been showing a steady increase in price point over the past six years.

Other Findings

We also investigated emerging trends in the glamping market, notably around dogs, ensuite bathrooms and hot tubs. On average, a hot tub adds around £24 per night which is considerable and those sites allowing dogs charge around £10 more per night.

Key and emerging trends also feature in the guide to allow you to position and design your site around an ever-changing marketplace and future proof your product.

Regional Market Share

These figures show that the majority of the market for glamping is still in the south of the country although Wales and the Midlands are still popular. As one may expect there are fewer glamping businesses currently established in the North of England and Scotland.

Edition IV of the Essential Glamping Business Manual is a comprehensive guide to setting up a glamping site. This step-by-step guide takes the reader through the entire process from services and infrastructure to interior design, safety and day to day running.

The Business Modelling section sets out average nightly rates, investment costs, ongoing maintenance costs and estimated yearly net profits from each style of retreat, based on various occupancy rates from bell tents to treehouses. This information can be used to create cash flow forecasts and projected returns for business plans, planning and grant applications.

In this fourth edition there is up to date information on taxation, Community Infrastructure Levy, insurance, and regulations and of course all the main findings of our market research with consumer trends and insights.

Crown and Canopy will be exhibiting at the Glamping Show. Come and find us to chat about the research and how this could help inform your venture. The Essential Glamping Business Manual is available to buy online: www.crownandcanopy.com and www.glampingbusiness.com.