Glamping Business Americas | December 2022

Hello and welcome to the final issue of Glamping Business Americas of 2022! We would like to thank all of our readers and advertisers for their support – the readership has grown significantly this year, which has led to us introducing this extra issue. We would also like to thank our amazing contributors for their articles, the amount of glamping expertise that we bring you within these pages is incredible. Many of you of course joined us at the Glamping Show Americas this November – we had an amazing few days in Aurora, Colorado. The show was bigger than ever with more than 100 quality exhibitors, on-site glamping and 3 days of conference program attended by more than 700 people. It is clear to see that the appetite for glamping is bigger than ever!

David Korse Director

The upscale outdoor hospitality company Under Canvas is now accepting 2023 reservations for its newest location and 11th camp, Under Canvas North Yellowstone - Paradise Valley, for its inaugural season on June 15 2023.

Located on 50 acres of Montana ranchland with expansive valley and mountain views, Under Canvas North Yellowstone - Paradise Valley provides unparalleled access to the north side of thecountry’s first national park, with exclusive riverfront access for guests allowing for worldclass fly fishing on-site and river float experiences.

“We are thrilled to be opening our third Montana camp, and second outside Yellowstone National Park. Montana is such a special place, with wild, natural beauty, and each of our properties has something unique to offer,” said Matt Gaghen, chief executive officer of Under Canvas.

“Our Paradise Valley location provides the opportunity to explore the incredible north side of Yellowstone National Park while enjoying our

amazing site right on the banks of the Yellowstone River with stunning views of Paradise Valley and its famous ranchland and mountains.

It’s incredibly meaningful for us to announce this exceptional location where Under Canvas first started and welcome guests to this spectacular site that is so conveniently located near multiple bucket list Montana destinations.”

The new camp will offer upscale, safari-inspired canvas tents on elevated decks with private ensuite bathrooms. Complimentary programming will include acoustic live music, daily yoga and more. Off-site adventures including horseback riding, Yellowstone River luxury float trips, guided hiking tours, fly-fishing and white-water rafting are also available to be booked in advance.

A cornerstone of the Under Canvas experience and development ethos is the brand’s Mindful Approach. Under Canvas camps are designed to minimize disturbance and maximize open space, each with dedicated, undisturbed green spaces. The camps are designed to flow with

Since opening the first camp 10 years ago near West Yellowstone, Under Canvas has dedicated itself to inspiring connections with extraordinary places, people, and the planet by enhancing access to the outdoors. Its safari-style accommodations perfectly embrace their natural surroundings while featuring indoor luxuries. Under Canvas currently operates 10 locations.

Reservations for the 2023 season are available now at www.undercanvas.com.

British dome manufacturer, TruDomes, has enjoyed a flying start to its expansion into the US with a series of major orders in response to the company’s stateside launch at last month’s Glamping Show USA.

Dome sales have already been secured with clients in North Carolina, Arizona and Texas in preparation for the 2023 season. A high level of interest has also been received from resorts and glamping businesses in New York, Florida and a range of Western states including Utah, Idaho, Colorado, California, Nevada and Washington.

TruDomes President and CEO, Kelda Bassett, said: “The Glamping Show USA was a fantastic experience and it proved to be the perfect launchpad for our US operation. The event provided the opportunity to showcase the versatility, durability, sustainability, ease of installation and all-season performance that characterise our geodesic domes. Show visitors gave us very positive feedback about our manufacturing quality, which uses aircraft-grade aluminium, and our ability to incorporate bespoke features. We were delighted to confirm a series of orders in the weeks that followed the show

and we have started despatching from our new warehouse in Salt Lake City, which is stocked with a range of domes ready to ship anywhere in the country.”

TruDomes’ business has also enjoyed substantial growth in Europe. The company has experienced a spike in demand from glamping sites in Ireland while a successful appearance at the Holiday Park & Resort Innovation Show in November boosted UK sales and secured new clients in Sweden.

TruDomes Vice President, Louise Stone, said: “A decision to manufacture a wide range of stock for international markets has enabled us to provide fast turnaround and achieve a quick uptake of sales from businesses which require domes for the upcoming glamping season. In both the US and Europe, we have seen an urgency from holiday parks and resorts who are reporting a demand for accommodation but are hampered by a shortage of availability.”

About TruDomes

TruDomes’ parent company spans over 40 years of manufacturing in Central England. The management team are great believers in transparency, working closely with customers to bring a collaborative vision to life. TruDomes provide bespoke options to enable clients to create a unique glamping experience.

The company was awarded Outdoor Accommodation of the Year in the 2019 Luxury Travel Guide Lifestyle Awards in 2019, Best Dome Manufacturer by Glampitect in 2021 and Best Glamping Manufacturer with an Excellence in Customer Service Award by Lux Life in 2022.

the natural topography of the land to eliminate unnecessary earthwork.

These stories first appeared in Modern Campground, moderncampground.com

& LAND ACQUISITION

Pettigrew State Park, located in Washington and Tyrrell counties, will receive more than $2 million in improvements to the campground through the Parks and Recreation Trust Fund or PARTF.

The North Carolina Parks and Recreation Authority is responsible for PARTF and has just granted $17.4 million to finance nine capital improvement projects and six acquisitions of land in North Carolina state parks, according to N.C. Division of Parks and Recreation.

The authority approved the funds at its meeting on Nov. 4. North Carolina Arboretum, located in Asheville, the state announced on Thursday.

“These land acquisition and park improvement projects will both expand our state parks system and repair and restore facilities and trails for the benefit of the people of North Carolina as well as

visitors to our state,” N.C. Department of Natural and Cultural Resources Secretary D. Reid Wilson said in a statement.

“We are grateful to the General Assembly and Governor Cooper for providing significantly increased investments in the Parks and Recreation Trust Fund over the last two years.”

Alongside the $1.94 million to be spent on campground improvements in Pettigrew State Park, other capital improvement projects funded by the program include historical enhancements to the buildings in the Carvers Creek and Hanging Rock state parks, a revamped drainage systems in Chimney Rock State Park, and the construction of a trailhead as well as trails along Northern Peaks State Trail at Elk Knob State Park.

Some of the approved projects will be a part

of Connect NC Bond projects at Carvers Creek, Grandfather Mountain, Pettigrew, and Hanging Rock state parks. Connect N.C. Bond projects are government investments in public infrastructure like state parks, community colleges, and public security.

The park planning funding approved by the fund projects will be used to fund the management plan for parks in the state and the State Comprehensive Outdoor Recreation Plan. Also, the funding was approved for renovations and repairs for state park facilities throughout the state.

An amount totaling $2.1 million was approved for land acquisition in 5 state parks. This includes 215 acres that will join two Mount Mitchell State Park tracts and the 58 acres needed to join Elk Knob State Park to Peak Mountain.

WICHITA FALLS JELLYSTONE PARK TO UNDERGO RENOVATIONS

Wichita Falls Jellystone Park (Texas) will undergo massive upgrades as the award-winning resort transition to a Yogi Bear and friendsthemed destination.

According to a report from the Times Record News, the campground resort will add bigger and better larger attractions and activities for all the guests to enjoy.

December last year, Northgate Resorts, which had recently bought the campground, decided to re-partner with the Jellystone franchise.

The campground has received numerous awards throughout the years and, most recently, the 2021 best large campground of the year from the Texas Association of Campground Owners Jellystone features more than 75 camping resorts across both the United States and Canada. Northgate Resorts, a company based in Grand Rapids, Michigan, has a fleet of cabin and RV resorts throughout the United States, including 18 Jellystone locations.

Jellystone is famous for its glamping-style accommodation, fun activities in the company of Yogi Bear characters, as well as non-stop activities for families during the main season.

The improvements will come in two phases, with the first phase scheduled to be completed before Memorial Day 2023.

Phase one will include 50 more RV sites located northwest of the property. There is also the massive splash pad, amphitheater, renovation

to the chapel and grand lodge, new restrooms, security check, and basketball courts.

Upgrades will also include new appliances, decor, and amenities for many cabins and the demolition of old barns and animal habitats.

The second phase will comprise another 50 RV sites and several additional camping sites close to the pond, housekeeping facility, and a new bathhouse.

The construction process at Jellystone Wichita Falls is carefully designed to avoid any disruption to the experience of guests as it progresses. The

campground will not be closed at any time during the construction.

Visitors can rent RV sites, cabins, or campgrounds for nightly rentals or long-term rentals. The chapel, as well as other venues with stunning views, are available for rent for weddings and family reunions, as well as other events.

While the campground is open all year long, Yogi Bear and the other characters are in “hibernation” for the winter and are only available for activities during this time on weekends.

NORTH CAROLINA STATE PARKS RECEIVE $17.4M FOR IMPROVEMENTS

Photo courtesy of Wichita Falls Jellystone Park

Letter from AGA founder:

BY RUBEN MARTINEZ

We want to thank everyone who attended this year’s Glamping Show for the support, enthusiasm, and energy you brought to the event, making it the most successful Glamping Show Americas to date. This event is by far our favorite time of the year for many reasons but the primary reason is that we are able to see and catch up with everyone in person. One individual mentioned to me that they noticed how often they would see people hugging when they would greet each other and how they hadn’t seen this type of warmth at other events. My response was that this industry involves some of the most intelligent, hardworking, kind and genuine people on the planet and when you get everyone under one roof for Glamping Show Americas, something magical really does happen and it is clear to see that this industry is like none other.

Our first in-person Glamping Investment Connection brought seven unique glamping projects to center stage to pitch their businesses to a room full of industry-specific partners and capital providers. It was exciting to see the variety of projects that the community is working on and this event really showcases the exciting direction the industry is heading. We are looking forward to next year’s event and highlighting the next group of glamping entrepreneurs. And the Glamping Basics sessions were a hit again this year and it is beyond humbling to see a room full of new and aspiring operators with a tremendous amount of energy ready to move their projects forward.

We also hosted the first annual AGA Glamping Awards which was created to acknowledge the achievements and contributions that our members have made and will continue to make across the glamping industry. There are five award categories and a big congratulations to the 2022 recipients: Timberline Glamping, Terramor Outdoor Resort,

Secret Creek Campspot and Eco Structures. More exciting award news to come for next year!

It was exciting to see all the different types of products and services that are now serving and supporting the industry. The variety of structures that were showcased on site shines a light on the unique and ambitious horizon that is ahead of us and how the American market is setting itself apart and setting itself up for a very exciting 2023. Every year the event gets bigger and brighter and that has everything to do with those that support and believe in this industry. So a big thank you is in order for all those that came out to the event and we are very excited for next year!!

For more info please contact: https://americanglampingassociation.net/ info@americanglampingassociation.net

SAGE OUTDOOR ADVISORY SEEKS TO

‘PAVE THE ROAD TO INVESTMENT’ FOR LAUNCHING GLAMPING BUSINESSES

Sage announced at the Glamping Show in October that they are nearing completion on the industry’s first quantitative glamping report.  This report gathers public glamping data like average daily rate (ADR) by unit type, rates for different amenities and growth of the industry. The goal of this first data report is to help launching and expanding glamping businesses make financial projections.

If you have tried to raise money to launch your glamping business, then you probably know all too well that it can be a rocky fundraising road. Glamping business projections typically include nightly rates of $200, $300 or even $500 a night. Traditional lenders new to this industry often balk at these figures, and understandably so. If you’re new to glamping, it can be hard to believe that guests are willing to spend $200 to $500 per night to sleep in a tent or tiny home cabin, but as we all have seen, that is exactly what is happening.

Sage is led by an MAI and certified general appraiser which means they have the extensive training and credentials that allow them to interact directly with banks and investors as an independent third party. Simply put, they bridge the financing relationship between glamping businesses and money by assessing and validating business proposals.

“We work with banks and investors on a daily basis so we know what they look for,” said Shari Heilala, MAI, certified appraiser and President of Sage, “They want to see evidence that this type of business is succeeding in the market. Otherwise put, investors want to see hard data like growth, average daily rates and occupancy figures that show that customers are willing to pay for this type of experience currently in the market. The hotel and short term rental industries are inundated with this type of information that investors use to make capital decisions, but glamping is a different story. The market is so new and contains so much variety that no one has gone through the effort to invest in tracking this type of data in such a niche market.”

On the other hand, Sage Outdoor Advisory specializes entirely in this segment. “It’s all we do. We have completed well over a hundred and fifty appraisals and feasibility studies for projects in the outdoor hospitality space. Our clients often ask us, ‘what is the best unit type to use for our location? Should we invest in private bathrooms in our units? Or how much can we expect to make in our first, second, and third year?’ We answer these questions for all our clients, but we thought, let’s track the supporting data across the entire industry and make these insights available for anyone launching a business in the glamping space.”

In January, Sage hired Connor Schwab, as the Head of Outdoor Hospitality to spearhead the project. They brought on a U.S. based research team and are partnering with industry leaders to make the project a reality.

At the Glamping Show in October, Sage released some early figures in the 2022 North American Glamping Report that they co-published with Terramor/KOA. Sage plans to release a full owner-operator focused report

in early 2023. If you would like to receive a copy of this report when it is released, email admin@sageoutdooradvisory.com.

The database currently includes about 230 glamping sites which totals about 4,700 glamping units in the industry. You can see what businesses were researched in the the Sage Glamping Map on their website. While Sage is currently focused on glamping businesses, they have teamed up with AirDNA who is curating glamping short term vacation rental data that is listed on sites like AirBNB and VRBO which will be included in the future report.

Sage has agreed to pre-release some of their glamping business emerging insights with the Glamping Business Americas audience. These insights can be seen in the following tables.

The Compound Annual Growth Rate (CAGR) was 13% from 2001-2021 and 16% from 2011-2021 *Figures only include glamping businesses where guests can book directly; this does not include glamping units only listed on 3rd party sites like AirBNB, VRBO, or HipCamp *2022 incomplete numbers not included to preserve trendline

glampingshow.us | Glamping

Applications are now open for the first 10-20 glamping businesses to pilot the second phase of Sage’s participatory shared database. Read to the end for a full explanation.

Shari Heilala

Connor Schwab

“One of the most unique characteristics of the glamping industry is everyone’s willingness to collaborate. People tend not to see each other as competition, but as friends and allies who can help each other out and share insights.”

AMENITIES IMPACT ON AVERAGE DAILY RATE (ADR)

“As you can see, we have gleaned some pretty powerful insights and trends with the data tracked so far. The data suggests that guests are willing to pay over twice as much to stay at a property offering full food and beverage service and almost twice as much to stay in a unit with a private bathroom.  On the other hand, there is little correlation in increase of nightly rates for sites with water features and for unit capacity. This data makes a monumental difference when devising your business offering and site plan” per Ms. Heilala.

Sage’s database and report tracks data that is publicly available online, but there is still much more information out there that would be incredibly useful to glamping businesses that is not publicly available.

Ms. Heilala comments “The reality is that most people running a glamping business operate in isolation. They are in the trenches and have little time to assess the health of their operations. Up until this point, there have been no tools to help in determining whether their business is outperforming or underperforming in the market.”

Sage envisions operators being able to measure how they are performing in areas such as:

• Occupancy and average daily rate

• Expense ratios and operating costs like payroll, insurance, legal, utilities and maintenance

• Cost to make improvements like add a bathroom or amenities

• Time from the property purchase to opening

To tackle this issue Sage will be rolling out a second phase of their database.  This will be a participation based library of shared information. Sage will give owners and operators the opportunity to submit their business information on an anonymous basis in order to see how they compare to other glamping businesses (also on an anonymous basis). The pilot program is expected to launch early next year, and Sage will be accepting the first 10-20 businesses to apply on their website.

“One of the most unique characteristics of the glamping industry is everyone’s willingness to collaborate. People tend not to see each other as competition, but as friends and allies who can help each other out and share insights.” Ms. Heilala said,  “I think the American Glamping Association and the Glamping Show have played key roles in fostering this general comradery.”

She continues, “We all seem to be unified in our goal to provide more guests with an incredible hospitality experience in nature, and Sage is in a unique position to contribute something relatively monumental to the industry as a whole.”

The mission at Sage Outdoor Advisory is to foster more environmental stewardship by providing the mass population more meaningful opportunities to experience and connect with nature. By helping more people launch glamping businesses successfully, it furthers this mission and elevates the whole industry.

Sage is offering current glamping owners the opportunity to submit their business metrics anonymously in exchange for an owner’s version of the report and early access.  To be included you can sign up here or email admin@sageoutdooradvisory.com

Selecting Structures

BY MIKE & ANNE HOWARD Images © HoneyTrek

When it comes to types of glamping structures, this industry is spoiled for choice. Wall tents, domes, yurts, pods, tipis, bubbles, treehouses, wagons, train cars, and designs beyond the imagination are ready for order. But which one is best for your camp? Budget, climate, terrain, length of season, personal style, and target audience are all factors to find your match. To help narrow down your options, be it to start or expand your offering, we’re taking our experience from our 11-year glamping journey to break down the main offerings and weigh the pros and cons of each. Please know that this is just an overview and there are many exceptions to the rule. With the right glamping manufacturer and your own ingenuity, virtually any pain point can be solved. With the right setting and style, we’ve had wonderful stays in every structure type listed below, so we hope you find the one(s) for you and make them uniquely your own.

Note on price estimates: With so many variations on a structure’s possible materials, size, configurations, product origin, and overall quality, the cost can vary wildly. But since budget is an important factor in the selection process, we’ve come up with a (rough) average price of each structure type to inform the decision-making process.

BELL TENT:

With their short walls and long sloping roof, this circular design is a cross between a tipi and a wall tent. Held up by a central pole and supported by guy lines, this is glamping’s simplest construction. Its youthful look and small footprint make it well suited for young couples and kids. For a nice variation, the “Lotus Belle” is rounded with a dramatic peak and ribbon-like guy lines. Ribbing in the fabric pushes out the walls and ceiling for more usable square footage and an exotic look.

Pros: Easy to set up, tear down, and move around. Takes up minimal storage space in the off-season and acts as good overflow lodging in the high season. Lowest price point for a glamping structure.

Cons: Low-slung roof makes it feel smaller inside. Limited ventilation (mesh-paneled walls help). Front door is often the only view. Commands lower revenue per night. Shorter-life span.

Price: ~$700

WALL TENT:

Also called a safari tent or prospector tent, this rectangular design has been in use for centuries and become the most iconic of glamping. Its straight walls and pitched roof emulate the framework of a simple house and are tightly covered in heavy canvas or a similarly tough material. Zip-down windows are on two or three sides, and fabric doors roll back for extra breeze. Like most glamping structures, a platform is required, which can also serve as a deck.

Pros: Timeless design. Cost effective. Better air circulation.

Cons: Little insulation for sound or cold weather. Roll-up windows and doors can be cumbersome.

Price: ~$4,000

Pros: Iconic design. Spacious, well-suited for groups. Enhanced insulation. Hearty construction can handle snow load and strong wind.

Cons: Obscured or little views. Less natural light.

Price: ~$12,000

YURTS:

Invented by the ancient nomads of Central Asia, these wood-and-fabric dwellings (also called ger) are spacious and sturdy. Lattice walls expand 10 to 30 feet in diameter to create a circular living space. Dozens of rafters angle up toward the point of the roof, which is left open for a chimney or a clear dome for sunlight.

TREEHOUSES:

Built in the boughs of a mighty tree, this whimsical concept can range from a simple cabin to a veritable mansion in the canopy. It is often accessed by suspension bridges or stairs, and can be multiple stories. Stilts are sometimes added as support or as the foundation for a treehouse-like structure.

Pros: Highly sought-after. Well insulated. Privacy. Commands high nightly rate.

Cons: Costly and time-consuming to build; often requires an engineer. Complicated to run plumbing. Safety concerns.

Price: ~$50,000

DOMES:

Walls gradually round into the roof for a halfsphere construction. Metal rods intersect to create an appealing diamond pattern inside and out. Covered in a mix of opaque and clear materials, the see-through sections double as panoramic windows.

Wall Tent at Firelight Camps

Yurt at Castle Rocks

Dome at Glamping San Miguel

Treehouse at Cypress Valley

Bell Tent at Fort Seward

Pros: Sturdy construction and synthetic covering is more wind and water resistant. High ceilings open up the space and can be adapted for a lofted living area. Expansive views. Trendy.

Cons: Little ventilation and harder to cool naturally. Trendy.

Price: ~$7,000

Pros: Novelty. No platform required, wheels raise structure and act as a platform. Brings historic and cultural value that works particularly well in the West and family-friendly camps.

Cons: Niche. Limited windows for views and ventilation.

Price: ~$25,000

CABINS & TINY HOUSES:

These hard-sided, house-like structures are designed to feel and function like home. Architectural plans are readily available for construction or prefab options can be delivered. Cabins are simpler in design, while tiny houses offer creative solutions to maximize space.

Pros: Eye-candy. Memorable. Photogenic. Increased likelihood for media coverage. People pay more for unique experiences.

Cons: Less-approachable, risks form over function, and custom work is more expensive.

Price: Sky is the limit

VINTAGE TRAILERS:

A retro house on wheels, hard-sided campers pack in bedrooms, living rooms, kitchens, and bathrooms in a slender footprint. Some glamping properties completely renovate their trailers for a modern look, others take pride in preserving their mid-century design.

Pros: Prebuilt with basic furnishings. Spaceefficient. Plumbing and duct-work included. Easy to move. Four-season. Nostalgic and approachable, particularly to RVers and inexperienced campers.

Cons: Can be seen as dated or downmarket by some customers. Hard to find in good condition and costly to renovate to modern standards.

Average Price (with renovation): ~$40,000

Pros: Long-lasting, four-season ready. Kitchen and bath. Familiar yet fresh.

Cons: Higher price point, house-like construction is less like glamping. Typically needs a more permanent foundation and permitting. Not easy to move.

Price: ~$45,000

COVERED WAGONS:

The trailer’s horse-powered predecessor has made a comeback in a variety of forms (sheepherder, gypsy, and covered wagon). Though in North America, covered wagons are leading the charge. Akin to those used by the western pioneers, this wagon bed is topped with metal arches (or hoops) that give the walls and roof its rounded shape and framework for the canvas covering.

UNIQUE & UNUSUAL:

As long it’s comfortable, stylish, and in nature— anything goes in glamping! It could be the creative reuse of a train car or shipping container, built into the earth like a Hobbit house or fashioned inside a mountain cave, or spring from an architect’s imagination, like a teardrop suspended in the air. When it comes to catching the attention of potential guests and the press, the more creative the better. Plus, it’s good for bookings and the overall industry to push the boundaries of glamping to keep things fresh!

What structure sounds like your best option? The good news is that you don’t have to choose just one. Starting off with a few types of glamping units is a great way to do some A-B testing and see which structure works best in your environment and gets booked with more frequency. A diverse offering helps appeal to a wider audience and offers returning guests something new. While it can be a tricky to make such a big decision, remember that the structures you pick don’t define your glamping offering. Use your personality, creativity, design sense, and hospitality, so that no matter how many nearby camps have similar structures, the experience you offer is one of a kind.

About Mike & Anne Howard

Traveling for the last 10 years across 63 countries, Mike & Anne are travel experts with a glamping speciality. They launched HoneyTrek.com to chronicle their journey, and have since written National Geographic’s bestselling book Ultimate Journeys for Two and the first guide to glamping in North America, Comfortably Wild. Earning a Lowell Thomas Journalism Award for their book and a seat on the American Glamping Association Board of Advisors, they are committed to the success of the glamping industry. Businesses from budding glampgrounds to established tent manufacturers have partnered with the Howards for their skills as photographers, writers, influencers, and consultants to improve their guest experience and share it with the world.

Visit HoneyTrek.com/GlampingExperts

glampingshow.us | Glamping Business Americas

Vintage Trailers at Luna Mystica

Wagon at Apostle Islands Area Campground

Tiny House at ANC Tiny Houses

Mirrored Cube at Theodosius Forest Village

US SHOW REPORT

It was a welcome return for the Glamping Business team to the Arapahoe Fairground in Aurora – after two years of travel restrictions. In the meantime, we have launched a dedicated magazine for the market – Glamping Business Americas, the official publication of the American Glamping Association.

The Glamping Show Americas is organised by David Korse and his capable team. David and his partner Sally have grown the expo and the conference hugely in the past couple of years and now there is also an entire day devoted to start-up businesses the day before the main conference and expo starts.

This day is organised in collaboration with the Glamping Association – headed by Ruben Martinez. It kicked off with a ‘Shark’s Tank’ style pitching session featuring several businesses at different stages of expansion and looking for funding to achieve this. These included a Cowboy style glamping and chuck wagon offer, a ski and zip line adventure park, a real estate developer and someone who built a tent in their back year and started an Airbnb empire. All were incredibly well researched and presented with opportunities to scale up and this is probably the main difference between say the US and UK market – in the US it seems a prerequisite to think bigger – even from the very outset.

The conference hall could seat in the region of 700 – all of whom paid to attend sessions and were offered a great breakfast and lunch as part of the package. There was standing room only at several of the talks and there were breaks between the talks to allow for networking as well as an opportunity for delegates to get to see the exhibits.

The Glamping Association also presented its first awards this year which were won by the following:

• Innovation & Pioneer: Timberline Glamping

• AGA Glamping Choice Award: Terramor Outdoor Resort

• Manufacturer of the Year: Secret Creek

• Technology of the Year: Campspot

• AGA Member Award: Eco Structures

Glamping Business Americas also hosted a drinks reception for advertisers and contributors on the first evening before the expo opened as a thank you for their support.

The expo itself was split between indoor and outdoor exhibits. There were more exhibitors than ever before this year with around 111. Indoors, we noticed more technical offers such as apps, marketing services and booking systems.

International companies represented at the show included Autentic, Eco Structures, Bushtec Safari, Yurts for Life, Creative Structures, De

The Honeytrek couple Mike and Anne Howard also brought their van along and their book –Comfortably Wild. They too contribute to the magazine regularly and have become de factor glamping experts and ambassadors.

Waard Tenten, Glitzcamp, Trudomes, Boutique Camping and Glampitect, which has established a North American base. Other consultants included Todd Wynne-Parry from HTL Horwath – also a columnist for Glamping Business Americas, who brought along his own Airstream which doubled as accommodation and a stand base!

Mariarchi band entertaining the crowds

David Korse and Peter Rusbridge

Cedar Bound

For others who wished to stay over at the agricultural ground – there was glamping offered for the first time this year. This was organised in conjunction with supplier Stout Tent and was sold out. Barbeques and social gatherings were provided during the evenings, including a Mexican Mariachi band and tacos, which did a spicy salsa with the techno emanating from the Jupe stand –whose striking tall tents (designed by a team from Tesla and incorporating a battery powered base which the whole structure can pack into) and free bar provided an unofficial party central.

The majority of outdoor exhibits were still canvas-based, however, the diversity of glamping structures is growing fast. Alongside more traditional tents from the likes of Davis Tent, White Duck, Stout Tent, Rainier Outdoor, Reliable Tent, Life InTents were some hybrids like Cedar Bound – a gorgeous two-storey tent with timber frame. There was the classic covered wagons from Conestoga Wagon Company and Plainscraft –intrinsically American and stunningly created.

Safari and lodge tents were popular with Eco Structures bringing along several models, Tentmasters, the US distributor for YALA, De Waard with its Big Oak and the Bushtec Safari team all putting on glorious displays.

AGA Award winner Secret Creek had the ultimate attention grabber in the form of Margie the mule – their company mascot – who at one

point had hooch in her harness to offer guests! They had both tipi and yurt – yurts were well represented this year.

Living Intent Yurt Company also did exceptionally well at the show, taking a significant number of orders. Also showing was UK-based Yurts for Life and Lonesome Yurts and Treehouses.

Domes are proving popular in the US and UK-based Trudomes has set up a US division and warehousing. “This has made conversations with our customers much more productive during the show,” said the company’s director Kelda Bassett. The company sold the dome off its stand and had an extremely positive show. F.Domes and Domos Geodesicos Cosmotec/East Domes LLC as well as Asian supplier Glitzcamp also showed through its US distributor Glitzcamp USA and Harmony Domes based in Colorado were also exhibiting.

A quick mention has to go to Nomadics Tipi Makers – such a worthwhile company with a beautiful, authentic product, that invests a significant proportion of its profits into supporting good causes, being as sustainable as possible and giving back to the Native American community. Also, something we have never seen before –Universal Rocks – a supplier of lifelike, artificial

rocks created a kind of prehistoric Flintstones cabin with en suite, outdoor hot tub and shower unit – all of which were really quite incredible.

Cabins worth noting including the beautiful Drop Structures and the Cavco Park Model and Zook Cabins, all of which would work well in RV Park or glamping site settings.

The entire show, the organisation, the effort put into the stands and the quality of the speakers was hugely impressive. Most of all, what struck our team was the absolute enthusiasm of everyone involved!

Steph Curtis-Raleigh testing a bed

Cavco

Conestoga

Boutique Camping

Doo Kan

Bushtec Safari

Drop Structures

HOSTS THAT REIMAGINE CAMPING THRIVE AMID DEMAND

BY JOHN HAYDEN

A survey from The Dyrt found widespread growth and innovation in camping experiences.

As demand for camping and outdoor activities continues to outpace supply, it’s creating tremendous opportunity for properties to provide higher-end accommodations and more interesting experiences, leading to more successful businesses and new ways to camp. Glamping is at the center of this shift.

In 2022, when traditional RV or tent campgrounds looked to expand, by far the most common type of camping for them to add was glamping. The Dyrt surveyed our community of properties and found that 44 percent of those who added a new type of camping in 2022 added glamping.

I could see this playing out at The Glamping Show this fall when I moderated a panel, and at ARVC when I was on one. Owners of traditional campgrounds — many of which hadn’t previously been interested in glamping — were suddenly looking into adding high-end tents, vintage trailers

or tiny houses. Property managers amazed me with the ways they’re taking advantage of new demand with innovation and guest experience enhancements.

From talking with hundreds, if not thousands, of managers this past year, it’s clear to me that the most successful offer guests a compelling story. This is with both a unique guest experience — the story campers tell their friends — but also the host’s personal story and the story of their business.

As the lines between traditional campgrounds and new properties that focus on boutique accommodations begin to blur, those alreadyestablished are a step ahead if they leverage their story. Here’s what that looks like.

BUILDING A SHARED STORY WITH YOUR GUESTS

The Dyrt’s soon-to-be-published survey of campers shows that 2022 was by far the hardest year to find available camping. With many

campgrounds full, a large number of people are camping on private land, not campgrounds, for the first time. One of the things these first-timers are discovering is the joy of connecting personally with the owners of these unique spots.

For example, Roamer Sites in Oregon started as a skate and snowboard camp. As owner Kevin English added RV sites and glamping, he was surprised that the majority of guests don’t use the skatepark, but enjoy watching and being around skilled skaters.

“Every employee our guests encounter is living the action-sports lifestyle, whether that’s chasing the dream of being a pro, coaching those people, or just doing what they love every day,”

Roamer Sites in Oregon offers glamping next to indoor and outdoor skateparks

“People like being around others who are passionate, even if they don’t share the same passion.”

he says. “People like being around others who are passionate, even if they don’t share the same passion.”

In addition to an outdoors experience, guests feel pride in supporting a small business and an entrepreneur’s dream. This creates a positive feedback loop because as guests support properties, hosts can add amenities.

Creating a more memorable experience doesn’t require a massive feature like a skatepark. It can be as simple as a couple of kayaks or mountain bikes guests can use. Or if it’s a farm, bringing sheep on the property and selling cheese from their milk. (Be sure to tell the guests the names of the sheep.)

Andrea says the most rewarding part of being a host is seeing “families fall in love again and enjoy being outdoors.” Plus, every time they come back, the farm has made progress. Guests stay in touch and cheer her and Michael on.

LICENSE TO GROW

Our survey of properties also found that 35.7 percent added capacity in 2022. In addition to new amenities, hosts are adding additional accommodation experiences.

Dave Ridgeway and his wife Daphne purchased Summersville Lake Retreat & Lighthouse in West Virginia in 2021. “In our first season, we had full hook-up sites, primitive camping, tent sites and deluxe cabins, and we got a lot of requests for smaller cabins or glamping accommodations,” Dave says.

In 2022, the Ridgeways added five “tiny cabins” that offer a queen bed, fridge, microwave, ceiling fan and unique themed decorations. He says they performed well, particularly on rainy days when tent camping is less appealing. He’s already building a sixth tiny cabin for the 2023 season as well as four vintage ’60s and ’70s glamping campers and a glamping cabin built on the back of a 1969 flatbed truck.

UPPING RATES AND DATES

Along with enhanced outdoor experiences comes the ability to command increased rates. About half of managers say they raised their rates in 2022, and a similar portion say they plan to raise rates again in 2023. Over a quarter both raised rates in 2022 and plan to raise rates again in 2023.

In a year where the price of nearly everything increased, it’s not surprising to see managers up their rates. For some who resisted raising their rates on principle, the overall climate of inflation may have shifted the equation.

But there’s more than inflation at play here. With a trend toward offering activities, higher-end glamping accommodations and immersive environments like farmstays, the way people think about camping is rapidly changing. The rates charged by state parks and hotels are less relevant in pricing calculations for campers who aren’t just looking for a place to sleep, but also to be a part of a story they can tell.

The surge in demand for a new way to camp kicked off by the pandemic is now almost three years old. The effects of this shift, and strategies that have worked for properties in this environment, have come into much sharper focus. As we enter 2023, consider what the story of your property has been over these past three years — and how far you can take it in the future.

About John Hayden

Andrea and Michael Haritos bought Huck and Buck Farm in Delaware in 2020 and are building the foundation to create many memorable experiences. Guests staying at their glamping, tent and RV sites get the chance to slow down, visit the growing group of animals on the farm and enjoy the rustic setting.

In addition to increasing capacity and rates, managers are also broadening their calendars. The Dyrt’s survey found that 18.6 percent extended their season in 2022. Winter and fall were the most popular seasons to add dates. Adding coldweather dates is particularly viable for properties that, unlike those with just basic tent camping, can

heat their semi-permanent accommodations.

John Hayden is president of The Dyrt, the largest source for camping information and the only major bookings platform to offer zero-commission bookings to hosts. thedyrt.com/claim

Roamer Sites

Andrea and Michael Haritos have been steadily expanding their glamping and farm operation at Huck and Buck Farm since purchasing the Delaware property in 2020

Credit: Huck and Buck Farm | The Dyrt

The fire-themed interior of one of the “tiny cabin” glamping accommodations added in 2022 by Summersville Lake Retreat & Lighthouse in West Virginia

Credit: Summersville Lake Retreat & Lighthouse | The Dyrt

TO F&B OR NOT TO F&B? FOOD & BEVERAGE IN GLAMPING

BY TODD WYNNE-PARRY

“The s’more is a fireside staple that provides great enjoyment for kids and couples alike.”

The question of whether to provide food and beverage (f&b) service or not has varying degrees of challenges to operators. On one end of this challenge spectrum are small, lower price-point operations that are near local f&b establishments. These properties may find this question almost irrelevant as the number of guests is too low to warrant such a service or guest demand for this service is non-existent due to the proximity of local providers or both. These properties typically encourage guests to prepare for the absence of this service by bringing their own coolers and provisions and providing a list of recommended local restaurants and watering holes. While these operations may provide well appointed, glampingstyle accommodations with luxury bedding, the absence of at least some level of f&b service, there is limited “glam” in this version of glamping.

On the other end of this challenge spectrum would be the ultra-luxury outdoor hospitality found at properties such as Camp Sarika at Amangiri or The Resort at Paws Up. These properties still have their challenges, but there is no question of whether to provide f&b service or not. The guests at these properties demand

a very high level of f&b service. They believe that an essential part of the outdoor hospitality experience is Instagrammable meals prepared by world-class chefs and the best ingredients possible. In addition, they expect that there will be service personnel to deliver their meals, snacks, or drinks to their dining table, safari tent, or poolside. The real challenge for these properties is finding staff that can deliver the level of f&b service found only in major cities or world class resorts.

What lies in the middle of this spectrum is where the question gets more difficult. For operations that lie somewhere in the wide expanse between a budget campground and a ultra-luxury nature-based resort, it is difficult to balance the needs of the guests with the ability to deliver the appropriate level of f&b service with at least some level of profit. The f&b question can be put into two distinct buckets: groups and free individual travelers (“FITs”).

In the case of groups, f&b service can essentially be off-loaded to an event organizer and/or caterer. The key here is to ensure that the caterer is familiar with the site and facilities that are on hand well prior to the event. Savvy operators, such as Tory Junkin, founder of the Green Rock Retreat located north of Bend, Oregon have a short-list of chefs that work with retreat facilitators to custom design the event’s f&b experience. Tory only uses three trusted chefs that are all familiar with the retreat’s kitchen and its cooking and storage capabilities. This familiarity allows these chefs to deliver flawless culinary experiences for their guests. For new operators anticipating a significant events business, it is essential to develop both the catering kitchen facilities on-property and the relationships with local chefs and caterers who will be delivering this service.

For FITs, the operator must accurately identify the guests’ f&b needs as well as what is possible to deliver with the available staff, existing facilities, and local environment. Listening to the guests, whether through surveys or on-line reviews is critical in identifying the f&b needs. Once that is understood, developing the f&b service plan can be tailored around these needs. For instance, at the Green Rock Retreat, guests were noting that they would have liked cooking facilities to prepare their own meals. However, the dry high desert environment dictates that campfires must be restricted to the communal fires at the central outdoor lounge area. As such, guests are restricted from cooking at their individual tents. As a workaround, Green Rock Retreat guests can utilize a sign-up sheet upon check-in for times to cook at the communal outdoor kitchen.

Another example is The Fields of Michigan

located in South Haven, Michigan, where founder Irene Wood has developed a winning approach to the f&b experience. Her property provides a fully prepared breakfast included in the room rate and served in their communal lounge. Lunch items are found in the resort’s merch area refrigerators. A prix fixe dinner is provided every other night which guests can reserve up to two weeks out from check-in. This structure allows Irene to coordinate staff for the dinner nights generally inline with heavy check-in days. The concentration of guests around the dinner evenings enhances her beverage sales as well as the gratuities necessary to compensate the required extra staff. These smaller properties have found creative ways to provide great culinary experiences that are both sustainable and exceed the guests’ expectations.

Larger properties and the multiple location, national outdoor hospitality brands have also found ways to meet customer f&b demands while remaining in the black financially. A breakdown by meal period of some of the current f&b service concepts these operations utilize is as follows:

BREAKFAST

This meal period is most popularly treated as a cost of goods sold. That is, it is provided as part of the room rate. In this manner, it typically consists of a coffee/tea service but may also include a selection of locally sourced bakery items, individually packaged yogurts, fresh fruit, juices, etc. In some instances, at properties where a full commercial kitchen exists a warm meal may also be served during set times similar to a B&B format. Alternatively, several operations ask upon check-in for your preferred breakfast selection and a breakfast box or bag will be at your tent or awaiting you in the lounge in the morning. This last

Green Rock Retreat Chef Brooke Lawernce and Founder Tory Junkin

© Emily David

Green Rock Retreat

option was a particularly useful approach when Covid restrictions and perceptions did not favor communal food service.

LUNCH

The general focus of outdoor hospitality is that guests are out exploring the area during the day, so there is rarely a lunch meal service option. However, many operators will prepare lunch boxes for a fee. Others will have on-hand lunch items such as cheese boards or charcuterie refrigerated and available for grab-and-go.

of the offering. For those operations without this infrastructure, promoting local establishments, bringing in a mobile food truck, or holding special culinary evenings on weekends and holidays can suffice. If these ideas do not work, but guests have access cooking facilities either at there accommodation or at a communal BBQ grill, providing pre-packaged meal kits that are simple for the guest to prepare can positively add to the experience.

OTHER

The s’more is a fireside staple that provides great enjoyment for kids and couples alike. There is a plethora of great artisan kits on the market, while providing a tidy profit. In addition, a selection of locally produced food and beverage items in your merch store is a great way to support the local community and offer guests a taste of the region. When adding f&b service, regardless of the solution, a major challenge lies in the guests’ expectation. That is, guests paying $250-$800 per night or more, tend to expect a strong f&b experience even in small remote corners of the country. Therefore, quality control and excellent simplicity (i.e., limited menu items each of high quality as opposed to a large menu of mediocre items) will be essential. Thus, it is essential for the operator to communicate in all marketing materials and pre-arrival communications exactly what is to be expected in relation to f&b offerings.

About Todd G. Wynne-Parry

DINNER

This meal is the most difficult one and the one that really challenges many operators. If a kitchen and chef are part and parcel of the destination’s DNA, then providing dinners each night during high season, or at least most nights is usually part

Whether to f&b or not to f&b is not an easy question. However, providing the appropriate f&b service is a key element of differentiation between simply offering accommodation and providing the outdoor hospitality guests envision their glamping experience to be.

A seasoned leader in the hospitality industry, Todd has over 30 years of hotel development experience, having held senior leadership positions at several major hotel brands and most recently AutoCamp and Two Roads Hospitality. A dual-citizen of the US and Australia, Wynne-Parry has lived and worked in the U.S., Asia, Australia and the United Kingdom. He was instrumental in the development efforts for IHG, Starwood and Marriott in the Asia Pacific region and for Two Roads Hospitality globally. He began his career as a hotel consultant in the San Diego office of Laventhol & Horwath, the predecessor to Horwath HTL. He is now Managing Director of Horwath HTL and leads the Outdoor Hospitality practice for North America. Horwath HTL is the largest independent hospitality consultancy with 52 offices worldwide.

Todd earned an MBA from Thunderbird Graduate School of International Management and sits on the advisory council of the American Glamping Association. In his spare time, Todd enjoys fly fishing and exploring the western US in his 1953 Airstream.

The Fields of Michigan

The Fields of Michigan © Emily Hary Photography

Green Rock Retreat

SIX WAYS TO CAPTURE MORE RESERVATIONS ONLINE

BY LYLES ARMOUR

The pandemic has caused problems for all hoteliers including glamping site owners, with significant drops in occupancy and demand. Despite that, those that continued to invest in digital marketing to drive direct bookings through their brand website and booking engine have been able to navigate the storm with success.

During COVID, many independent operations were left with no choice but to cut back on

their OTA usage. In doing so, they relied on the tried-and-true process of driving direct bookings with an effective digital marketing plan, a brand website, and an online booking engine. For those properties that continued to use the OTA channels as a source of bookings, they leveraged the Billboard Effect to turn OTA visitors into direct bookers.

Direct bookings are more profitable. In fact, they can increase your room revenue by 10 to 20 percent over OTA bookings! To help you

drive more direct bookings here’s are six things to consider:

HAVE A WELL-OPTIMIZED WEBSITE

The most important thing you can do today is prepare your website for Google’s “Page Experience Update” For years, Google has been informing all of us on how to improve your website to increase your search engine rankings and online visibility. Whether you like it or not, adhering to these standards is something you

will need to consider in your budget. Google isn’t going anywhere; they own 88% of all searches conducted online.

Remember, your website should highlight what is special about your glamping site. Think about how you want your guests to feel and try to send that message to people visiting your site. Before a visitor even thinks about leaving your website, they should know your COVID safety measures, flexible cancellation policies, best rate guarantee details, and have had multiple opportunities to interact with your booking engine, signup for your newsletter, or join one of your social media platforms.

advanced strategies include having them on the booking engine or being triggered by a specific webpage that someone visits.

Most agencies you work with will offer these tools to help you drive more revenue. However, if you find yourself needing to do this in-house, we recommend you use paid tools like Optin Monster, Wise Pops, or PopUp Domination. For ideas on how to use this technology read our blog “How to Use Website Pop-ups to Drive Revenue.”

LEVERAGE SOCIAL MEDIA

Facebook can be great for hotels. Facebook ads look like any other post, and when done correctly they can catch a potential guest’s imagination. Sell not just your hotel, but its location and experience, through your ads. Use Facebook’s advanced targeting tool to catch the exact people you are looking for. You can even send your ads to people who were just searching for information on or talking about the location of your hotel. Imagine that your hotel is in Charleston, South Carolina, and your ad is sent to somebody who posted “I’m thinking about going to Charleston.”

site, you reduce the number of people who go to your site, then to an OTA to compare prices...then reflexively book through the OTA because that is where they are. You want to keep people on your site as much as possible.

NEED MORE HELP DRIVING DIRECT BOOKINGS?

Download our Road to Direct Bookings Definitive Guide for a comprehensive approach for capturing more online reservations. Or schedule a demo to learn how our Ecosystem that combines our reservation software, digital marketing, websites, and proactive success consultations into one powerful tool can improve your online visibility, drive more website traffic, and capture more direct bookings!

About Lyles Armour

ENHANCE THE BOOKING PROCESS

Traditional direct bookings start at your website with well-designed, bold calls-to-action (CTA). The reservation widget should be embedded into the content and should be on every page. Don’t be fancy, but make sure you are consistent in where your CTAs are placed to eliminate thinking and work when people are ready to book.

At least once a month, have a member of your staff test the booking process. This should be a seamless interaction starting from your website and completing with the reservation on your booking engine. Check and make sure that you are not confusing your potential guests.

Lastly, never forget the value of training your staff in the booking process. There is always a visitor who will prefer a phone call and assistance when making a booking online. Take them seriously, and make sure that your front desk staff are trained to encourage guests who are inquiring to book direct rather than through an OTA or reseller.

USE EXIT-INTENT TECHNOLOGY

Exit-intent technology, better known as pop-us, are an effective way to capture more reservations, or email signups, or to share important information and special offers. The standard is to have these implemented on your website. More

To truly maximize Facebook’s platform, make sure to set up a Facebook page that has the chat feature turned on. Then make sure that you respond to messages in a timely manner. This is something front desk people can do during downtime, so make sure that they are trained to check the site regularly and answer questions politely and honestly.

USE LOYALTY PROGRAMS

One of the advantages of getting people to book direct is that it’s easy to then market your loyalty program, like Stash Hotel Rewards. Make sure to catch people who book through OTAs as well by harvesting emails upon check-in and inviting them to join. Offer them a reward for their current stay and many people will sign up even if they have no intention of returning.

A portion of them will then think of you again if they do come back to the area. Increasing the loyalty points given for direct bookings or specific dates is a great way to drive additional revenue.

PRICE CHECKER TOOLS

One of the reasons why visitors go to OTAs and then directly to your site is because they are comparing prices. Although the actual price may be different, the comparison with other glamping sites is generally accurate. They are also using the OTA as a quick way to see what is available. When visitors go from an OTA site to your site and then book directly, this is called the Billboard Effect.

By keeping price checker tools on your own

Lyles Armour has over 10 years of hospitality experience with a Bachelor of Science degree in Business Administration with an emphasis in marketing and computer information systems from University of Northern Colorado’s Monfort College of Business.

With his extensive knowledge in website development and marketing strategies, Lyles is either sharing his knowledge with the industry OR finding new engaging ways to share how rezStream can assists independent lodging businesses in growing their revenue and simplify operations.

In his free time, Lyles enjoys researching marketing strategies, completing ins sports (bowling and football), and most importantly spending time with his wife and two children.

“At least once a month, have a member of your staff test the booking process. This should be a seamless interaction starting from your website and completing with the reservation on your booking engine.”

REVENUE MANAGEMENT:

A GLAMPING PROPERTY’S GUIDE TO AN EFFECTIVE PRICING STRATEGY

BY NATHAN MAYFIELD, VICE PRESIDENT OF RESNEXUS

INTRODUCTION TO REVENUE MANAGEMENT

Any business owner who sells a product knows the importance of pricing it appropriately. This means evaluating the market’s demand for the product and the business owner’s supply of the product. If the inventory vanishes quickly, this is an indicator that the product was priced too low. If the seller had charged more, then they would see greater revenue. Conversely, if the inventory is untouched by consumers, then it may be priced too high.

“Economic equilibrium” occurs when a product is priced low enough that all the inventory is

purchased, but high enough that the demand doesn’t exceed the inventory. In other words, it’s when the customers pay exactly what the product is worth to them. Note however that this is not necessarily the target you’re aiming for. A general rule of thumb is that 90% occupancy indicates that you’ve set your rates appropriately.

Even if you price a product appropriately for the time though, that doesn’t mean you can just “set it and forget it.” The market isn’t static; supply and demand are constantly changing. But reevaluating a product’s ideal price at every conceivable moment isn’t efficient or even feasible. That’s where revenue management comes in.

In a nutshell, revenue management is the science behind pricing goods for maximum profit over time. It involves market predictions, monitoring customer habits, and adjusting prices based on current inventory and demand.

The laws of supply and demand apply to glamping site availability just like any other

“If you’re chiseling your prices on stone tablets, you’re not taking full advantage of the tools available to you.”

product. If you find that your property is polarized in terms of occupancy depending on the dates, then there may be opportunities to better manage your pricing. If you’re chiseling your prices on stone tablets, you’re not taking full advantage of the tools available to you.

Let’s discuss three categories of revenue management: Variable Pricing, Dynamic Pricing, and Yield Management. By carefully applying the principles and methods described here, you will be better equipped to form an effective pricing strategy for your glamping property and maximize profitability.

VARIABLE PRICING: NOT ALL UNITS ARE CREATED EQUAL

The first aspect to pricing for effective revenue management is to recognize the value of your glamping units compared to each other. If one unit has access to more amenities than others, or is more spacious, has a built-in bathroom, or is closest to the lake, then those are factors that add value to the unit. And if one unit has more value to the guests than others, then it should be priced as such. Not all glamping experiences are created equal.

DYNAMIC PRICING: HITTING 100% OCCUPANCY TOO SOON?

Being knowledgeable about your busy, shoulder, and off-seasons can go a long way towards efficient pricing. After all, if a product is in greater

demand during a certain time period, then the price should increase to reflect that. And when demand is low, you still want to make use of your inventory, so a decrease in price will keep the guests coming in.

Perhaps the most common example of dynamic pricing is “weekend rates,” which charge guests slightly more for booking outside of normal weekdays. Remember, a unit on a Tuesday is a different product than the same unit on a Saturday. Sliding rates and minimum nights are also excellent ways to incentivize people to book longer stays.

much like the scientific method of hypothesis, experimentation, and measurement. You might have a hypothesis that you could enhance your profits by requiring a 3-night minimum for the weekends, and put such a rule into effect. But you shouldn’t neglect the final step to measure your results. Experimentation is nothing without data to go with it!

It’s important to measure your results logically, and without bias. Look at your profit margins from the previous years in the same date range as comparison, and try to eliminate any external variables. For example, you might feel as though you’re less profitable because your occupancy is lower, but your revenue might be higher overall. Conversely, it might seem like you’re giving away your units too cheaply, but the data might show a profit improvement over the previous year.

OCCUPANCY-BASED YIELD MANAGEMENT: SAVE TIME AND INCREASE REVENUE

Think about it: the higher your occupancy, the more exclusive the remaining available units are. With a smaller supply sample comes higher value. Guests who are late to book are vying for a highdemand product, since there are only a few left. And where there’s high demand, the price should reflect that.

Conversely, if your availability is largely open, then it’s a low-demand product at the given price.

Accounting for these occupancy variations with price adjustments is called yield management. This can be put into effect with a few simple rules. Here’s an example. When your occupancy is at 30% or lower, decrease your rates by a certain dollar amount or percentage. When your occupancy is at 70-80% or higher, instead increase your rates.

It’s a very simple method, but shockingly effective. This can help to account for the shifts in demand that you can’t predict. So when there’s an unexpected surge in glamping interest on a particular weekend, you’re remaining competitive and pricing appropriately.

Using automated yield management software is a time-saving and reliable way to incorporate rules like these, especially if it allows you to adjust your rates relating to unit class, occupancy percentage, day of the week, and number of days booked in advance.

CONCLUSION: EXPERIMENT, MEASURE YOUR RESULTS

In many ways, utilizing revenue management is

Organize and record your results monthly, and keep trying new things. Small adjustments can go a long way towards calibrating the most optimal pricing method. Be creative and think outside the box. If something doesn’t work, you’re not beholden to the same methods.

Remember, your prices don’t have to be written in stone, but should instead flow with market demands. An effective revenue management strategy is one that evolves over time, and there’s no better time than the present to start.

In

ResNexus Vice President Nathan Mayfield has over 20 years of marketing experience spanning multiple industries. He has over 12 years of operational experience ranging from a large billion dollar company down to a small local business. Nathan has worked with ResNexus for over 8 years and truly believes in their mission statement of “Elevating Industries, one business at a time, through service, innovation, and education!”

addition, Nathan Mayfield is a member of Forbes Business Council and regularly contributes articles and other important information for the hospitality industry on that platform.

About Nathan Mayfield, Vice President of ResNexus

“Remember, a unit on a Tuesday is a different product than the same unit on a Saturday.”

Mendocino Grove

INSURANCE FOR GLAMPING

BY MIKE GAST

agent

Demand for glamping accommodations continues to grow across North America . . . along with insurance challenges for glamping owners.

“Glamping has a lot in common with regular camping, but there are a lot of differences too and that can make acquiring glamping insurance a challenge,” said Damian Petty, an agent with Leavitt Recreation & Hospitality insurance brokerage.

Most traditional campgrounds are straightforward facilities that focus on traditional camping experiences that include self-service RV and tent sites. The quickly evolving glamping industry, however, can include large glampingspecific facilities with a multitude of different accommodations including luxurious tents, full-

service cabins, yurts, wagons, pods, and just about any other shelter an owner can imagine.

There are also small glamping operators who may have two or three glamping units to complement their primary business – such as a winery, farm – or just an empty patch of land.

The process is muddied further because there currently isn’t a specific insurance category for glamping. For now, glamping is lumped together with tradition camping, no matter the obvious differences.

“The spectrum of glamping businesses is unique because you have the small operators with just a site or two as well as the large glamping-specific operations,” Petty said. “They are often associated with other businesses like a winery and the owners can’t insure their glamping with their current business insurance.”

Damian Petty,

with Leavitt Recreation & Hospitality Insurance

If the combined businesses share the same legal name, insurance carriers are often reluctant to offer coverage.

“Our carriers might want to cover the glamping, but don’t want to pick up the winery part of the business or whatever else the owner might be offering,” said Petty. “That isn’t their specialty and that’s sometimes an issue.”

SELF-INSURANCE AN OPTION FOR THE LITTLE GUY?

Some small glamping operators with less than a handful of sites often choose to self-insure, taking the chance that they can handle replacement costs on their own should disaster strike.

“You have to ask yourself if it’s beneficial to insure if you only have a couple of tents,” Petty said. “In California, for instance, it’s hard and very expensive right now to get fire coverage. If you only have a site or two, it may not make sense. If you have 200 sites, you may not have an option not to be insured.”

Petty said fire insurance is still available in western states, but often at a high cost. “We are still able to place it, but it might be more than they think it’s going to be.”

Mitch Edwards operates three glamping units at his Own Rooted Glamping facility in Ramona, California just northeast of San Diego. His glamping operation is adjacent to his family’s small winery. He said he’d never consider going it alone with self-insurance and is careful to keep his winery and glamping businesses separate.

“We’ve been in the glamping business for about a year now, and it was a shock to see the insurance rates,” he said. Edwards pays about $3,000 a year to insure his three lotus tent glamping structures.

“The hardest thing to find was an insurance provider who really understood what we were doing,” Edwards said. He said he decided to work with Petty’s company because they had experience with other glamping operations.

Edwards also lamented that some locations in

California are lumped into “high wildfire danger” districts when their risk of wildfires may be minimal. Ironically, Edwards’ “other job” is working as a firefighter for the California Department of Forestry and Fire Protection (Cal Fire).

“We’re hopeful that our insurance rates will begin to go down as the insurance companies get more data and experience with glamping,” he said. “That’s our hope, at least, as we continue to operate without any issues.”

Two of the three glamping units at Own Rooted Glamping in Ramona CA near San Diego

Mitchell and Jaqueline Edwards in 2021 on the deck of one of the glamping units they were building

LIABILITY CONCERNS

While glamping owners may have a few options when it comes to insuring against physical losses at their facilities, liability is a different issue.

Insurance information website SBCoverage. com says glamping facility owners are taking a tremendous risk of not just losing money by being under insured, but also putting their entire business at risk.

“The laws in every state are very strict in enforcing liability on the owners of business for the results of their actions,” the website states. “The question is, can you afford not to have insurance for your glamping business?”

In most states a jury is free to award whatever amount it deems appropriate, sometimes even exceeding the plaintiff’s damage request. For small operators, it’s also suggested you register your glamping business as a limited liability company (LLC) in your state. Otherwise, you could personally be held liable for judgments against your business.

“Whether you’re a high-end campground owner, an RV park owner, or you run a campground with one or more theme-oriented family hotels, glamping properties, or ski lodges, you’re in the hospitality industry,” said XINSURANCE President & CEO Rick J. Lindsey on the Xinsurance.com website. “The hospitality industry, including glamping, is known for being highly regulated so you must have liability insurance coverage to protect yourself and your property from frivolous lawsuits.”

Lindsey wrote that glamping is ”elevated camping,” which usually means elevated risks. “When it comes to protecting your business and protecting your customers, there is no one-sizefits-all solution.”

A LACK OF HISTORY

One issue that currently plagues glamping operations is the industry’s lack of history. Unlike traditional campgrounds, glamping operations just haven’t existed for long enough to establish a clear insurance loss profile.

“Right now, the insurance industry looks at glamping the same way they look at camping,” Petty said. That often leads to wild rate swings.

In California, for instance, glamping operators could see rates as high as $70 for each $1,000 in revenue in high wildfire districts. In other states, that could drop as low as $3 per $1,000 for rural areas and perhaps as low as .25 cents per $1,000 for municipal campgrounds with nearby fire department coverage.

Chris Hougie of the 60-site Medocino Grove glamping park says he’s fortunate to be located along the California coastline, where high humidity makes the danger of wildfires remote.

“I would like to see insurance companies break out the risk of wildfires from normal insurance,” Hougie said. “I don’t think the maps they are drawing for fire districts are very accurate.”

Hougie also expects insurance issues for glamping operations to decrease as time goes by.

“I think there is way more monitoring in the glamping business than in camping,” Hougie said. “We have staff walking around constantly keeping an eye on what guests are doing. In the long run, that makes things safer.”

Petty says owners need patience and persistence to find the right insurance carriers. “Coverage is out there,” he said. “It isn’t always easy to find, but it can be found.”

“I think it’s going to take another three to five years to see if glamping loss issues are the same as they are in the camping industry,” Petty said. “Right now, I don’t think the activities associated with glamping are that horrendous. Generally glamping operations haven’t offered many of the high-risk activities that campgrounds might, like swimming pools or ATV rentals. But glamping’s risk management for what they do offer might not

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be as good either. We just don’t know yet because there isn’t enough data.”

Insurance provider XINSURANCE.com says glamping owners – both large and small – need to consider these factors:

• Insuring all your glamping accommodations in case of fire.

• Commercial liability for your glampground.

• Personal liability for anyone staying at your facility.

• Liquor liability for serving or selling alcohol on glampsite property.

• Alleged assault and battery coverage for protection against claims for assault and battery.

• Insuring your guests from liability for injuries and property damage.

• Insuring all types of equipment in your vehicles.

• Insuring the vehicles used at the glampsite for commercial purposes.

• True umbrella coverage to fill the gaps and exclusions in your current policy.

• Communicable disease coverage for negligent exposure to any declared pandemic disease or pathogen, including COVID-19.

Mike Gast was the Vice President of Communications for Kampgrounds of America, Inc. for the past 20 years. Now, he’s on to new adventures, helping others tell their stories through his freelance company, ‘Imi Ola Group. You can reach Mike at mike.imiolagroup@gmail.com

“The laws in every state are very strict in enforcing liability on the owners of business for the results of their actions.”

Mendocino Grove