Reach New Heights | Glamping Business Americas | July 2024
October 1-2, 2024
Arapahoe County Fairgrounds Aurora, Colorado
The main conference delivers expert strategies and best practices on:
Glamping Americas 2024 State of the Industry Report
Strategies for Exceptional Food & Beverage in Glamping
How Glamping Can Benefit Your Campground/RV Park
Communicating to the Evolved Glamping Audience
Increase Revenue Using the Power of AI
Size Matters. Density, Amenities and Debt Coverage Ratios
Maximizing Amenities for Profit and Guest Satisfaction
Understanding Key Metrics that Drive Profit and Fuel Growth
For the Only Trade Event in the Americas
Dedicated to the Glamping Industry.
2 Pre-show Workshops
September 30th
Funding Your Glamping Business
Glamping finance and business professionals will guide you through your many options, and best paths, to securing funding for your new or expanding glamping business.
Glamping Business Basics
Learn about important fundamental issues you’ll face with your glamping businessfrom legal to wastewater and more.
Indoor/Outdoor Expo
It’s where you’ll find the largest array of products and services all in one place!
Structures, furniture, insurance, Wi-Fi, reservation booking systems, financial services and so much more! Nowhere
For
Glamping Business Americas is published by The Glamping Show USA and Upgrade Publishing
Welcome to the July issue of Glamping Business Americas! This edition is packed with exciting updates and valuable insights for the glamping industry.
We are eagerly anticipating the Glamping Show Americas, taking place in Aurora, Colorado, on October 1 and 2. Celebrating its 6th annual run, this B2B event is setting new records for visitor registrations and welcoming an unprecedented number of new companies to the expo. Attendees can look forward to a comprehensive conference program and two engaging workshops, featuring fresh content designed to inspire and inform. Additionally, we will unveil our second state of the market survey during the event, providing essential data and trends for the industry.
In this issue, our friends the Honeytrekkers delve into the world of foraging. This activity is not only cost-effective but also offers guests a deeply immersive experience, connecting them with nature in a unique and enriching way. Natural disasters can pose significant risks to glamping businesses. Gary Rimler of Rimler Consulting and Risk Management joins us to share his expertise on how to effectively insure your business against these
CONTENTS
05 Industry news and products
11 Letter from AGA founder: Enrollment now open for the Glamping University and the Glamping Operators Certificate!
13 The Glamping Show Americas preview
17 Google for glampers - get that business profile working for you
19 Improving your photos is the easiest way to bring new glampers to your park
unpredictable events, ensuring peace of mind and financial protection.
Annie Buck of Think Reservations is also new to this issue and provides a masterclass on optimizing Google searches. Learn how to enhance your online presence, attract more visitors, and drive bookings with her expert tips and strategies.We hope you find this issue informative and inspiring as we continue to grow and innovate in the glamping industry. Happy reading!
David Korse Director
27 This one thing sent guest reviews –and reservations – through the roof
30 Guest experience by honeytrek: Wild foraging
34 Disruptive weather - it is catastrophe season – be prepared
36 Brand scale survey
39 Ensuring liability protection: The essential role of separate entities and their ongoing maintenance
NEWS & PRODUCTS
KOA RELEASES OUTDOORS & WELLNESS REPORT
Kampgrounds of America, Inc. (KOA) released its inaugural Outdoors & Wellness Report as part of the annual Camping and Outdoor Hospitality Report series. Since the inception of KOA’s annual camping research, campers have reported that physical and mental wellness benefits are the driving force behind their continued participation in the outdoors. This report provides a nuanced perspective on wellness and how it translates to the camping and travel industry
Defining Wellness Today
• One out of every six campers are considering a wellness experience in 2024. Those most interested in including wellness in their trips are likely to gravitate toward experiences such as forest bathing (83%) and water-based activities (70%).
• 94% of campers plan to include some type of wellness activity during their trips.
• Campers are seeking activities and experiences that contribute to emotional and physical well-being while connecting with loved ones. Notably, 85% of campers who report camping helps strengthen their relationships and bonds with family also say camping contributes to their emotional well-being.
To view the full 2024 Outdoors & Wellness Report, visit http://koa.uberflip.com/i/15236542024-koa-c-oh-report-outdoor-and-wellnessreport/0. Additional supplemental reports will be released in the coming weeks, exploring several topics more in-depth, available at KOAPressroom.com
ROVERPASS RECEIVES SOURCEFORGE’S SUMMER TOP PERFORMER AWARD
RoverPass, a provider of campground reservation and management software, proudly announces that it has been awarded the Summer 2024 Top Performer Award by SourceForge, the world’s largest software and services review and comparison website, according to a press release.
This prestigious award recognizes exceptional companies and products with a significant amount of recent favorable user reviews, placing them in the top tenth percentile of highly reviewed products on SourceForge.
“We’re happy to announce this year’s outstanding Summer 2024 Top Performers,” said SourceForge President Logan Abbott. “RoverPass showed that their users love them, as evidenced by the significant amount of outstanding user reviews.”
To win the Summer 2024 Top Performer Award, each product needed to receive enough high-rated user reviews to rank in the top 10% out of 100,000 products on SourceForge. This achievement underscores RoverPass’s commitment to and delivery of uncompromising quality in both service and product.
“At RoverPass, we are thrilled to accept the SourceForge Summer 2024 Top Performer Award,” said Michelle Smith, CEO of RoverPass. “This award is a reflection of the incredible support and feedback from our valued customers. We are deeply grateful for their trust and positive reviews. Our commitment to enhancing the camping experience for both campground owners
and their guests remains unwavering. We are honored to be recognized by SourceForge and will continue to strive for excellence in serving our amazing community.”
Building on this commitment, RoverPass will continue to exceed industry standards in both service and product quality. This recognition reaffirms the company’s mission to simplify campground management and elevate the outdoor hospitality industry, notes the release.
CAMP STRATEGY AND SAGE OUTDOOR ADVISORY FORGE POWERFUL PARTNERSHIP TO REVOLUTIONIZE OUTDOOR HOSPITALITY INDUSTRY
Camp Strategy, a premier professional development and advisory team dedicated to unlocking the potential of the outdoor hospitality industry, has announced its strategic partnership with Sage Outdoor Advisory, a Leader in Outdoor Hospitality Consulting and Appraisal in the United States.
Camp Strategy is renowned for its comprehensive approach to guiding campground owners toward unparalleled growth. With nearly 80 years of collective industry experience, Camp Strategy specializes in strategic, tactical, and exit planning, budgeting & financial analysis, due diligence, operational guidance, property development, staff and management training, and sustainability and eco-friendly initiatives.
“Sage is the leading outdoor hospitality resource for feasibility studies and appraisals,” says Greg Emmert, Senior Strategist at Camp Strategy. “Their extensive research, networking, and training resources perfectly complement
Camp Strategy’s expertise, making this partnership a natural fit.”
Sage Outdoor Advisory has completed over 250 feasibility studies and appraisals in outdoor hospitality and boasts the largest proprietary
glamping business database globally. Their team of appraisers and consultants is solely dedicated to the industry, providing clients with data-driven analysis and recommendations of unparalleled quality.
“We believe in taking the best care of our clients, treating every project as if it is our own,” comments Connor Schwab, Vice President of Outdoor Hospitality at Sage Outdoor Advisory. “This partnership with Camp Strategy allows us to offer an end-to-end solution to entrepreneurs looking to turn their outdoor hospitality dreams into reality.”
As partners, Camp Strategy and Sage Outdoor Advisory form a powerful alliance that can lead entrepreneurs through every stage of building their outdoor hospitality business. From initial planning and development to ongoing operational excellence, the collaboration between these two industry leaders promises to redefine success in outdoor hospitality.
GRAHAM FARM AND NATURE CENTER INTRODUCES UNIQUE GLAMPING EXPERIENCE WITH CONESTOGA WAGON
The Graham Farm and Nature Center has unveiled a new addition to its offerings: a handmade Conestoga Wagon from the esteemed Idaho-based glamping manufacturer, Conestoga Wagon Co. This exciting venture into outdoor
accommodations is set to enhance the center’s appeal as a prime location for retreats and team-building events.
Nestled in the scenic Paint Rock Valley, the Graham Farm and Nature Center functions as
an educational outreach site for the Alabama Cooperative Extension System, a collaboration between Alabama A&M and Auburn Universities. The introduction of the Conestoga Wagon aligns with the center’s commitment to providing unique and enriching experiences for visitors.
Starting in July 2024, the Conestoga Wagon will be available for public bookings. Interested guests can make reservations by contacting Donna Sands through the Graham Farm and Nature Center’s Facebook page or by calling 245-4530716. While an online booking platform is in the works, these initial methods will ensure a smooth reservation process.
This innovative addition was spearheaded by Themika Sims, Director of the Graham Farm and Nature Center. Sims envisioned this project as a way to offer the community a distinctive glamping experience. Highlighting the unique charm of the Paint Rock Valley, Sims commented, “Why go to Gatlinburg when you can enjoy pampered camping right here?” He emphasized the area’s numerous amenities and natural beauty as a superior alternative to more commercialized destinations.
NEWBOOK & AMERICAN GLAMPING ASSOCIATION ANNOUNCE PARTNERSHIP
The American Glamping Association (AGA) has partnered with Newbook, a leader in hospitality management solutions, to provide its 500+ members with enhanced educational opportunities. This partnership aligns with AGA’s mission to support glamping businesses through education, tools, and resources, fostering growth and innovation in the industry.
“We are thrilled to partner with Newbook to offer unparalleled educational opportunities to our members, driving innovation and growth in the glamping industry,” said Ruben Martinez, Founder and Executive Director of the AGA.
The glamping industry has seen significant growth over the past five years, establishing itself as a popular outdoor hospitality option. With more unique glamping resorts and RV parks incorporating glamping units, the partnership will introduce new educational series, whitepapers, podcasts, and live interviews to address industry trends and challenges.
At The Glamping Show Americas in Denver, CO, this October, attendees can participate in live video podcast interviews hosted by Newbook and AGA, sharing insights and predictions for the future of glamping.
“We’re dedicated to helping operators embrace new trends to drive growth and create memorable experiences. Partnering with AGA allows us to provide invaluable educational opportunities,” said Erin Stevenson, COO at Newbook.
AGA recently launched Glamping University, featuring a comprehensive course led by Erin Stevenson and other industry experts for aspiring and expanding glamping operators.
According to KOA’s recent Glamping Report, 34% of new campers identify as glampers, with millennials comprising 48% of this group. With 51% planning to glamp again within the next year, the industry shows no signs of slowing down. Newbook and AGA are committed to empowering current and aspiring operators with innovative insights and knowledge to sustain the industry’s growth.
TODD WYNNE-PARRY LAUNCHES NEW BOOK “THE BUSINESS OF GLAMPING: AN ANTHOLOGY OF ARTICLES ON OUTDOOR HOSPITALITY”
Todd Wynne-Parry, a leading expert in the outdoor hospitality sector based in the USA, has released a new book, The Business of Glamping: An Anthology of Articles on Outdoor Hospitality. This comprehensive guide provides invaluable insights and practical advice for both established entrepreneurs and aspiring entrants looking to capitalize on the booming glamping industry.
The business of glamping, or more broadly outdoor hospitality, has emerged as the fastest growing segment within the lodging industry. This undeniable trend is driven by a surge of seasoned investors and renowned hotel brands flocking to the sector. These pioneers have astutely recognized the imbalance between the limited supply in high barrier-to-entry markets and the burgeoning demand for unique outdoor experiences.
“The demand for glamping has been accelerated by the rise of new e-commerce platforms that connect nature-craving younger generations
with extraordinary outdoor accommodations,” said Wynne-Parry. “Consumers in this space prioritize experiences over material possessions, creating a robust and ever-growing market for outdoor hospitality.”
The Business of Glamping is designed to support current and prospective entrepreneurs in expanding the outdoor hospitality sector. The book delves into key strategies for success, from identifying high-demand locations to creating unforgettable guest experiences. Wynne-Parry hopes that his book will not only inform but also inspire readers to engage in the glamping industry, whether as business operators or as enthusiastic guests exploring the multitude of glamping destinations around the globe.
Todd Wynne-Parry brings a wealth of experience to his writing. He is a seasoned professional in the outdoor hospitality industry with extensive expertise in development, acquisitions, and management. His current role
is Managing Director of Horwath HTL, he was previously Chief Growth Officer at AutoCamp. Additionally, Wynne-Parry is a contributing writer for Glamping Business Americas magazine, sharing his knowledge and insights with a broad audience.
The Business of Glamping: An Anthology of Articles on Outdoor Hospitality is now available for purchase globally via Amazon.
Letter from AGA founder: ENROLLMENT NOW OPEN FOR THE GLAMPING UNIVERSITY AND THE GLAMPING OPERATORS CERTIFICATE!
BY RUBEN MARTINEZ
We are thrilled to announce that enrollment is now open for the Glamping University and the Glamping Operators Certificate program! This comprehensive program is designed to equip aspiring and current glamping operators with the knowledge and skills needed to succeed in this exciting and growing industry.
At the heart of our initiative lies a profound commitment to elevate the glamping industry by empowering operators with the essential knowledge and skills needed to thrive in this unique sector. We recognize the growing challenges that this industry faces and the needs that operators have as they are navigating this intricate landscape on a daily basis and often with constrained resources. Our comprehensive courses provide operators with a holistic understanding of the industry, from Glamping Entrepreneurship and Glamping Hospitality Law to Risk Mitigation and Founders Stories.
By fostering a community of certified professionals, we aim to set a new standard for excellence for the glamping industry and AGA members. This certificate will ensure operators are well-equipped to deliver exceptional and memorable experiences to their guests while contributing to the industry’s positive growth and momentum.
WHY ENROLL?
• Expert Guidance: Learn from industry leaders and gain insights into best practices and trends.
• Comprehensive Curriculum: Covering key aspects of glamping business operations.
• Networking Opportunities: Connect with like-minded professionals and build valuable relationships.
• Certification: Earn the industry standard certification to showcase your expertise and commitment to best practices.
KEY FEATURES
• Program Format: 100% online.
• Start Date: Ongoing enrollment.
• Schedule: Self-paced, allowing you to start and stop the course as needed.
Deliverables: There are three main deliverables in order to complete the certificate. Operators must complete the online video courses, complete and submit a Glamping Strategic Report and submit a business pitch deck/ business plan for approval.
For more information and to enroll, please visit our website:https://americanglampingassociation. net/professional-development
INSTRUCTORS AND COURSES
• Ruben Martinez - Founder of American Glamping Association, Glamping Hub
- Glamping Industry Introduction
• Sarah Dusek - Founder of Under Canvas, Enygma Ventures.
- Charting the Course: Sarah Dusek’s Journey to Glamping Success
• Tyler Watts - Broad River Campground
- Site Selection Basics
• Irene Jones - Assistant Vice President, Marshall & Sterling
- Welcoming Americans with Disabilities to Your Glamping Resort
• Nick Parker - VP – RV Park and Outdoor Hospitality Financing, Live Oak Bank
- Debt Financing Basics
• Tyler Otto - President, Specialty Bookkeepers/Glamping Bookkeepers
- Glamping Accounting Essentials: From Basics to Best Practices
• Erin Stevenson - COO, Newbook
- Guest Communications 101
• Infiltrator Water Technologies
- Septic Care and Maintenance
- Wastewater Case Study
Our mission is to drive growth opportunities for new and existing glamping businesses by creating a strong community and network which provides education, toolsand resources toyouroneof kind business.
What our members are saying
"My personal excitement is that our industry is based in providing outdoor access. Over the past few years, more people are realizing the importance of getting outdoors, regardless of being "outdoorsy." Glamping can be an entry point or an easy way for people to get outdoors in a comfortable fashion. As long as our industry consistently can provide access and elevate the outdoors within our locations, I don't see this trending out."
Whitney Scott, KOA, Terramor Outdoor Resort
"Just get started, move fast, but be nimble. There is so much learning by doing that it's best to get started and iterate along the way. Our projects have evolved with multiple updates to projections, design, and even the role we, as operators, envisioned playing at the onset. Being thoughtful but nimble, willing to question original decisions, and accounting for new data and learnings have served us well."
Kevin Ferguson & Jigar Adhvaryu, Founders of Starlight Haven
"My advice to anyone entering the industry is to constantly learn and never settle for lower goals or easier challenges. My drive is to help others and become better and improve what they're doing. Be bold and do things others aren't willing to do. Our success as a company has come from trying to be different and approach things differently."
Alex Burkett, CEO of Outdoor Alliances
"Create a road map and goals. It's okay to divert as opportunities present themselves, and don't forget to celebrate all of the wins. This will give you the encouragement to keep going. Also, there are so many great resources amongst others in the industry. Utilize their knowledge and experiences to help you grow and learn."
Joe & Rose Duemig, App My Community
THE GLAMPING SHOW AMERICAS: A PREMIER
B2B EVENT FOR THE GLAMPING INDUSTRY
The Glamping Show Americas, the leading B2B event for the glamping industry, is back for its sixth annual edition. Since its inception in 2018, the event has grown to become a cornerstone for industry professionals, providing a unique platform for networking, education, and showcasing the latest innovations in the glamping world.
VISITOR REGISTRATIONS
SURPASSING PREVIOUS RECORDS
This year’s visitor registrations are running well ahead of last year’s record-setting pace, indicating a strong interest and enthusiasm from the glamping community. Although surpassing last year’s record isn’t guaranteed, the current trend is highly encouraging and suggests a vibrant turnout.
A DIVERSE AND EXPANSIVE EXHIBITOR LINEUP
So far, 129 exhibitors from 13 different countries have confirmed their participation. This international presence highlights the global appeal and expanding reach of the glamping industry. The countries represented include the United States, Canada, Mexico, Ecuador, the United Kingdom, Spain, France, Poland, Finland, Estonia, the Netherlands, South Africa, and Australia. While last year concluded with 140 exhibitors, the event is on track to match or possibly exceed this number, with a notable addition of 30 new exhibitors debuting their offerings.
COMPREHENSIVE CONFERENCE PROGRAM AND WORKSHOPS
The Glamping Show Americas prides itself on offering a robust educational component, and this year is no exception. Attendees can look forward to a full conference program alongside two workshops, all featuring brand-new content. These sessions are designed to provide valuable insights, practical knowledge, and the latest trends impacting the glamping industry.
UNVEILING THE 2ND ANNUAL STATE OF THE MARKET SURVEY
A key highlight of the event will be the presentation of the 2nd annual state of the market survey. This survey provides a comprehensive overview of current market conditions, trends, and projections, offering invaluable data for industry stakeholders to make informed business decisions and strategize for future growth.
PREMIER B2B GLAMPING EVENT
The Glamping Show Americas continues to solidify its position as the premier B2B event for the glamping sector. With strong visitor registration numbers, a diverse array of exhibitors, an enriching conference program, and insightful market analysis, the 2024 edition promises to be an unmissable event for anyone involved in the glamping industry. Whether you are a seasoned professional or new to the scene, The Glamping Show Americas offers unparalleled opportunities to connect, learn, and grow within this dynamic field.
GLAMPING BUSINESS CONFERENCE DELIVERS EXPERT STRATEGIES AND BEST PRACTICES
Three days of compelling glamping business instruction—a two-day conference series plus a day of pre-show workshops—await you at Glamping Show Americas.
GLAMPING BUSINESS CONFERENCE
DELIVERS EXPERT STRATEGIES AND BEST PRACTICES
Three days of compelling glamping business instruction—a two-day conference series plus a day of pre-show workshops—await you at Glamping Show Americas.
Whether you are brand new to the outdoor hospitality industry or you had a glampsite before glamping became a thing, you will come away with success-driven action items. Learn how to leverage AI, overcome legal hurdles, secure funding, seamlessly integrate glamping into your campground, enhance your bottom line with the right amenities and so much more.
TUESDAY, OCTOBER 1, 2024
7:30 am – 5:00 pm Registration Open
7:30 am - 8:30 am Continental Breakfast (2-Day Conf. Attendees & Speakers)
8:30 am – 9:30 am Glamping Americas 2024 State of the Industry Report
9:30 am – 5:00 pm EXPO OPEN
10:30 am – 11:30 pm Taste the Difference: Strategies for Exceptional Food & Beverage in Glamping 11:30 am – 1:00 pm Conference Lunch (2-Day Conference Attendees & Speakers)
1:00 pm – 2:00 pm From Tents to Wagons: How Glamping Can Benefit Your Park
2:00 pm – 2:30 pm Newbook: Strategies Unlocked: Optimize Your Resort with Newbook
3:00 pm – 4:00 pm Engaging the Evolved Glamping Audience: Beyond the Tent in Communication Strategies
SCHEDULE AT-A-GLANCE
MONDAY, SEPTEMBER 30, 2024
7:30 am – 4:30 pm Registration Open
7:30 am – 8:30 am Continental Breakfast (AM Workshop Attendees & Speakers)
8:30 am – 12:00 pm Pre-show Workshop: Funding Your Glamping Business
7:30 am – 8:30 am Continental Breakfast (2-Day Conf. Attendees & Speakers)
8:30 am – 9:30 am Turning limited resources into unlimited success: Discover pioneering tech-savvy ideas to attract guests and increase revenue using the power of AI
9:30 am – 3:00 pm EXPO OPEN 10:30 am – 11:30 pm Size Matters. Density, Amenities and Debt Coverage Ratios 11:30 am – 1:00 pm Conference Lunch (2-Day Conference Attendees & Speakers) 1:00 am – 2:00 pm Don’t Call it a Trend! Glamping has Laid Down Roots in the Travel Space 3:00 pm – 4:00 pm Understanding Key Metrics that Drive Profit and Fuel Growth
GOOGLE FOR GLAMPERSGET THAT BUSINESS PROFILE WORKING FOR YOU!
BY ANNIE BUCK/THINK RESERVATIONS
You’ve got the property, the fabulous structures, your website and processes all in place. Now where are the customers? Glamping is an exciting new entrant into the lodging industry, and as such, search engines haven’t quite caught up with it. Google is the most-used search engine in the world, with more than 90% of the search share:
With that understanding, you will see why it’s so important to appear in Google for search queries related to lodging-camping-glamping.
Google search results for lodging related queries are broken into 3 basic sections: Local/ Travel, Text Results (also known as search results or organic listings), and Ads:
To appear in the text/organic listings, you will need to have a website. The website should meet certain minimum standards (fast load page, easy navigate, clear call to actions to book, etc.), offer an excellent user experience, and should be optimized for the search queries most used to find businesses like yours in your local area. This is best determined by an SEO professional.
Ads are pretty self-explanatory - you pay Google to run ads for you. But not all ads are created equal - here is an example of a Google Ad for Zion Ponderosa Ranch Resort. It includes beautiful imagery, an inviting snippet, sitelinks, and a call-to-action (Book Your Stay Online Today!). The “Sponsored” label identifies the listing as a paid placement:
When it comes to Google Local results, Travel is very different from other types of business search results. As you can see from the Travel/ Local section, or the 3-pack, pricing appears in the results:
This is coming in from partners who feed availability and pricing to Google, and is based upon availability for the default date, which is a one-night stay. If you use a booking partner who
works with Google, you would still need to have availability on the default date and not have any two (or more) night minimums. This piece is often dominated by OTAs (online travel agencies) like Booking.com and Expedia, unless the property works with a partner and uses free booking links or Google Hotel Ads. These appear as “little green beds” with the ”Official Site” label:
You’ll also notice that my query was “Best Glamping in Colorado” - due to that, Google has automatically activated the “Top-Rated” qualifier: All that said, it’s important to make sure you have some control over the way that your business is presented in Google travel results. You will need to set up a Google Business Profile for your property, and then fill it out as completely. Google gives specific guidelines for business entities on Google, and it’s imperative to abide by the rules so you don’t get suspended, and then not appear in the results. Keep all of your information clean - for example, don’t add anything extra to the property name, like taglines or location. You may or may not
be able to add a business description, depending on which Categories you’ve chosen. Most lodging businesses are not allowed to add their own business descriptions. Instead, Google will generate a description based on the information you have provided, as well as information from “various sources”, which include directories, articles, reviews, and other online sources.
Speaking of categories, when you are faced with choosing the best categories for your business, it can be confusing and a bit frustrating. Google currently doesn’t have a category for Glamping, so you have to work around it. The closest categories available now are Campground, Camping Cabin, RV Park, and if available to you, Vacation Rental (other) or Holiday Rental (these two are locationdependent). Of course, if your property includes lodges, cabins, cottages or other accommodations, add those categories as well. One category that may be tempting is Tent Rental Service - but don’t use it, as it has nothing to do with accommodation.
Photos are incredibly important! Add many high-quality photos, and encourage your guests to add photos with reviews (more on that later). Photos are eye-candy - people want to see where they are staying, and they want multiple views. This will also allow your local listing to show images in a carousel, and become results in Google Image Search.
Most lodging businesses have a special section called Hotel Details. In this section, you can add your amenities and features, such as parking and payment options, accessibility, activities, dining, and more. Completing this section helps Google understand your business model to rank it for qualifiers and long-tail search queries.
Reviews - always ask for reviews! Review score is a local ranking factor. It also helps your potential customers see what others have to say about you. A recent study showed that most people will take the word of complete strangers on the internet as seriously as recommendations from friends and family. Even bad reviews can be a chance to influence people to stay with you, if you respond to them appropriately and fairly. Asking for reviews can be as simple as a followup email sent after the stay, with a link to your Google Business Profile reviews. Many property management systems provide automations that help property owners get more reviews. Companies like ThinkReservations integrate review workflows into their ThinkMessenger guest communications suite.
“Photos are eye-candypeople want to see where they are staying, and they want multiple views.”
Google Business Profile has other features, including a Q&A section in which the public can ask questions about your business, which you can then answer. Those Q&As stay live so that future viewers can see them, and they also help inform your business description. Another great feature is the Updates section. Add photos and videos with information about your business, local things to do and new happenings at your property.
Once you’ve got your profile all filled out, have added photos, and are asking for reviews, make sure you check it weekly for changes that may have been made by Google, to respond to reviews, add new photos, and check for questions that need answers.
Keeping your information correct in Google is an excellent way to promote your business, and it’s no cost, other than the time you invest to make it informative and helpful to your customers and Google. Don’t let this valuable resource go - use your business knowledge and get more customers!
If you’ll be heading to beautiful Colorado for the Glamping Show Americas, stop by the ThinkReservations blue house to visit with us!
“A recent study showed that most people will take the word of complete strangers on the internet as seriously as recommendations from friends and family.”
About Annie Buck & ThinkReservations
Annie Buck has spent over 15 years transforming the online presence of lodging properties. Since 2008, she’s helped hundreds of clients leverage websites, Google Business Profiles, and social media to turn lookers into loyal guests. Annie’s passion is empowering lodging professionals to become masters of online hospitality, showcasing their unique properties and generating excitement for potential guests.
ThinkReservations provides an intuitive, professional, and comprehensive platform for your property. ThinkReservations software includes a property management system, online booking engine, channel manager and guest communications suite, all in one platform. With a unique ecosystem of proven business management solutions, integrated payment processing, world-class support, and direct connectivity with channels such as Booking.com, Expedia, TripAdvisor, and Airbnb, ThinkReservations is ready to unify, automate and make every part of your business more profitable and productive. Our expertise includes hospitality websites and marketing with our latest offering, ThinkWeb and ThinkMarketing. Save time. Increase revenue. Be a Thinker.
IMPROVING YOUR PHOTOS
IS THE EASIEST WAY TO BRING NEW GLAMPERS TO YOUR PARK
BY MIKE GAST / ‘IMI OLA GROUP
It’s amazing how many times a wonderful new glamping facility will discount the value that comes from the imagery it provides to potential customers.
More than 40 years in the newspaper and camping industries showed me the power of telling your glamping story through quality photography. Customer surveys continue to show that potential guests are swayed the most by the photographs they see during their glamping vacation planning period. No matter how much time, effort, and
“Creating your own original photography for your business just takes a bit of thought and planning and can actually be fun!”
funding you put into your facility, it can all be undone in a second by poor photography.
It’s impossible to provide high-quality content for your marketing channels without quality visual imagery. According to Microsoft, the average human attention span has dropped to just eight seconds, and Facebook posts that include good images see more than double the engagement than those without images. In fact, according to the website eMarketer.com, 62% of consumers say that seeing photos attached to online content significantly influences their buying decisions. Consumers rely on visual input when making purchasing decisions. That’s led to a nearly 40% increase in photography creation budgets for U.S. businesses.
Does that mean you have to invest thousands of dollars into a professional photo shoot? Sure, if that’s part of you overall marketing plan and your
budget can take the financial hit. But it doesn’t have to be your starting point. The only mistake you can make is to “settle” for sub-par images for your website, social channels, and emails. Original photography for your glamping business allows you to tell your own story. It visually sets you apart from the competition and is your best “window” for telling potential guests exactly what you have to offer.
YES, YOU CAN DO THIS
The advent of the smartphone was both the worst and the best thing to ever happen to photography. On the one hand, smartphones put a pretty fair quality digital camera in the hands of virtually everyone. On the other hand, it made it very easy to “settle” for the quick-and-dirty snapshot that the camera automatically provides, without regard to simple photographic rules for lighting, exposure,
focus, and composition. Creating your own original photography for your business just takes a bit of thought and planning and can actually be fun! Here are 10 simple tips to keep in mind that will bring new life to your glamping photography, and put you on the road to providing the visual input your customers need to point themselves in your direction. Keep in mind that I use an Apple iPhone, but most tips apply to any brand of smartphone:
Tip 1: Clean your lens. This one sounds too simple, but more than one great shot has been wrecked by the fuzz that accumulates in your pocket and gets transferred to your smartphone lens. The glass that covers the camera lens is extremely tough, and the corner of a clean shirt can suffice for a cleaning cloth.
Tip 2: Turn the phone horizontal. The most visually pleasing photos are those taken horizontally. On iPhones, you can also use the volume up button on the side of the phone as a shutter release so that you don’t have to reach back and touch the screen to shoot.
Tip 3: Use the ‘Rule of Thirds’. Your smartphone will have a feature imbedded in the photo app that adds a nine-square grid to your screen. This allows you to easily position to main subject of your photo at the intersection of two lines. Keeping your subject away from “dead center” adds visual interest and correct composition.
Tip 4: Crop with your feet. This tip is intended to make your subject the star of the show. Just get physically closer to your subject and fill the frame on your smartphone. The zoom feature of your smartphone is to be avoided. Zooming in will likely degrade the quality of your digital photo.
Tip 5: It’s all about the light. All photography is about the use of light. Be aware of where your light source is coming from. If you’re shooting inside, stay away from bright background windows. Your smartphone will try to compensate for the most brightly lit area, and you’ll be left with a very dark foreground for your subject. If you’re outside, get you and your subject into the shade to avoid harsh shadows.
Tip 6: Turn off the flash. First of all, the flash on your smartphone really isn’t a flash. It’s a flashlight. Use of the flash tends to bring harsh light to photos. Secondly, you’ve likely taken a few shots of people and pets that include the dreaded “red eye.” The red is actually caused by your camera’s flash reflecting off the retinas of your subject. Turn off the flash and look for another light source like a sunny window.
Tip 7: Get creative & change your viewpoint. This can be as easy as climbing up on a chair or ladder to shoot or sitting on the ground to get a different angle and perspective. Also be aware of using “leading lines” and curves that visually guide your viewer through your photo.
Tip 8: Keep it steady. Your smartphone is capable of some incredible low-light night shots. But like any other camera, those shots will take a few seconds. Invest in a simple clamp tripod that will attach to your smartphone and avoid the motion that will ruin a three-second shot.
Tip 9: Use all of the tools. Your smartphone has the ability to help you lock in your focus and your exposure. For focus, simply tap the subject of your photo on the phone screen before you shoot to lock the focus at that point. For controlling the exposure, tape the screen until a yellow box and sun graphic appear, then slide your finger up or down the screen until things look right.
Tip 10: Experiment with editing apps. It’s OK to try to enhance your photos by using some of the great apps available. Just be careful you aren’t altering reality too much, or your guests will notice and call you on it. Adobe Photoshop even allows you to change the sky from grey to blue with fluffy clouds. A few to consider are Adobe Lightroom, Adobe Photoshop Express, Snapseed, Afterlight, and PicsArt Photo Studio, to name just a few.
“Some owners opt to use stock photos they find for sale at a plethora of online sites. Customers can easily tell when a shot isn’t genuine and isn’t part of your facility.”
OTHER THINGS TO CONSIDER
Now that we’ve given you the tips to get you started on your quality photography journey, make a plan to continually improve the quality of your imagery. That might include things like:
• Staging your own internal photo shoot: Enlist your employees or invite friends to help by being models for different scenes you set on your glamping facility. Show them enjoying your park’s features, and shoot away until you get the picture you’re after. You might even consider staging your own special event with the intent to shoot new photos. Remember to have model releases handy.
• Partner with a local professional photographer: Do some research to find a local professional photographer who will work with you to improve your images. Often, these local pros are open to a bit of bartering to achieve a mutually beneficial arrangement that won’t necessarily involve a lot of your cash. It might be as simple as an exchange for a few free glamping nights. Or, if your facility has the right outdoorsy look, the pro might be willing to trade his time and skills for future photo shoot access for his other customers. Either way, you might find an affordable way to raise your photography bar.
• Ask your guests to help: Customer testimonials are, without question, one of the best ways to garner attention. Make it easy for guests to post reviews of their experience and include their own photos showing what they thought were your best features. It’s also OK for you to ask a good-looking bunch of guests if you can take their photos having fun. Just be sure to let them know that you intend to use the photo in your marketing, and it’s a good idea to have them sign a simple model release so there are no issues later.
• Make it easy for guests to take shots: Create a few “selfie spots” on your facility that are both
fun, and easily show off your best features to anyone they share their photos with.
• Avoid stock photography: Some owners opt to use stock photos they find for sale at a plethora of online sites. Customers can easily tell when a shot isn’t genuine and isn’t part of your facility. This is a lazy way to go and should be avoided.
• Take A LOT of photos: The cost of film hasn’t been an issue for decades. Digital photos are free, so be sure you have a bunch of photos to choose from.
BONUS TIP!
If you’ve got a stream, river or waterfall on your property with moving water, try this trick: Place your phone on your new little tripod. Open the iPhone photo app and turn on the LIVE feature in the upper right corner of the screen. Take a photo of your moving water feature. Then, open the photo and go to the dropdown menu just above the left corner of the photo. Touch the dropdown and select “Long Exposure.” You should see a great shot with the moving water now softly blurred. It’s a fun way to add interest in your picture. Now, get out there and start shooting!
Mike Gast is a journalist and public relations professional with a career spent in media newsrooms as well as 20 years as the Vice President of Communications for Kampgrounds of America Inc. He now puts his decades of experience to work for glamping and camping operators as the President of the ‘Imi Ola Group, a public relations, marketing and content production firm located in the heart of America in Omaha, Nebraska. You can reach him at mike.imiolagroup@gmail.com.
THIS ONE THING
SENT GUEST REVIEWS – AND RESERVATIONS
– THROUGH THE ROOF
BY MICHELLE OLIVER
When I worked in food and beverage, we each Christmastime had a holiday tradition: the Christmas dessert-off.
Each year, the front of the house took turns with the back of the house in preparing desserts, and these were then judged by the other department after which, awards were given to the three most popular dishes: first, second, and third place.
Back then, our entire staff did a good deal of baking and dessert-making — in the pantry of the restaurant and at home and yet for me dessert-making and baking had become something of a passion. And so it was that I decided to drop jaws and stop hearts.
I’d already been experimenting with a recipe that had come unbidden into my brain: Brazil nuts bathed overnight in whiskey and then oven-roasted. After the roasting and toasting, I hand-dipped each Brazil nut into a vast dark lake of molten chocolate – Meybol German chocolate, the best I’d ever had. This lake of chocolate, too, was also of my making. Once the molten chocolate had cooled slightly, I dusted each Brazil nut with cocoa powder that came from the same slab of chocolate.
My dessert turned out every bit as good as I’d hoped.
I erected a tower of two hundred Brazil nut chocolate spheres.
The day of our holiday bake-off, I was giddy with excitement. When I set up my station, I placed a small handwritten sign next to my creation which said “Whiskey Brazil Nuts in Meybol.” I then steadied myself not merely for the pleasure my coworkers were about to experience, but for the first place prize.
Nobody went near them.
Evidently my coworkers and their spouses had no interest in whiskey-flavored Brazil nuts that were, one by one, hand-dipped, and scrupulously dusted in the most delicious chocolate I’d ever tasted. The guests did, however, dive into all the Fireball Fudge and Decadent Divinity, nearly polishing off these and any number of other dishes as well.
Each person who selects furnishings for their resort, or who creates copy that represents to guests their mission and theme, or who otherwise markets their messages to people unfamiliar with their business, are all doing the same sort of thing: they’re packaging their vision and presenting to guests what their business stands for. They’re showcasing their ideas to the world.
Next day, back at work, the owner and his wife decorously laid out all remaining desserts upon a large tray and put the tray in the server’s station for the entire staff to enjoy. It was then that I decided to relabel my neglected dessert. I decided to make an appeal to the festive delight I was still convinced my coworkers would experience once they’d tried one of my whiskey-drenched, chocolate-bathed Brazilian nuts. This time I labeled them: “Winter Wonder Spheres.”
They were gone in less than fifteen minutes.
Leading up to the bake-off, I’d taken many steps in preparing this dessert. I searched for and found the finest chocolate I’d ever personally experienced.
I spent absurd amounts of money on the best and best-rated Brazil nuts I was able to find anywhere in the world. I prepared the chocolate with surgical exactitude: melting it, cooling it, shaving it, dusting it. I purchased other things as well, including dishware and cookware and even furniture for the (mediocre) stand upon which I’d showcase my dessert, and my presentation on the plate was geometrically precise. Finally, I creased with my thumbnail a piece of construction paper – no thought of good stationary entered my mind – and on one half of the construction paper I wrote the title that would identify and crown my dessert: “Whiskey Brazil Nuts in Meybol.”
This stationary and the furniture stand I placed everything upon was a representation of how I’d chosen to introduce and present my dessert to the guests, who were also my coworkers and their spouses. I went through a series of many different steps to go from deciding to bake a dessert for the contest to actually presenting the dessert for consideration. Yet my final two steps were the most significant: deciding what to call my dessert and then cobbling together the materials upon which to showcase it. It was these things that represented my last and two most important decisions.
All of us, at one time or another, have mispackaged our work in a similarly misbegotten manner: a manner based not upon what’s important to our guests, but what’s important to us.
Michelle Oliver
A great many people present their vision in a way similar to the way in which I did when (on cheap construction paper) I misnamed my dessert.
Why would I ever have done such a thing as package and present my meticulously crafted and carefully planned dessert with a name nobody would recognize?
Because I mistakenly believed my dessert should be presented based entirely upon my values and knowledge, rather than the values of my friends and coworkers all of whom, without exception, were always open to trying a new things, provided they knew what those things were.
It was in this moment that I realized that I had to repackage it if anyone was to actually partake.
During my time in hospitality, I’ve seen a number of properties –extravagant properties wherein no expense was spared on designing and building the accommodations, or purchasing the land itself, and yet with furnishings that appear as an afterthought - cheap and incongruent with the amenities of the property, and the natural environment surrounding it.
Unfortunately, most outdoor hospitality venues underestimate the importance of planning and budgeting for interior design and furniture. Most owners and managers find themselves frantically searching at the last minute, ordering from unreliable online sources that don’t blend with the overall brand design strategy, and settling for a hodge podge of non-hospitality grade items that must soon be replaced.
Such venues confuse guests. There’s nothing worse than waking up in an environment that makes you feel you could be in any town USA.
Interior design and furnishings offer an opportunity to affect the guest in many ways - the first of which is in weaving the local landscape into the design. Using style, unique features, colors and textures that reflect the geography and culture of the area and tell a story, creates a relationship between the guest and their environment and enhances their experience.
Special touches can lead guests to explore the resort amenities. Providing books on local art, fauna and flora, nature journals, scavenger hunts and other games that encourage interaction with the natural environment, can become part of the overall aesthetic. Supporting local artists by displaying their work
and sharing their stories, contributes to the design while simultaneously creating a personal connection between the guest and their environment. Strategically placed gift baskets that highlight the amenities and encourage the guest to engage, can be integrated into the design.
The allure of outdoor hospitality lies in blurring the lines between indoor and outdoor spaces. Floor-to-ceiling glass doors that open to outdoor decks expand the living space and create a seamless connection with nature. Indoor/ outdoor showers, rooftop sleeping areas, and plants growing both inside and outside help to bridge the two. By thoughtfully incorporating outdoor living into your design, you can infuse the calming essence of the outdoors into your guest’s stay.
Biophilic design transcends being a mere architectural fad; it’s a philosophy focused on reestablishing our connection with nature, addressing our deepseated affinity for the natural world. This design approach promotes healthier, more productive environments by integrating elements such as natural light, airflow, and greenery, harmonizing our contemporary way of life with nature’s rejuvenating influence.
Like all of us, guests want to be pleasantly surprised and engaged. We can delight them by mingling design elements in unexpected ways.
By bringing the rustic elements of nature inside and displaying luxurious elements on the outdoor deck we provide a unique opportunity for the guest to enjoy the beauty of their surroundings in comfort. If the foundation is stylish, weather-resistant furniture, plush cushions, rugs, and throw blankets provide a delightful contrast. An outdoor hanging fireplace makes the space inviting year-round. Creative ambient lighting, such as lanterns and backlit furniture creates a magical setting.
Our work in attracting others to our vision and craft lies in presenting our ideas in a way that helps our guests realize their desires and goals. We’ll excite far more people to this vision when the first thing they learn about it is not what’s most important to us, but what’s most important to them.
We’ll attract far more people to our message when we do the one thing: package and present our gift not from the inside out, but from the outside in.
About Michelle Oliver
Michelle Oliver is Founder and President of EVOLVE Lodging, Founder and CEO of EXPITALITY and Founder of the Experiential Experts Alliance. Michelle brings 34 years of personal development training, management, sales and coaching within the small business sector. She’s owned and operated a large variety of businesses, has authored several books and is passionate about wellness and the great outdoors. She’s committed to bringing each client’s vision to life and facilitating extraordinary guest experiences through creative indoor and outdoor living design.
Michelle@EvolveLodging.com 970-507-0317
GUEST EXPERIENCE BY HONEYTREK: Wild Foraging
BY MIKE & ANNE HOWARD, HONEYTREK.COM
We’re no botany experts, but as seasoned glampers, we know wild foraging has provided some of our most memorable experiences at camp. While hunting for fruits, herbs, mushrooms, and plants has been happening since the dawn of time, in recent years it has become particularly popular for recreation. Gardening-meets-hikingmeets-scavenger-hunt, with fresh snacks and wellness treatments as a reward, it offers a lot to love. More and more, we’re seeing tourism boards and glamping properties surfacing foraging experiences as one of the best things to do in their area—people love this hands-on way of understanding and enjoying the land!
And when it comes to your land, no matter where you are in the Americas, there is something to forage, whether you know it or not. Take dandelions for example, these “weeds” pop up everywhere, but did you know they are edible
from root to petal? Or that those cattails in the pond are not only high in vitamins and minerals, but also a remedy for cuts, stings, and burns, and make a great campfire starter? Sources of food, medicine, and fun are literally under our noses, we just need to know when and what to look for. Here are some of our favorite ways glamping camps and outfitters have incorporated foraging into their offerings, be it through their own education or great partners, and ways you can too.
EDUCATIONAL HIKE & TRAIL SNACKS
Since learning to safely forage and artfully share that knowledge takes time, wisely Firelight Camps partners with a local expert. Starting right at the lobby tent, Sarah started pointing out edible plants, like wild garlic and anise, that we’d been walking by our entire stay! We then ventured into the adjacent state park to learn about the Northeast’s forest ecology and pick small samples,
then ended at a waterfall to enjoy the views and taste our spoils.
Tip: Partnering with a local expert is the easiest, safest, and most efficient way to tap into the foraging craze! To streamline logistics list the provider’s email so guests can book their tour directly.
Photos by HoneyTrek
INDIGENOUS SALAD BAR
Staying at Upper Humber Settlement, run by Lauralee of the Qalipu First Nation, we joined her Farm & Forage experience across her six acres in Newfoundland. Sharing native uses of the plants, from sage flower, lamb’s quarter, and clover to chickweed, we learned about the deeper meaning of each ingredient. In a lovely greenhouse-turneddining room, we made the most beautiful and unique salad we’d ever had.
Tip: Preparing something as simple as salad is so fulfilling when guests learn about the ingredients in their natural habitat and with cultural context. Try to connect with the First Nations community in your area to see if someone would be willing to share their wild harvesting heritage and knowhow with your guests. If that’s not possible, learn about their traditional practices and acknowledge the original stewards of the land as a sign of respect.
SEAWEED FORAGING & RAMEN BOIL UP
Did you know that all seaweed is edible? If it’s still attached to its base and not in a highly commercial area, it’s good to eat! On a trip to San Luis Obispo, we joined Marley Family Seaweeds for a great intro to the diversity of kelp along California’s Central Coast. The founder Spencer pointed out the tastiest varieties from nori (like you’d find wrapping sushi) to dulse (aka sea bacon). After we harvested a few pounds, Spencer fired up the camp stove on the beach and we made ramen with our seagreens! As we enjoyed our soup, he gave us tips on how to dry our remaining kelp for future use—up to two years! We came away with fresh knowledge, full bellies, and edible souvenirs that we still use on a regular basis.
Tip: If your camp is near the coast, seaweed harvesting is the most foolproof way to offer foraging. Since there is virtually no risk of people eating the wrong kelp, this can also be a selfguided activity by giving guests a cheat sheet, scissors, and a mesh bag to strike out on their own.
PRAIRIE TEA-MAKING
Being the breadbasket of Canada, Saskatchewan has been highly farmed, but with our great guide from YQR Naturalist we learned there was still plenty to wild forage. David honed in on the leaves that make a great tea, like those of raspberry bushes and wild mint. After a hike into a beautiful area that few tourists ever see, he pulled out a thermos of hot water and we steeped and drank our finds.
Tip: Harvesting tea ingredients is a great way to offer a memorable culinary experience without the work of cooking. To elevate the outing, bring a picnic blanket, a pretty teapot, and scones for a forest tea party.
NOT-SO WILD BERRY PICKING
If foraging sounds like too many unknowns for your liking, you can get a similar effect by growing edible flowers, berries, or herbs. When we stayed at Stillwaters Farm & Pirate Winery (yes, you read that right!) in Tennessee, the owner Valeria told us that wild blackberries grew along the back of
her property and welcomed us to grab a basket and harvest. We came back with three pints and it inspired us to bake a cobbler in our farm cottage.
Tip: Plant blackberries, blueberries, raspberries, gooseberries, or whatever bush berry grows well in your area and give guests that same treasure hunt and sweet reward. You can also try herbs like the ever-hearty and prolific mint or rosemary and invite people to harvest it for their tea or cocktails. Create a craft drink station with muddling tools, tea balls, and recipe books to inspire guests’ fruit and herb concoctions.
HOW TO GET STARTED
The idea of foraging might seem a bit intimidating since there are health and environmental risks associated with certain plants. But remember, you don’t have to be an expert on the whole of the Americas, you just need to be knowledgeable about your general area and plot of land. Here’s how to build up your skills:
- Get Out There: Join foraging groups and outings in your area. We’ve seen foraging hikes and courses offered through state parks, spice shops, and local Facebook & MeetUp groups, so search and ask around.
- Find Your Guru: Pinpoint the premier foraging expert in your region, either to be your mentor or a guide for your guests.
- Read Up: For a good North American overview, without biting off too much, read Sam Thayer’s The Forager’s Harvest: A Guide to Identifying, Harvesting, and Preparing Edible Wild Plants, focusing on 32 of the best and most common edible plants on the continent. Sam Thayer is a highly regarded foraging expert and his newest book Field Guide to Edible Wild Plants of Eastern and Central North America is a must if you’re on that side of the continent. Brianna Wiles did a particularly good guide, called Mountain States: Identify, Harvest, and Use 100 Herbs for Health and Wellness, while her publisher Timber Press continued this health and wellness series for various parts of the country. Virtually every region has a foraging guide, find one as specific to your area as you can.
- Download These Apps: Seek and PlantNet are highly rated free apps for a fast way to upload your plant pics and get general analysis. We found Seek to be more in-depth and pleasant to use, while CNN rated PlantNet as their favorite crowdsourced option in their multi-app trials. For New Englanders, Native Plant Trust’s Simple Key may be a little clunky, but it’s highly revered as a part of the National Science Foundation. PictureThis
plant identification is $40 a year and is among the most comprehensive apps.
- Study Your Land. Start taking slow, observational walks around your plot, snapping pictures with your phone apps, cross-referencing them in field guides, and taking notes in a journal to keep track of what’s growing when and where. Upon finding things you think would be desirable (or poisonous), triple-confirm their identity and put a little sign in the ground to easily find them again. Better yet, hire a pro to walk your land and help you map it out.
BEST PRACTICES
To make sure you are harvesting safely and sustainably, follow these guidelines:
• Know your area’s poisonous plants and threatened species. Don’t touch or eat anything in question.
• Never harvest more than 5% of an area. This will ensure you don’t deplete the habitat for fauna and future guests.
• Use sharp scissors or garden clippers to promote quick regrowth and not damage the plant.
• When using public land, stay within their approved areas, foraging guidelines, and allotted amounts. FYI, save for some national parks, most public lands allow recreational foraging, but it’s always good to double-check.
• Whether on public land or your own, be mindful of sensitive habitats like wetlands or deserts. Start with areas that are more well-trodden (fields, trailsides, and campsites) which are less likely to be negatively impacted by harvesting.
Wild foraging is a great way to endear guests to your glamping property. Curating such excursions is also a low-overhead (and possibly lucrative) way to add an unforgettable activity. Even if you decide not to offer foraging, this exercise in studying the local plants will give you a better understanding of your land and become a better steward of it.
About Mike & Anne Howard
Traveling for the last 12 years across 76 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 on 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 create thriving businesses.
Visit: HoneyTrek.com/GlampingExperts
DISRUPTIVE WEATHER IT IS CATASTROPHE SEASON – BE PREPARED
BY GARY R. RIMLER, RIMLER CONSULTING & RISK MANAGEMENT
Mother Nature can be unpredictable, especially during hurricane and wildfire seasons. While severe weather events are a growing concern, proactive planning can minimize downtime and protect your glamping business. This guide equips you with the knowledge to prepare for disasters, safeguard your guests, and ensure a smooth recovery.
Now is the time to make sure you have planned to give your insurance a “health check”. Weather related activity includes hurricanes, often called Named Storms, tornadoes, wildfire, wind and hail and flash floods.
PREPARATION IS ESSENTIAL
Disasters, from wildfires to floods, can significantly impact your business. Proactive
preparation minimizes downtime, protects your investment, and ensures guest safety. Let’s delve into how risk management and insurance can work together to safeguard your glamping business.
A key priority is to make sure you have done everything you can to protect your property. This includes weed abatement, trimming trees, and reinforcing structures to avoid damage to your buildings and accommodations. Risk assessment is the cornerstone of disaster preparedness and a recovery plan. Once you understand potential risks, create a comprehensive disaster plan. This plan should outline procedures for various emergencies, including evacuation routes, communication protocols for notifying guests and staff, and designated safe zones. Regularly review and update your plan to reflect changing weather patterns or new glamping structures. Share your
disaster plan with all staff making sure it includes actions steps and contact details for your staff and local responders. Connect with local emergency management agencies and fire departments. This allows you to stay informed about potential threats and access resources during emergencies.
Practice your plan at least every 3 months. Once you understand potential risks, create a comprehensive disaster plan. This plan should outline procedures for various emergencies and notify guests and staff about designated safe zones. The actions steps include:
• Build the Disaster Recovery Plan
• Secure key partners including restoration companies and first responders
• Communicate and practice
THE RIGHT INSURANCE PROTECTION IS VITAL
Work with your risk management and insurance professionals to review your insurance portfolio. At a minimum your insurance coverage should include Property Insurance including Business Interruption & Extra Expense. Workers Compensation, Commercial General Liability, Commercial Automobile Liability, and Excess Liability Insurance. Key additions should include wildfire protection, named storm including wind, hail and flood insurance. Insurance plays an important role in financial recovery post-disaster. Read your policy and ask plenty of questions of your insurance professionals. Check the exclusions.
The glamping industry these days must turn to non-standard insurers called Excess & Surplus Lines (E&S) insurers. Standard insurers are regulated by your state Department of Insurance. The standard insurance company, also called admitted insurer, must file their rates and policy forms. Excess and Surplus Lines insurers are approved to write insurance in your state. However, the non-standard E&S insurer is not required to file their policy forms and rates. A word of caution, check your E&S insurer’s exclusions and policy definitions. Many, many protections are taken away compared to standard policies. There are good and bad E&S insurers. Glamping structures often involve unique materials and construction methods. Standard property insurance might not fully cover these. Discuss your specific needs with your insurance provider and consider additional coverage for business. Creative insurance solutions can close the gaps not covered by your insurance. Business Interruption insurance is usually triggered by damage to one of your insured structures. Think what can happen if a hurricane, tornado or wildfire devastates your area and you are fortunate not to have any physical damage. Business Interruption insurance is not going to respond. There are unique specialty insurance products that will pay if a defined event occurs within a specific distance from your property and your buildings are not damaged. You define the parameters of the event, and the insurance company pays on that basis. Here is an example, your glamping resort or campgrounds is near a major beach community. A Named Storm/Hurricane comes within 100 miles. The community is devastated, and all your reservations are cancelled for the next 6 months. You did not have any damage. Based on these parameters you can purchase a unique insurance policy called “Non-Physical Damage Business Interruption. “
Almost every policy has a deductible or self-insured retention. Usually, it is a specific dollar amount, $5,000 for each occurrence. Insurance companies have been hit hard by tornadoes, wildfires, named storms, hail and floods. A new deductible approach from insurers applies the deductible as a percent of your insured value. You get no choice; the insurance company has changed the deductible process. If an insurance company has a 5% wind or hail deductible that will be applied to your building and contents value. If your building is valued at $1,000,000 that 5% deductible is $50,000. It is common to see a 10% or higher deductible for wildfire peril. The $1,000,000 building’s 10% deductible, in this case, is $100,000. Ask your insurance professional to explain how the percentage of values deductibles are applied.
CONCLUSION
By following these steps, you can create a disaster preparedness plan that safeguards your glamping business and ensures guest safety. Remember, disaster preparedness is an ongoing process. Regularly review your plan, conduct drills, and adapt based on industry best practices and local weather patterns. With a proactive approach, you can navigate disruptive weather and keep your glamping oasis thriving. Make sure your partners are in place. When you retain a restoration contractor partner meet with them to assure that they understand your disaster plan and what is expected from them. The restoration company can respond with materials to rebuild and restore the business much quicker than facing recovery without a plan. Visit your local fire department and make sure they understand unique features at your resort.
Creating the right insurance protection is a priority. Know your insurance coverage and how you are insured for when the unexpected happens. Inflation during the past 5 years has significantly increased property building values and the cost to replace damaged equipment. Review and update your amounts of insurance at least once a year.
About Gary R. Rimler
Gary R. Rimler is a thought leader across a wide range of insurance and risk management topics including alternative risk finance and captive insurance companies and insurance program design specializing in sports & fitness, food processing and outdoor recreation and hospitality.
Gary Rimler has over 40 years’ experience as a trusted advisor and insurance broker having worked for multinational and regional insurance brokers. During the past 10 years, he has focused to niche specialty insurance programs in emerging markets.
Gary graduated with a Bachelor’s Degree in Business Administration with a major in Insurance from St. John’s University School of Risk Management, Insurance and Actuarial Science. He earned a Masters in Business Administration from the University of Phoenix. Gary’s brings technology gained from his work for the megabrokers to help clients develop the best coverages and self-insurance programs. He is recognized for creative solutions in the Casualty and Property insurance world. He has designed many Workers’ Compensation, Commercial General and Product Liability, Excess Liability, Employment Practices Liability and Directors & Officers Liability and Cyber Insurance programs.
In the scheme of lodging industry product sectors, the outdoor hospitality sector is still in its infancy. Comparatively, young, but now well-established, sectors such as lifestyle, extended stay or select service have been around for decades. Brands in these sectors were created by individual entrepreneurs or small private companies, scaled to a certain size and then sold to large hotel companies to add to diverse multi-brand portfolios. These large hotel companies paid significant multiples for these brands knowing their ability to enhance the brand’s growth, inject new guests from their behemoth loyalty programs and apply operational efficiencies through economies of scale.
In the outdoor hospitality sector of the lodging industry, early movers such as Certares/Starwood (Getaway House), KSL (Under Canvas) and Whitman Peterson (AutoCamp) invested heavily in these young brands. Their vision was to bring deep pockets, development expertise and operational oversight to these growing companies. Meanwhile, some brands in the burgeoning sector are still boot-strapping and attempting to scale without a major investor partner. So, what is the current state of growth for outdoor hospitality brands and what does the future look like for the quest for the holy grail of scale?
To answer this question Horwath HTL is embarking on the inaugural survey to capture the journey of scaling within the outdoor hospitality sector. This article provides a sneak peek of the survey being conducted by Alec Carrier, consultant with Horwath HTL’s outdoor hospitality practice. The survey will examine the status of the brands’ scaling and set the benchmark for monitoring brand growth in the sector. While there are several sub-sectors of the outdoor hospitality genre of the lodging industry, this survey is focused on two sub-sectors that are currently scaling and would be targets in a potential era of consolidation. For the purpose of trend identification and comparison, these two categories are glamping and outdoor motel brands. The survey will not quantify the growth in ultra-luxury properties as they tend to be either one-off individual properties or add-ons to existing luxury resorts. Similarly, independent
lifestyle operators or “ILOs” are generally too small and disparate in nature for a consolidation play and not included in the statistical analysis of the survey. However, a high-level look at these two sub-sectors will provide an indication of the demand growth and general trends in the overall nature-based lodging or outdoor hospitality sector.
Glamping brands included in the survey have more than one property (or one under construction in the pipeline) generally offering 50-plus accommodation units in a wide variety of styles (e.g. safari-style tents, yurts, converted travel trailers, cabins, etc.). They tend to operate in an upper up-scale or 4-star price range. Their brand promises generally include locations near popular nature-based destinations, detached accommodation units, and clubhouses with reception, retail, communal work and lounge space. Some boast food & beverage operations and event space. These properties may be seasonally operated or open year-round.
Outdoor motels tend to be existing motel style properties (i.e. low-rise with external corridors) in nature-based destinations redecorated into adventure-inspired lodges typically of 50-plus guestrooms. They usually have a mid-market price range and cater to outdoor sports enthusiasts. They promote local outfitters and rent sports equipment on property. Food & beverage is
typically locally roasted coffee, limited meals or snacks and craft beers. These properties operate year-round.
While excellent glamping style properties and experiences have been a part of the outdoor hospitality market for decades, it was not until 2012 when founder Sarah Dusek began to scale her Under Canvas brand that the modern glamping sub-sector was truly established. Similarly, there have been outdoor themed motels throughout the Americas since the motel concept evolved across the interstate highway system. However, it was not until 2012 when founder Christian Strobel’s Basecamp Hotels in South Lake Tahoe started a new trend for updating these welllocated properties into modern outdoor motels.
In the wider lodging industry, a hotel brand’s growth is measured by Net Unit Growth or “NUG”. This measures the net annual growth of a company’s managed or franchised total accommodation units. These numbers for the big hotel companies tend to be in the tens of thousands of units annually. However, as the outdoor hospitality sector of the lodging industry is relatively insignificant in size comparatively, we focus on the brand’s actual annual property growth rate. To analyze brand expansion, we divide the total number of properties currently operating by the years since a brand’s first property opened.
For the glamping sub-sector, Getaway House tops the chart for the fastest property expansion, averaging 3.8 new properties yearly since 2016. Their minimal programming (no clubhouse or communal spaces), prefabricated cabins, and limited site criteria (two hours outside of major population centers vs only adjacent to national parks or major nature-based destinations) allows for comparably fast expansion. While Covid-19 provided a demand surge for glamping operations, the ensuing supply chain disruptions, government slowdowns and record high inflation has slowed the pace of growth for the other brands. In addition, challenges in obtaining entitlements for new glamping developments have hampered the growth of even the most well-funded brands. The result is a very low scale pace for all but the Getaway House brand.
OUTDOOR MOTEL BRANDS
GLAMPING BRANDS
Brand Began 2024
Source: Horwath HTL
“What is the current state of growth for outdoor hospitality brands and what does the future look like for the quest for the holy grail of scale?”
About Todd G. Wynne-Parry
Source: Horwath HTL
LOGE Camps is the standout of this sub-sector with 8 open properties in excellent locations, achieving a pace of 1.1 properties per year. This brand has strong financial backing and a repeatable development formula that enables efficient growth. Newcomer Trailborn, driven by Castle Peak Holdings, came out of the gate running by opening three properties since their 2023 Rocky Mountain debut. Their site selection echoes others with proximity to iconic outdoor destinations, while their design and F&B offerings tend to be elevated from the rest of the pack. Field Station is AutoCamp’s outdoor motel brand and is also currently growing faster than the flagship brand. Starwood Capital and AJ Capital Partners have joined to develop the Field & Stream brand with both conversion and new build properties. They have yet to open a property, but given their brand development pedigree (W Hotels, One Hotels, Graduate Hotels) we assume they will be included in future surveys.
When analyzing the pipeline for each of the listed brands, we refined our criteria only to include those projects that have published
completion dates. In essence, these properties are listed as “coming soon”. We observed seven established projects of the glamping brands listed, totaling an estimated key count between 300 and 400. Comparatively, the outdoor motels are carrying a pipeline of 14 projects, with key counts estimated between 600-800. LOGE Camps alone has nine projects scheduled to open within the next 18 months, putting them on track to double their total supply to the market in short order.
As can be seen, these two sub-sectors of outdoor hospitality are still very small in scale compared to brands in other more mature lodging industry sectors. However, in recent years several burgeoning brands from established sectors with less than 20 properties have been acquired by large hotel companies. Therefore, as the global lodging industry continues to see more and more interest in the outdoor hospitality sector, we still anticipate mergers and acquisitions to accelerate the growth in some of these young brands. Our future survey will aim to baseline the trends that could lead to such consolidation within this niche market.
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.
ENSURING LIABILITY PROTECTION:
THE ESSENTIAL ROLE OF SEPARATE ENTITIES AND THEIR ONGOING MAINTENANCE
Many business owners already recognize the importance of creating and maintaining a Limited Liability Company (LLC) or a corporation. In fact, some businesses might employ more than one when organizing their business structure. It’s not uncommon for outdoor hospitality owners to have two: one that owns the real estate, and one that owns the operating business.
Having an LLC or corporation protects you from personal liability. This is because as a separate legal entity it limits your personal liability and essentially pulls a veil over your personal assets. By using a separate legal entity, the LLC or corporation is responsible for their own debts and obligations. You can still lose the money you have invested in the company, but personal assets like your home, vehicles or personal bank accounts cannot be used to collect on business debts. Most importantly, your personal assets will be protected if an employee or even the business itself is sued. If it sounds too good to be true, it is — but only because it requires additional work to maintain the separation, or to keep the “veil” intact. Typically, a business is protected if it employs the use of a separate legal entity, but there are instances in which the court will “pierce the corporate veil” and hold the owners personally
liable for their company’s business debts. Unfortunately, closely held corporations and small LLCs, which are owned by one or two people are more likely to have their veils pierced.
When will courts pierce the corporate veil? More often than not, courts will pierce the corporate veil when there is no real separation between the company and its owners. If you are trying to avail yourself of the protections of using a separate entity, then it needs to be as separate as possible. The court will pierce the veil if it finds that the owners of the LLC or corporation are operating as if it doesn’t exist. For example, misusing the business checking account to pay personal bills, co-mingling funds in one account, giving “loans” without paperwork, allowing something or another business to use assets without a lease or other agreement. To be safe, that veil better be a wall that separates yourself and your personal assets from your companies’. In fact, the baseline test should be, if you wouldn’t do it with a company that wasn’t yours – don’t do it with a company that is!
Additionally, Courts will also look at whether the company engaged in fraudulent behaviors, whether the company was adequately capitalized (had enough funds to operate as a separate entity) and whether corporate formalities were maintained.
What can you do to protect yourself? First, follow corporate formalities. This means holding annual meetings of members if you are an LLC, or directors/shareholders if you are a corporation. Give proper notice to the members/shareholders/ directors before the meeting or get a waiver of notice. Keep minutes of those meetings and have copies of any resolutions for decisions that were made. Make sure that the entity has up-to-date governing documents, an Operating Agreement for LLCs or Bylaws for a Corporation, and that you are following the procedures you laid out in those agreements.
In addition to annual meetings, any large company business, such as the sale or purchase of real property, or a major refinancing should be done in a special meeting. Again, followed up with the minutes and a resolution. These documents should be kept in your corporate binder (which can be virtual), so that you can produce them as needed.
Second, don’t let your personal assets fraternize with your business assets. As a small business owner, it might seem easier to let your assets all play together, but they should not be friends! For example, if a business owner uses some of their business assets for personal use, such as writing a check to pay a personal bill, this is called “commingling of assets.” You should never use
the company account for personal use or deposit checks made out to the business in your personal account. If you do, this tells the court that the company is no longer separate but is instead your alter-ego.
Keep the bank accounts all separate, accurately record transactions in your checkbooks, don’t tell creditors that you will personally guarantee any company debts, make sure you capitalize the business enough that it could operate independently, and most importantly, make sure everyone, including your grandmother, knows that they are dealing with your business and not you personally, so put “LLC” or “Inc.” on all your business cards, letterhead and signage.
Realistically, it may not be feasible to never personally guarantee a contract, but you should make a practice of doing it as seldomly as possible. This can be accomplished by making sure your company documents all state the name of your LLC or corporation and that when you sign documents you sign them in your representative capacity. Further, don’t be afraid to call up a vendor after a couple years and ask them to tear up your personal guarantee, you’ve proved that
the business can pay, and they should no longer require it.
As a small business owner your LLC or corporation is as close to you as your family, but to protect your personal interests and keep the veil intact, treat your separate legal entity like that quirky relative you keep tabs on but prefer to keep
at a distance.
The Towne Law Firm is fully equipped with industry experience and legal expertise to help business owners navigate the complexities of business law and ensure compliance with state and federal regulations. Contact us today at info@townelaw.com
About Christine Taylor
Christine Taylor is a Partner at The Towne Law Firm, P.C. (headquartered in Albany, NY) who focuses her practice in the areas of Hospitality, Business, Labor and Employment, Real Estate Law, Estate Planning, and Litigation. Ms. Taylor grew up within the outdoor hospitality industry as her parents have owned three campgrounds, her experience within the industry gives her insight from both the legal and camping perspectives.
Ms. Taylor has spoken at various outdoor hospitality conferences including the Glamping Show USA, KOA, CONY, NCA, ARVC, PCOA, as well as the Mid-Atlantic conference. She additionally authors a column that appears in Woodall’s Campground Management
