5 minute read
Glamping Insights from the Dutch Market
The term glamping—a fusion of “glamorous” and “camping”— was coined over a decade ago, revolutionizing outdoor hospitality. What began as luxury safari tents with private amenities like bathtubs has evolved into a broader concept, encompassing unique accommodations, nature immersion, and curated guest experiences. However, the Dutch glamping market now faces new challenges.
Richard Otten, Founder of Glampingexpert. nl, has been at the forefront of this transformation. As a consultant, advisor and speaker, Otten works closely with entrepreneurs to shape innovative glamping concepts. “We’re at the peak of the curve,” he explains. “The market is saturated with options, and it’s time to rethink what glamping truly means. It’s no longer just about accommodations; it’s about creating an unforgettable experience.”
The Dutch Glamping Landscape
The Netherlands has been a leader in the European glamping movement, with trailblazing companies like Outstanding, YALA, and Campsolutions setting high standards for luxury safari tents. These established players focus on durability, comfort, and design, maintaining their position as staples of the industry. De Waard’s Big Oak tent and other models introduce a sense of craftsmanship and tradition, appealing to travelers seeking authenticity.
Meanwhile, new players bring fresh ideas to the table. Tent2’s Dune Tent combines contemporary aesthetics with functionality, while tiny houses by Tiny House World and off-grid accommodations from Home of Hus reflect a growing consumer demand for sustainability and individuality.
The Peak of Popularity
Otten notes that while safari tents and similar accommodations remain popular, they no longer provide the competitive edge they once did. “The safari tent was groundbreaking a decade ago, but today, it’s everywhere,” he says. “Consumers have an abundance of choices, and what stood out before is now standard. Operators need to find new ways to differentiate themselves.”
This trend mirrors the lifecycle of bungalow tents in the 1990s, which began as a luxurious option but became the norm over time. To stay ahead, glamping businesses must shift their focus to creating holistic, compelling guest experiences.
Concept is King
“Placing a luxurious tent or lodge on your property isn’t enough anymore,” Otten emphasizes. “The magic lies in the overall concept—how you integrate accommodations, environment, and guest services into a seamless experience that resonates with your audience.
Pioneering Examples:
Vakantiepark De Leistert in Limburg is a prime example of integrating glamping into a broader holiday concept. Their Superior-Glamping Tents, elevated and fully insulated for year-round use, showcase innovation. While the park doesn’t provide additional services like breakfast delivery, its extensive amenities and family-oriented focus offer a complete package for “pleasure-seekers.”
Papillon Country Resort in Denekamp offers an exceptional example of experiential design and an example of a Glamping Village. Owned by Italian/Dutch entrepreneurs, this resort has created a slice of Tuscany in the Dutch countryside. With Mediterranean-style landscaping, regional gastronomy, and cultural touches, the resort transports guests to a Southern European ambiance while maintaining the comfort of Dutch hospitality.
Key Trends in Dutch Glamping
Sustainability: Accommodations like Home of Hus’ off-grid models are leading the way in eco-conscious glamping. Incorporating sustainable materials and energy solutions appeals to guests who prioritize green values.
Year-Round Appeal: Outstanding’s All Season Tent has become a favorite among operators aiming to extend their rental periods. Designed for comfort in both summer and winter, it enables glamping businesses to cater to guests throughout the year.
Experiential Design: Resorts like Papillon Country Resort demonstrate the importance of creating unique, immersive experiences. By combining thematic design with authentic cultural and culinary elements, operators can distinguish themselves in a crowded market.
A Platform for Inspiration
To foster collaboration and innovation, Glampingexpert.nl will host the Glamping Inspiration Tour on 24 & 25 March. This two-day event will take participants to 12 cutting-edge glamping locations across the country, offering insights into the latest trends, accommodations, and operational strategies. “Such initiatives are crucial for sharing knowledge and inspiring the industry to push boundaries,” Otten says.
Overcoming Challenges
While demand for glamping remains robust, operators must navigate an increasingly competitive landscape. Otten believes success lies in crafting memorable experiences that go beyond the physical accommodations. “Straight rows of tents or chalets won’t suffice anymore,” he explains. “Green spaces, thoughtful dining options, and curated activities are what elevate a glamping destination and create lasting impressions.”
The Future of Dutch Glamping
With its rich tradition of innovation, the Dutch glamping industry is poised to lead the next wave of development. From experimenting with new accommodation designs to offering unique, thematic stays, the opportunities for growth and differentiation are vast.
“The future of glamping isn’t just about luxury,” Otten concludes. “It’s about storytelling—creating experiences that guests will remember, cherish, and share. That’s where the real value lies.”
As the industry evolves, the Netherlands remains a global hub for creativity and excellence in glamping. With events like the Glamping Inspiration Tour and the continued efforts of experts like Richard Otten, the next chapter of glamping promises to be even more exciting and transformative.
