Who goes glamping in the UK?
The answer to this commonly asked question is both very simple and kind of complicated all in one.
The answer is everyone.
Granted, not every single person would choose to go glamping – but people across all age groups, occupations, lifestyles and walks of life book glamping accommodation. And so we must turn it around and instead ask the real question:
Who do you want to stay at your glamping site?
It is up to the owner of a site to determine the target market they are aiming to appeal to and the types of guest they would like to attract.
Through our work around the UK and beyond, we have seen sites cater to every possible desire. While the two main markets are romantic couples’ escapes and family breaks, we have also worked with equestrian centres; yoga and wellbeing retreats; outdoor adventure and activity trips; relaxed group holidays; and everything in between.
In terms of how to reach your target market and what will make your site stand out to potential guests, there are several things that are important to consider throughout the concept, design, planning and marketing of your project.
What's The First Thing To Consider When Targeting a Specific Sector of the Glamping Market?
Unit type is the first key to unlocking the desired market and can make all the difference to who chooses to stay at your site.
For example - to couples, high spec shepherd huts or pods that offer a cosy and intimate retreat for two, with a well-finished en-suite and dedicated sleeping area will appeal. In balance, shepherd huts that feature bench seating which converts into a bed, or units that use separate/communal toilet and shower facilities can be off-putting, as these add an extra level of hassle which diminishes the relaxing and luxurious feel of the accommodation.
For families, larger pods that can comfortably sleep 4-6, for example those with integrated bunk beds or separate bedrooms, and again that feature a well finished en-suite will stand out. The ability these units offer to have some separation so that young children can be sleeping while older guests can still be enjoying the living space is a highlight, while the provision of an en-suite removes the need to take children out of the unit in potentially bad weather and at all hours, which would be impractical and unappealing to most parents.
For both of the couples and the families market choosing units that feature a well-equipped kitchen area allowing guests to enjoy the perks of self-catering will help to appeal to the desired customers.
For more guidance on choosing which units are best for your site and your desired type of guests
The next piece of the jigsaw is to ensure that your
Yes! Guests from any sector of the tourist market are looking for something that catches their eye.
This is where USPs come in to play! Unique selling points (USPs) allow you to truly set yourself apart from the crowd. They can constitute everything from little touches such as providing toiletries, samples of local produce or offering travel cots and high chairs if requested, to more extravagant additions such as private hot tubs, a children’s play area, or an on-site sauna pod.
Looking at what other sites in the area offer in terms of USPs can help to identify what is missing locally and what may be essential to compete with other sites. This is just one of the many things our
The
While most sites are aimed at a specific group, alternatively you could choose to keep your options open, so to speak, and have a broader ranging appeal.
For example, our own
We offer high-spec, modern pods, featuring en-suite shower rooms, well-equipped kitchen facilities, and dedicated sleeping areas with comfortable double beds. Our pods also feature a sofa bed in the living area, allowing the flexibility for up to 4 guests to stay, without the units feeling too big for just two guests to book.
The exception to this is the Honeymoon Pod, which sleeps 2 and offers a slightly elevated level of accommodation for couples looking for something even more special. Our sites offer privacy, while also providing communal space for guests to enjoy. Our Brora site also features a Sauna Pod – a USP and a true highlight to those that stay. We find our two main customer bases are the two main markets discussed – couples and families – but our locations on the North Coast 500 route allow for us to also appeal to car enthusiasts and cyclists on their NC500 journey as well as many others wanting to explore the Scottish Highlands.
The key to success here is to know what you want and to take conscious steps to achieve this throughout the process of