2023 Glamping Insights: What we know so far
As we approach the end of our first quarter, we’ve highlighted a few trends worth noting for the year ahead.
Location is the primary driver for destination choice
Perhaps this comes as no surprise, but location is overwhelmingly the main driver for holiday destination choice, with 84% of our customers saying this is why they chose to stay at a particular site. It’s too soon to say if this will be true for the whole year of course. It’s worth noting though that at the end of last year, only 41% of our survey respondents gave location as their main reason for booking with a site. Nevertheless, this data does point to location being more important for guests this year than it has been.
What does this mean?
For existing sites, this means your search engine optimisation is even more important than ever. Make sure that your site is listed on booking channels where people looking for accommodation in your area can find you.
For those currently investigating land options for your glamping business; being in areas where people like to take holidays is perhaps more important than it has been.
Guests are looking for Value
56% of our guests so far this year say they chose their location because it was good value for money. This marks an increase from 41% of guests last year who said price was the most important factor when it came to choosing holiday destinations.
This comes as no surprise of course given the lingering high inflation we are experiencing and the rather gloomy economic outlook. Holiday makers are feeling the crunch on their budgets and price is key.
What does this mean?
As always, getting the right price for holiday rental units is key to having a thriving business. Within our own network, we’ve seen that discount marketing strategies have been very effective since January. Doing special offers and shouting about it through your marketing channels can have a dramatic effect on booking numbers and revenue.
People like Hot Tubs
Hot tubs appear to be more popular than ever with 46% of our guests listing this as the main reason they chose their holiday destination. Admittedly, our question was a little different last year when less than 1% listed hot tubs as a reason for destination choice. Nevertheless, we can say with confidence that hot tubs are increasingly important for guests.
What does this mean?
This one doesn't take much interpretation - get some hot tubs on your site if you can! Cabins with hot tubs tend to get booked first and can make a big difference to occupancy figures. This combined with the additional rental value means hot tubs can make a big difference to your bottom line.
Overall, there is great demand for UK holidays outdoors right now and this looks set to continue. As long as we keep our attention on what customers are looking for, we can rest assured that there will always be a demand for great holidays in the great outdoors.
Useful resources
Follow the link for glamping market insights.
Want to learn more about marketing your glamping business? Get in touch today.
Learn More about Wigwam
The Wigwam brand consists of two separate but overlapping businesses - Wigwam Cabins and Wigwam Holidays.
Wigwam Holidays operates a franchise, booking system and website. It is one of the top glamping businesses in the UK, consists of over 80 UK locations and welcomed over 100k guests last year. Wigwam Holidays offers a tried and tested franchise model to its franchisees, and great holidays in the great outdoors to its guests.
Wigwam Cabins is a manufacturer of high quality wooden cabins. It’s the business that invented the ‘glamping pod’ over 30 years ago. Today, from its workshop in Perth, Wigwam Cabins focuses on building a range of glamping pods and timber lodges. You do not need to be a part of Wigwam Holidays to buy products from Wigwam Cabins.
Get in touch with us
If you would like any more information from us, please fill in the form below and we will get back to you within two working days or check out our full 2023 glamping market insights report here.
