Since 2014, glamping has been on a remarkable growth trajectory. In 2017, three in ten campers hadn’t even heard of the term, but fast forward to 2024, and 34% of new campers now identify as glampers. In addition, one-third of new campers said they tried glamping in 2023, and of those first-time glampers, 80% said they would continue camping or glamping1.
These numbers are impossible for outdoor operators to ignore. Guest expectations are changing fast. People want to experience nature but still have the comforts of home: a proper bed, real linen, and even a working kitchen — all without the hassle of towing caravans or pitching tents in the rain. It’s no longer enough to sell a pitch; today’s travellers are looking for a break that blends adventure with comfort.
Traditional camping operators have a real opportunity here. Glamping opens the door to a broader market, including families and couples who would usually book a hotel or Airbnb, and may never have considered a campsite. It allows parks and landowners to make better use of space, especially ‘dead’ areas unsuitable for caravans or farming. Plus, the revenue potential is significant. Glamping units command higher nightly rates and offer strong upselling opportunities.
However, making the shift to glamping isn’t just a matter of putting up a few fancy tents. It’s a very different operational model that requires planning, investment and most importantly, the right technology.
Running a successful glamping operation means moving beyond the basics of traditional campsite management. A strong PMS is essential, not just to handle bookings but to integrate channel managers that connect with glamping-specific platforms. Operators need direct booking engines that allow guests to customise their stay with add-ons, as well as housekeeping and maintenance tools to manage linen changes, restocking, and cleaning.
Significantly, the tech stack needed for glamping differs from traditional camping. Glamping units are fixed and operate more like hotel rooms, so they fit well within standard PMS models. By contrast, traditional camping requires more flexible systems that can manage variable pitch sizes, depending on whether guests bring a two-person tent or an eight-person tent. Booking engines and property management tools must distinguish between fixed glamping units and flexible camping pitches to optimise space and successfully maximise revenue.
Automation becomes key to staying efficient when operating glamping businesses. Systems that handle pre-arrival communications, payment processing, and post-departure messaging reduce the need for extra staff while still maintaining a high level of service. For sites that offer on-site extras like bike rentals or coffee shops, point-of-sale (POS) systems are critical too.
Event ticketing or partnership features can also be beneficial. For example, some National Trust sites in the UK now bundle glamping stays with tickets to visit historic estates, offering a seamless experience for guests and an additional revenue stream for operators. Integrating these options into the booking journey can significantly enhance guest satisfaction and boost ancillary income.
Unlike traditional tent camping, where guests bring everything themselves, glamping guests expect a hotel-like experience. That means robust, digital guest portals where they can manage bookings, check in, and even request services without needing to track down a staff member. Self-service technology not only improves the guest experience but also reduces operational strain, especially for smaller teams.
Glamping can significantly boost profitability as operators can charge more per night for glamping units than for traditional tent pitches. In addition, glamping guests are more likely to indulge in extras to make the experience feel special, luxurious and out of the ordinary. Add-ons like champagne or breakfast hampers offer high-margin upsell opportunities — a £40 breakfast basket, for example, might only cost £10 to provide. This desire for curated, memorable moments drives higher spending and increases overall revenue per stay. And because glamping appeals to a broader audience, it helps fill availability gaps, such as short weekend breaks, that might otherwise go unbooked.
For traditional camping operators considering entering the glamping space, starting small and planning carefully is key. Glamping is a different business model, with more operational complexity and higher guest expectations. Do some due diligence, understand the staffing and technology requirements. Start with one or two units, build your processes, and scale gradually based on demand.
