After releasing a number of articles throughout the past year we wanted to take a step back and take stock of glamping as a whole.
While researching, we found the the study Glamping: A review which offers the first comprehensive analysis of glamping within academic literature. This study underscores glamping's evolution from a niche trend to a significant player in sustainable tourism and luxury outdoor experiences.
We'll summarize the study for you and – more importantly – start the discussion on the future of glamping.
Background: What Is Glamping?
According to the article, glamping is a fusion of "glamorous" and "camping," combining the allure of nature with upscale amenities. Unlike traditional camping, glamping provides comfort and luxury—think plush bedding, climate control, and even Wi-Fi—set amidst natural landscapes. This blend appeals to travelers seeking immersive outdoor experiences without sacrificing modern conveniences.
While this may seem obvious to most of our readers, a unified definition of glamping is a very recent development in the english language. Other languages – and therefore other markets – do not all have a glamping term. This can lead to confusion where the lines of what is and isn't glamping can be blurred. For example in China, glamping is more associated with an incorporation of technology into traditional camping. However in North America, most would consider any site where one has to pitch their own tent as regular camping – no matter how many fairy lights, battery packs and high tech cookware are brought. This would be something to keep in mind when marketing glamping accommodation or products to those in different parts of the world.
Key Findings from the Study
- Academic Recognition: Glamping is now acknowledged as a distinct sector within tourism studies, reflecting its growing importance in the hospitality industry.
- Sustainability Focus: The study highlights glamping's potential to promote eco-friendly tourism. Many glamping sites prioritize sustainable practices, such as using renewable energy sources and minimizing environmental footprints.
- Market Expansion: Glamping attracts a diverse demographic, from luxury travelers to eco-conscious tourists, indicating a broad market appeal and opportunities for growth.
The Future of Glamping
Now that glamping is an established tourism option, there may still be peaks and valleys year to year in popularity but glamping as a whole is here to stay. For glamping operators looking to the future, the goal is to maximize the peaks and mitigate any valleys regarding cyclical popularity.
The Future of Glamping is Young
Glamping: A review found that glamping is showing the highest participatory growth in young and diverse people. Within that group, couples accounted for the majority share.
Glamping topics to explore in the future
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Clear Definitions Needed: A universal definition is foundational for communication to avoid confusion when engaging with markets around the world.
- With this, regulatory/government bodies can make categories for glamping specifically
- Many involved in glamping currently have to use the "other" category when completing bureaucratic paperwork
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Theory-Based Studies: Future studies should move beyond exploratory research and adopt structured, hypothesis-driven models to deepen understanding.
- This way, ideas can be tested for success.
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Focus on Operators: More research should assess glamping operator performance, including business models, guest behaviour, and ROI.
- Currently most, research is focused on assessing guests and their experiences
- While it may be harder to get data from private glamping operators this aspect is still the most important area of research
- Currently most, research is focused on assessing guests and their experiences
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Social Media Influence: Online word-of-mouth is a major growth driver, as travelers seek “Instagrammable” experiences to boost their social media capital.
- Future efforts should be put into understanding social media trends and where successes and failures lie regarding glamping
Implications for Northern Glamping
For Northern Glamping, these insights reinforce the value of offering luxurious yet sustainable outdoor accommodations. By aligning with the identified trends—such as emphasizing eco-friendly practices and catering to a diverse clientele—Northern Glamping can position itself at the forefront of the glamping movement.
Reference: https://www.sciencedirect.com/science/article/pii/S2213078025000040
