Last week, we – Julian Goote and Sjoerd van Aalst representing CampPlus – visited The Glamping Show in Stoneleigh, England. It was a valuable visit, providing us with inspiration on trends and innovations in the British glamping market. We also explored the opportunities this presents for the Dutch recreation sector.
Trends and developments: from staycation to Instagrammable experience
One of the most striking trends remains the popularity of the staycation. Since the coronavirus pandemic, many Britons have chosen to holiday in their own country, which has led to a strong growth in holiday parks. Small-scale glamping sites are particularly popular.
At the show, we saw an abundance of pods: compact accommodations with all the basic amenities. Yurts were also particularly popular. These round tent structures are used throughout the season in the UK and offer guests a unique experience.
The use of wheels under accommodations also attracted attention. Due to strict regulations in England, the use of mobile accommodations significantly accelerates permitting procedures, a practical solution that could also offer opportunities in the Netherlands.
In addition, experience plays an increasingly important role. Instagrammable accommodations are seen as a strong differentiator during the initial orientation phase. They get guests in the holiday mood even before booking.
Business models: more than just rental price
Unique accommodations not only enable higher rental prices, they also offer opportunities for clever upselling. One of the most logical—and relevant for CampPlus—additions is private sanitary facilities. Especially for accommodations where this is not standard, such as yurts, private sanitary facilities provide extra comfort, a higher booking price, and a longer rental period.
We also saw plenty of opportunities for additional income, such as:
- Meal packages or food boxes
- Wellness amenities such as hot tubs, from wood-fired to electric, and even creative versions made from feeding troughs, were available. This is clearly an experience element with which parks want to continue to distinguish themselves.
Conclusion: British inspiration, Dutch opportunities
The English market shows that glamping is still developing, with a strong focus on:
- Unique and portable accommodations
- Visual appeal (instagrammable)
- Experience and comfort as distinguishing factors
There are plenty of opportunities for Dutch entrepreneurs to strengthen their offerings and expand their revenue model with private sanitary facilities, creative experience elements, and smart upsells.
More information: www.theglampingshow.com
With thanks to (author of this article):
Julian Goote, Marketer at CampPlus
CampPlus specializes in private sanitary accommodations at campsites. Campsites are steadily expanding their offerings of glamping and comfort pitches. CampPlus's specialists identify the trends behind this development and contribute ideas to revenue models.
Do you have questions about our trip or would you like to know more about the opportunities we see? Send an email to julian@campplus.nl