Open Air Business January 2017

of the Wigwams, suggesting that
they each put forward £100 per
Wigwam to enable me to produce
a leaflet and build a website. As a
result Wigwam Holidays was born.
We are now the largest glamping
holiday provider in the UK, with
80 sites and over 500 Wigwams in
commercial use.
How does the Wigwam Holidays
business model work?
Wigwam Holidays operates under
a franchise business model. We
ask for a minimum purchase of six
Wigwams, a one off franchise fee
and a percentage commission on
holiday bookings made. In return,
franchisees benefit from our
already successful and established
brand, glamping expertise,
assistance with planning and
funding, induction training and
first class marketing support. In
addition, we design and launch
their website with an integrated
online booking system to ensure
each business is fully equipped
with the tools and knowledge to
help make it a success.
Furthermore, franchisees are
buying the right to develop their
business in a defined geographical
area, with a guarantee from us
that there will not be another
Wigwam Holidays site within a
defined geographical radius.
What do Wigwam Holidays look
for in a franchisee?
We look for a number of factors
in a potential franchisee. First
and foremost, they should be
somebody that embodies our
core values. We are looking for
those that are committed to our
brand purpose of providing ‘Great
holidays in the great outdoors’.
Location is also very important as
we intend to cover all areas of the
UK to ensure that everyone has
cost-effective and easy access to
the countryside.
What is the appeal of becoming a
Wigwam Holidays franchisee?
Launching the franchise business
model was intended to create
profitable, sustainable business
partnerships promoting a fast
track to lead the glamping
phenomenon. Through a
comprehensive franchise support
package, the model represents a
win-win relationship. Franchisees
benefit from having the backing of
the market leader in the glamping
industry and support from an
energetic, dedicated and talented
team in business planning and
marketing to ensure their business
is a success.
What is the appeal of a Wigwam
Holiday for an end user?
Quite simply, they get access to the
countryside; the back to nature,
great outdoors experience that
“QUITE SIMPLY,
THEY GET
ACCESS TO THE
COUNTRYSIDE;
THE BACK TO
NATURE, GREAT
OUTDOORS
EXPERIENCE
THAT IS OFTEN
HARD TO FIND
THESE DAYS”
is often hard to find these days.
We do not rely on commercial
outlets, swimming pools and
noisy activity but instead feature
true back to nature experiences;
campfires under the stars, toasting
marshmallows and quality time
with family and friends.
What has your impact been on
the pod and glamping market?
We are the original innovator of
the camping pod concept. The
first Wigwam was developed in
1994, some 15 years before The
Guardian newspaper coined the
phrase ‘glamping’! The Wigwam
was the first pod to the market by
a decade, which has also given us
time to consider what customers
desire and what really works.
What are your plans for the
future?
To take our concept to all areas of
the UK and to fulfil our purpose;
to provide ‘Great holidays in
the great outdoors.’ Following a
recent successful LEADER funding
award, we are launching a new
site in Glenlivet in the Cairngorms
National Park, the first to be
owned and managed by Wigwam
Holidays. We are also looking
to explore the European market
and the possibility of taking
the Wigwam concept into the
international glamping arena.
WWW.OPENAIRBUSINESS.COM 45