Little Black Book 2024

GLAMPING
Hansel Cabin
Data shows that places
with character and flair not
only attract more guests but also
generate higher revenues
and occupancy rates
appetite for nature-focused escapes. Despite new
short-term let regulations in the UK, the industry
anticipates positive impacts, weeding out weaker
offerings and enhancing quality.
Moss Dome Cabin
a rise, and booking trends show guests are either
looking for a stand-out stay and are willing to pay
premium rates for it, or a more ‘budget’ option
that still provides connection to nature. It’s not
important which category a place sits in, only that
it provides the best experience possible within the
one it chooses.
Quality, growth areas and the impact
of regulations
The glamping industry is shifting toward quality
over quantity, with a broader geographical
spread. While the south has been the heartland,
other regions, particularly Ireland and northern
England, are catching up, driven by a growing
Building for character and comfort
In 2024, the key to success lies in breaking the
mould and prioritising character and comfort.
While the post-Covid rush led to a surge in
available listings, going forward the focus should
be on quality over quantity. Data shows that
places with character and flair not only attract
more guests but also generate higher revenues
and occupancy rates. With a growing preference
for permanent, year-round structures (cabins and
treehouses still lead), imaginative and bespoke
designs are crucial for success.
Nature becomes wellness
Wellness has become a major driver in travel,
making a seamless connection with glamping.
In 2023, it is the top travel motivator for 38% of
British adults, according to YouGov. With the
wellness tourism sector expected to grow by
nearly a quarter by 2025, the relationship between
wellness and travel is gaining strength. Meeting
wellness demands involves not just facilities, like
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