5 minute read
Shifting Desires, Steady Advantage: Glamping is Aligned with the Traveller of Tomorrow
By Annie Hilton, Editor, International Glamping Business
Glamping operators find themselves at the crux of a transformative moment in travel. New research from Booking.com and Savills suggests a shift that blends macroeconomic challenges with a profound reorientation of consumer priorities—towards nature, wellness, and immersive experiences.
According to Booking.com's 'Travel Predictions 2025', based on a survey of over 27,000 travellers across 33 countries, people are rejecting generic, cookie-cutter holidays in favour of journeys that align with personal values such as sustainability, emotional well-being, and authenticity. Glamping, with its unique ability to combine comfort and nature, is increasingly poised to answer that call – especially when the stars come out.
A Night for the Senses
Among the most compelling trends identified is the rise of “noctourism”—a desire to engage with nature after dark. More than 62% of global travellers say they’re planning trips specifically to dark-sky destinations. Activities like starbathing (72%), guided stargazing (59%), constellation tracking (57%), and attending rare celestial events are gaining traction.
This night-focused trend is a unique opportunity for glamping businesses to shine—quite literally. Resorts and sites that curate nighttime experiences, such as telescope-equipped decks, evening yoga under the stars, or astronomical storytelling, can offer high-value experiences without necessarily investing in high-cost infrastructure.
It’s already happening. In Brazil, Zion Bubble Glamping offers transparent dome suites in the lush Araucária Forest, allowing guests to fall asleep under a blanket of stars—an experience that sells itself on social media. In Europe, destinations like Tromsø, Norway, have seen a spike in searches tied to the Northern Lights, with airlines expanding routes to meet demand.
A Market in Motion
The emotional and aesthetic appeal of noctourism comes at a time when operators are recalibrating for a more value-conscious traveller.
According to Savills' ‘Tourism, leisure and events: Market in Minutes’ insights, while the holiday accommodation sector showed signs of recovery post-2023, particularly in terms of occupancy and bookings, economic headwinds remain. Rising living costs and inconsistent weather in core UK markets like Cornwall and Devon have dampened confidence. In fact, these once-premium destinations saw lower occupancy rates than in previous years, as some consumers began to question the premium pricing.
Yet, amid the uncertainty, demand for distinctive and high-quality accommodation continues to rise.
“High-quality cabin and treehouse accommodation is still achieving high occupancy,” Savills reports, especially when tied to experience, wellness, and sustainability. Millennials and Gen Z – now a dominant market force – are especially drawn to these offerings, emphasising the need for operators to focus not only on where people stay, but how they stay.
Canopy & Stars, for instance, recorded an 850% increase in shepherd huts offered in 2024 alone, responding to a surge in demand for affordable, compact, yet experience-rich accommodation. Meanwhile, traffic to websites featuring "unusual places to stay" surged by 242%, underlining the appetite for uniqueness and novelty.
Six Consumer Shifts Glamping Operators Should Embrace
The alignment between Booking.com’s forecasts and Savills' market observations paints a roadmap for forward-thinking operators.
Off-the-Beaten-Path AuthenticityTravellers are increasingly avoiding crowded tourist hubs in favour of lesser-known locales that promise a sense of discovery. For glamping providers, remote mountain retreats, forest clearings, and tucked-away coastal sites can meet this desire head-on, offering seclusion without sacrificing comfort.
Sustainability as StandardEco-credentials are no longer a bonus – they're expected. Composting toilets, solar panels, and low-impact construction techniques help operators stand out in an increasingly eco-conscious market. Booking.com found that travellers actively seek accommodation aligned with their values, and glamping already has a head start here.
Wellness & Adventure
Gone are the days when wellness meant spa robes and cucumber water. Today’s travellers want experiences that restore body and spirit – think cold plunges, forest bathing, or silent sunrise hikes. These can be low-cost additions with high guest impact.
Nature by NightThe rise of noctourism places a premium on stargazing platforms, astronomy programming, and dark-sky compliant lighting. It also allows sites to stand out without needing major upgrades, simply by reimagining how guests spend their evenings.
Family-Friendly FormatsMore travellers are booking with extended families, and glamping lends itself beautifully to intergenerational stays. Activities like storytelling around the fire, DIY nature crafts, or educational wildlife walks create bonding opportunities and broaden appeal.
Diversity, Equity & InclusionGlamping spaces that welcome all travellers through inclusive design, cultural sensitivity, and accessibility will future proof their businesses. This includes everything from wheelchair-accessible tents to dietary-aware dining and culturally relevant experiences.
Booking Trends and Flexibility
Savills notes that guests are booking later and opting for shorter stays – behaviour driven by financial caution and scheduling complexity. While that poses a challenge for long-term planning, it also opens the door for adaptive pricing strategies. Options like “book now, pay later” and early booking incentives can help fill gaps in the calendar.
Moreover, the emphasis on quality over quantity continues. Travellers are willing to pay for premium experiences, but they expect polish: crisp linens, thoughtful design, and seamless service are more important than ever. This is where glamping (when done right) has an edge over traditional camping or impersonal hotel stays.
A Starry Horizon
Both Booking.com and Savills point towards a common truth: travellers want meaning.
Glamping operators who embrace this emotional economy – who go beyond the basics to deliver experience-first, value-driven stays – are not just reacting to a trend. They’re helping define the future of travel. And from the looks of it, that future is looking up.
