n r e d Mo co Mexi
ISSUE 16, DECEMBER 2023
THE GLAMPING SHOW AMERICAS REPORT TODD WYNNE-PARRY
ON FOSTERING COMMUNITY
OLYMPIC WILDERNESS
CAIRN CONSULTING GLAMPING RESEARCH PART ONE
THE OFFICIAL PUBLICATION OF THE AMERICAN GLAMPING ASSOCIATION
Glamping Business Americas is published by The Glamping Show USA and Upgrade Publishing Address: 1129 Maricopa Hwy B150 Ojai, CA 93023 USA Publishers: Upgrade Publishing Steph Curtis-Raleigh e: steph@upgradepublishing.com Reporter/social media: Annie Hilton e: media@upgradepublishing.com Advertising sales: David Korse t: 1-805-258-2836 e: david@glampingshow.us Design: Melissa Douglass i for detail www.ifdetail.com www.glampingbusinessamericas.com Instagram @thisisglamping Facebook @thisisglamping Events: Glamping Show Americas w: www.glampingshow.us e: david@glampingshow.us
Welcome
W
elcome to the fifth and final issue of 2023. Thank you to everyone who has helped to make the magazine such a success this year. And a huge thanks to all those who came and joined us at The Glamping Show Americas in October. We are thrilled with the response to the expo, conference program and the magazine and look forward to sharing even more with you in 2024. In this issue we bring you the first part of the exclusive research carried out by Cairn Consulting on our behalf about the size and scope of the glamping sector in the Americas. We hope you will find it informative as well as a useful benchmark for your own business. There will be more findings from the report published in future issues.
As we near the end of the year, it just remains for me to wish you all peaceful and happy holidays and the very best for 2024.
David Korse Director
The Glamping Show UK w: www.theglampingshow.com e: dan.w@swanevents.co.uk © Upgrade Publishing Ltd. Glamping Business Americas is published five times a year. No reproduction of any part of the magazine is permitted, nor storage in a retrieval system without prior consent of the publisher. No commercial exploitation is permitted. No warranty is implied in respect of any product or trader mentioned herewith. Prizes offered in competitions might be substituted with ones of similar value.
CONTENTS 05
Industry news and products
11
Letter from Ruben Martinez -
33
AGA co-founder 13
Viatura: How glamping is the key to
33
even stronger
modern Mexican hospitality
Subscribe for free at
www.glampingbusinessamericas.com
19
Welcoming people with disabilities
23
Fostering community
29
Mitten getaways update
Glamping Show Americas grows
42
For fun and for free making customer service a business differentiator
45
Cairn Consulting Group conducts our first State of the Industry report
Cover: Viatura Omūn San Miguel de Allende g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 0 3
NEWS & PRODUCTS
Story from moderncampground.com
KOA REPORT UNVEILS RISING POPULARITY IN HOLIDAY CAMPING AND WINTER TRAVEL TRENDS The latest Kampgrounds of America (KOA) Monthly Research Report has brought to light a significant shift in holiday travel preferences, with camping emerging as a primary choice for many during key holiday seasons. This trend, as outlined in the report, underscores a growing inclination towards outdoor experiences during Thanksgiving, Hanukkah, and Christmas. The report, a part of KOA’s continuous research into outdoor hospitality trends, reveals an exceptionally high enthusiasm for holiday travel among campers. Notably, 90% of campers are planning trips during Thanksgiving and Christmas, a stark contrast to just over 60% of non-campers. Thanksgiving has been identified as the holiday with the highest camping participation, with 45% of travelers planning to camp. Following closely is Hanukkah, with 36% of travelers expressing their intention to engage in camping activities. These figures represent a significant shift in how holidays are being spent, moving away from conventional indoor gatherings to more outdoor, nature-centric celebrations. Whitney Scott, senior vice president of strategy at KOA, commented on the trend, highlighting the growing appeal of camping during the holiday season. Scott’s statement, “We’re witnessing a remarkable surge in interest for camping during the holiday season,” reflects the changing dynamics in holiday travel preferences. She emphasized that outdoor experiences like camping are becoming integral to holiday traditions, offering tranquility and a unique way for families and individuals to connect with nature. The report also sheds light on the winter camping trend, which is witnessing a substantial rise. Thirty-six percent of campers have indicated a definite plan to camp this winter, marking a 19% increase from the previous year. Over 60% of campers are likely to engage in winter camping, with 60% of these being first-time winter campers. Scott’s insights into the winter camping trend are particularly noteworthy for the outdoor hospitality industry. She views the increasing interest in winter camping as a golden opportunity for the sector to expand and innovate, catering to a new market segment and extending their services beyond traditional seasons. For campground and outdoor hospitality operators, these trends present a unique opportunity to adapt and grow. The increasing
HEKIPIA OPENS ITS FIRST FACTORY IN THE USA
popularity of camping during holidays and winter months suggests a need for enhanced facilities and services that cater to cold-weather camping and holiday-specific activities. This could include the provision of heated cabins, winter recreational activities, and special holiday-themed events. Moreover, the report’s findings indicate a broader shift in consumer preferences towards outdoor and nature-based experiences. Campground operators can capitalize on this trend by offering unique and immersive nature experiences, aligning with the growing demand for outdoor recreation. The KOA report’s insights are not just a reflection of changing consumer behaviors but also a roadmap for the campground and outdoor hospitality industry. By understanding these trends, operators can strategically plan and innovate, ensuring they meet the evolving needs of their customers. KOA’s Monthly Research Report for November 2023 highlights a pivotal shift in holiday and winter travel trends, with camping taking center stage. This shift is not only reshaping how individuals and families plan their holidays but also opening new avenues for growth and innovation in the campground and outdoor hospitality industry. As the landscape of travel and recreation continues to evolve, KOA stands at the forefront, offering valuable insights and opportunities for industry stakeholders. Read the full report at koapressroom.com.
Hekipia, a French company specializing in tiny houses since 1987, opens its first factory in the USA. Hekipia is a French company based in the Lyon region that has specialized in the design and manufacture of tiny houses since 1987. Over its rich history, the company has installed over 27,000 accommodation units in Europe and become a leader in this market. Noting the development of the glamping and tiny house market in the United States, Hekipa decided to offer its products to the American market and opened a factory in Allentown, Pennsylvania last April to manufacture its products directly in the USA. Its first “designed in France and made in USA” accommodation, the Roulotte, was presented on October 3 and 4 at the Glamping Show Americas in Denver, Colorado and was very well received. Visitors appreciated the innovative design, space optimization (the Roulotte sleeps 4), design quality and the fact that everything is included at a reasonable price, even the furniture. Not to mention a certain “French touch”! The Roulotte complies with ANSI 119.5 standards and, being mounted on a wheel frame with a VIN number, is considered a park model RV. Find out more at america.hekipia.com.
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NEWS & PRODUCTS BUSHTEC SAFARI USA AND SIX FLAGS ANNOUNCE STRATEGIC PARTNERSHIP FOR INNOVATIVE GLAMPING VENTURE Bushtec Safari USA, a leading luxury tent manufacturing company, proudly announces a groundbreaking collaboration with Six Flags, the second largest regional theme park company in the world. This strategic partnership signals the birth of an innovative glamping venture that promises to redefine luxury and adventure at Six Flags’ safari park in New Jersey. Six Flags has selected Bushtec Safari USA as its exclusive partner for a comprehensive and thrilling project, moving the amusement park into the realm of luxury glamping. Over and above luxury tent manufacturing, Bushtec Safari USA will
provide a full turnkey package for each glamping tent. This includes expertly installed decking and particularly designed interior elements, ensuring a seamless and lavish experience for guests. The initial phase of the project involves the procurement of 24 luxury glamping tents, including family units, couples suites, a spa tent, and a conference tent, each meticulously crafted to meet the highest standards of luxury and comfort. Bushtec Safari USA and Six Flags are committed to delivering a top-notch glamping experience, with additional phases already in the planning stages for the future.
This collaboration aims to elevate the overall visitor experience at Six Flags’ safari park. Guests staying in the glamping tents can anticipate exclusive amenities particularly curated to provide a comfortable and unforgettable stay. From plush interiors to scenic outdoor decks, every detail has been carefully crafted. The glamping accommodations are set to open at Six Flags’ safari park in Spring 2024. This marks a significant milestone for both Bushtec Safari USA and Six Flags as they join forces to offer visitors a one-of-a-kind, memorable experience in the heart of the park.
OUTDOORSY OFFERS FINANCIAL SUPPORT TO GLAMPING ENTREPRENEURS Outdoorsy, an outdoor travel marketplace, announced the launch of the Oasis Fund — a $30 million dollar initiative dedicated exclusively to providing funding for the purchase of safari glamping tents for eligible entrepreneurs looking to become part of the glamping revolution, according to a press release. With a $30 million investment to start, the Oasis Fund will empower individuals to start their own turnkey glamping businesses by simplifying the purchasing process. Outdoorsy has partnered with a manufacturer of canvas tents to design and handcraft the tents which can be found in premier glamping resorts and campgrounds around the world, including Outdoorsy’s destination in Bayfield, Colo. The Oasis Fund is designed to empower listers, hosts and entrepreneurs to embark on their next adventure without limits: • Financial Support: The Oasis Fund has set aside $30 million to provide financial support for safari glamping tent purchases. Open to individuals seeking a private getaway or a campground owner looking to enhance their guests’ experience, we’re here to back them up. • Easy Application Process: Applying for the Oasis Fund is straightforward and hassle-free. The Outdoorsy concierge team is committed to making the process smooth and efficient, ensuring hosts can focus on setting up their dream glamping business. • Accelerate Your Dreams: The Oasis Fund aims to accelerate the journey to the great
outdoors, allowing owners to list their glamping tents with reduced fees on Outdoorsy Stays ahead of its nationwide launch by Summer 2024. Approximately 10.5 million U.S. households went glamping in 2022, with the average guests staying longer – booking 3 to 5 nights on average – and paying a higher nightly rate than traditional hotels. “The higher nightly rate of glamping doesn’t seem to be a deterrent for guests seeking modern, comfort-first amenities that allow them to stay close to nature,” said Outdoorsy’s Co-founder and CEO Jeff Cavins. “The high demand, and high-profit margins, of this industry aren’t fading anytime soon. This means, there’s never been a better time to invest in the glamping market.”
“When we purchased the Outdoorsy Bayfield property, we quickly saw something very familiar to us – and what initially led us to build Outdoorsy. Similar to the RV rental space, we noticed the glamping space was dealing with a handful of pain points in need of attention, innovation, and improvement,” added Cavins. “Through the Oasis Fund, our objective is to activate the glamping adventure and provide the means for both individuals and those aspiring to manage short-term rentals to take ownership of their own entrepreneurial endeavors,” Cavins said. “Our in-house financing and the extensive reach of the Outdoorsy platform will equip glamping entrepreneurs with the ability to establish, host, and promote a product that’s seeing no slowdown in demand.” To learn more about the Oasis Fund, visit go.outdoorsy.com/oasisfund.
© Outdoorsy
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NEWS & PRODUCTS
Story from moderncampground.com
SICAMOUS ENFORCES NEW REGULATIONS ON SHORT-TERM RENTALS Starting January 31, 2024, non-compliant STR owners will face a daily fine, signaling the district’s commitment to enforcing these regulations. The district will issue letters to STR owners who do not meet the current requirements, outlining the necessary steps to achieve compliance. These steps include acquiring a business license or, in cases where the property is not in an approved zone, both a business license and a temporary use permit. The enforcement of these regulations is a response to the growing concerns over the impact of STRs on local communities. Issues such as noise complaints, parking problems, and the effect on housing availability have been at the forefront of these concerns. By implementing
The District of Sicamous (British Columbia, Canada) has announced the enforcement of new short-term rental regulations (STR) starting January 31, 2024. This development follows a year-long transition period aimed at educating property owners about the impending changes. The decision introduces a zoning bylaw that restricts short-term rentals (STRs) to designated zones. Additionally, operators are now required to obtain business licenses to
legally run these rentals. This move marks a shift from the district’s initial focus on voluntary compliance through education to a more stringent regulatory approach. The enforcement of these regulations is expected to have a substantial impact on the local hospitality industry, including campgrounds and outdoor hospitality operators. This could lead to some STRs to cease operations or reduce availability due to the new compliance requirements.
these regulations, the District of Sicamous aims to balance the economic benefits of STRs with the quality of life for its residents. The District of Sicamous’s approach reflects a growing trend among municipalities to regulate the STR market. As these rentals become increasingly popular, local governments are stepping in to ensure that their growth is managed in a way that benefits both the community and the tourism industry. The enforcement of STR regulations in Sicamous is a significant development for the local hospitality sector. It underscores the need for compliance and adaptation in a changing market. For campground and RV park owners, this could be a pivotal moment to capitalize on potential shifts in tourist accommodation preferences. The district’s website, www.sicamous.ca, offers further information on these new regulations. Property owners and potential renters are encouraged to familiarize themselves with the changes to avoid any legal inconveniences.
THE GLAMP INN IS INTRODUCING GLAMPING TO THE BLACK COMMUNITY TravelNoire.com recently spoke to Shayne Stuart, owner and developer of The Glamp Inn – an outdoor retreat on Lake Strom Thurmond in Lincoln County, Georgia. Data from the federal government found that while people of color make up nearly 40 percent of the total U.S. population, almost 70 percent of people who visit national forests, national wildlife refuges, and national parks are white. Black Americans are overwhelming the majority of those
underrepresented in these spaces. The founder of The Glamp Inn is changing this narrative, opening in December 2021 as a way to introduce Black women to the outdoors. “I wanted to give African American women a space where they could come out to rejuvenate and to experience the healing nature of outdoors,” says Stuart. Stuart is no stranger to camping. As a single mom of three daughters, camping and spending
time outdoors was the most economical way to travel. Stuart also found that camping was a form of healing and wellness from their busy lives. Her experience is why she wants more people of color to experience the healing aspects of nature. Each month, Stuart holds a monthly ladies’ wellness retreat with full access to resort amenities, a holistic wellness life coach session, and a sunrise or sunset yoga session.
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Letter from AGA founder: NAVIGATING 2024: TRENDS, OPPORTUNITIES, AND STRATEGIES FOR THE GLAMPING INDUSTRY BY RUBEN MARTINEZ
A
s we step into the promising horizon of 2024, it is exciting now more than ever to reflect on the evolving landscape of the glamping industry. The journey ahead holds exciting possibilities and challenges, and it’s our collective mission to embrace them with innovation, resilience, and a shared passion for redefining outdoor hospitality through glamping. Below are some of the key aspects we should be looking towards over the coming year.
SPEED TO MARKET, A CRITICAL BUSINESS ELEMENT Investors eyeing the glamping sector are increasingly prioritizing speed to market. In 2024, a streamlined business plan that emphasizes swift implementation will be crucial. From conceptualization to execution, the glamping industry demands agility, and operators should align their strategies to meet the expectations of investors seeking prompt returns on their investments.
“With travelers having more choices than ever, the need to differentiate your glamping property becomes paramount. In 2024, standing out from the competition will require more than just a stunning setting.” EXTENDING SEASONS THROUGH STRUCTURAL INVESTMENTS One of the pivotal shifts we anticipate in 2024 is a continued emphasis on extending glamping seasons. Operators across the globe are investing
in diverse glamping structures that not only provide year-round appeal but also cater to the evolving tastes of our discerning guests. The variety in accommodation options is expanding, offering guests a unique and immersive experience irrespective of the season.
DIVERSIFICATION TO STAND OUT With travelers having more choices than ever, the need to differentiate your glamping property becomes paramount. In 2024, standing out from the competition will require more than just a stunning setting. Operators should focus on enhancing on-site amenities and experiences, creating a holistic and memorable stay for guests. From wellness retreats to adventure packages, the possibilities are endless, and savvy operators can continue to seize this opportunity to create repeat guests.
HARNESSING AVAILABLE SERVICES AND PRODUCTS The year 2024 presents an unprecedented array of services and products tailored for the glamping industry. Operators should leverage these resources to optimize operations, enhance guest experiences, and drive business growth. Whether it’s adopting sustainable practices or incorporating smart technologies, embracing available innovations will be a key driver for success.
As we stand on the brink of another exciting year for the glamping industry, let’s move forward with a spirit of collaboration, innovation, and shared success. The AGA is committed to empowering our members, and together, we will navigate the trends, seize the opportunities, and make 2024 a landmark year for the glamping industry. Here’s to the future of glamping - a future we’re shaping together. For more info please contact: https://americanglampingassociation.net/ info@americanglampingassociation.net
THE POWER OF NETWORKING In our tight-knit community, the importance of networking cannot be overstated. Seasoned professionals within the glamping industry are a treasure trove of knowledge and experience. In 2024, we encourage our members to actively seek mentorship, collaborate with industry leaders, and tap into the wealth of expertise that surrounds us. The glamping family is more than willing to support each other; all you have to do is ask. g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 1 1
VIATURA:
HOW GLAMPING IS THE KEY TO MODERN MEXICAN HOSPITALITY
One of the most influential hotel operators in Mexico is planning to launch its own brand which combines glamping with other forms of experiential lodgings – including those already operated by small independents. The aim is to create authentic experiences for travelers, so that they can enjoy the amazing variety and richness that Mexico has to offer. Glamping Business Americas catches up with Viatura’s Gonzalo Rodriguez to find out more. Can you give us the background to how you have become interested in the glamping/sustainable tourism sector? Grupo Presidente has been a benchmark in Mexico’s hospitality industry. For more than 50 years, it has been consolidated in the market as a leading investor, co-investor of franchises, and operator of international hotel, restaurant, and retirement assistance franchises, being the master franchiser of Intercontinental in the country and an approved operator of IHG, Marriott, Hyatt, Accor, and other independent brands. In recent years, a very important part of our CEO (Braulio Arsuaga)’s vision has been to consolidate our leadership position far beyond traditional hospitality and begin to venture into emerging segments with great potential and also prepare for the future of lodging by getting much closer to the new generations of travelers.
For this reason, when we saw the accelerated growth of Glamping, further catalyzed by the pandemic, this project, which had been inspired by African Safaris some years ago, was decided to be landed and developed professionally, not just as a test, but as the development of a new outdoor hospitality brand supported by a recognized hospitality group that could broaden GP’s customer base & diversify the portfolio, challenge our own mentality & develop a model of own brand success. We got inspired by Millennial & Centennial hunger for experience while ensuring the level of ease, comfort, and certainty they’ve come to expect, shift the focus of travel away from the destination and toward the journey and give our traveler the tools to create their own adventure travel experience that takes you to multiple regions in just one trip.
What are your plans for this sector in Mexico? In Mexico, as in many other parts of the world, the outdoor hospitality sector is mainly independent. Our plans include being able to grow with our own sites in destinations that offer a never-beforeseen facet of the most wonderful ecosystems of our country, developing a solid brand that brings enough confidence in comfort and experience to the glamping sector to not only be considered as “alternative lodging,” but also to position itself as a new way to become immersed in nature and the local aspects of each site. In addition to this, by having a solid structure and experience in the industry, we also want to affiliate Viatura with other independent brands we can help to expedite their growth so that in this way we can become a network of outdoor hospitality with different facets and unique personality at each site.
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We also believe that Viatura can have enough strength to position itself not only as lodging, but in the world of experiences, boutique hotels, and other forms of travel that we are still exploring. What kind of accommodation do you plan to offer guests and where? Our Glamp-Siting concept provides luxury hotellike comfort in natural surroundings through lodging circuits in various Home Bases. Every Home Base, crafted by Mexican artists, blends contemporary style with ecosystem harmony, through: • Local materials • Simplicity • Vivid cheer • Curated technology • Sustainability In each Home Base our travelers will be able to find: • Tents designed for every Home Base • Multipurpose Tent Lounge (F&B) • Swimming pool • SPA, Other spaces ad-hoc to the region/ecosystem How important is it for you to also work with existing operators of accommodation? As I mentioned earlier, the ability to work and learn from other operators in the industry is a fundamental part of Viatura’s growth and
positioning strategy. We are also very interested in contributing to strengthening the segment, so we are actively seeking to get involved, collaborate, and associate with other operators who share our values and vision. How do you believe your plans will be able to extend the stay of guests in this kind of accommodation? We can’t go with a simple protocol. We need to be known for something more than a tent and a nice jacuzzi. That’s why we created a concept that we internally call “Glamp-Siting,” which aims to offer lodging circuits in different Home Bases that have the comfort of a luxury hotel totally immersed in nature. This way, travelers have the option to experience multiple locations, in the same trip to live different ecosystems, try different flavors and be part of hyper-local experiences at each destination. With the portfolio of Grupo Presidente, we also have the opportunity to offer, within the same trip, “traditional” lodging in the base cities where our travelers arrive, which will allow them to start and end this adventure in a comfortable and safe way. How quickly do you plan to expand? Our initial plan was to open the first site at the end of 2023. However, with the introduction of the Viatura concept, we have accelerated this timeline, and since July, we are already operating a site on the outskirts of San Miguel de Allende. This development, created in collaboration with a commercial partner who trusted our vision, has successfully transformed an extraordinary
location surrounded by vineyards, olive trees, and lavender fields into a venue where ultra-luxury African tents provide shelter for a variety of unparalleled experiences. With this in mind, we believe Viatura’s growth will be exponential and much faster than initially anticipated. Our next location on the Yucatán Peninsula is nearing completion, and we have two more slated for 2024. Furthermore, our ongoing efforts to forge partnerships with other commercial entities are bearing fruit even as we speak, which means that by next year, Viatura is likely to have a significant and consolidated portfolio.
Image courtesy of Peregrino
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What research have you done into this segment of the market and what did it tell you? As a team, we’ve done our homework, deeply studying both the international and national markets. We’ve traveled, attended international glamping shows that opened our minds, and brought on board experts in glamping and brand strategy to join us on this journey. Our main takeaways, although we continue to learn in this dynamic market segment, were based on five macro-trends in the initial development of Viatura: • Live for Experience • Wellness & Self-Care • Purpose-Driven Consumerism • Technology that Challenges the Status Quo • Outdoor Boom We also identified different traveler segments, focusing primarily on Experience Explorers drawn to the potential of “Adventure Tourism”—a concept where the traveler steps out of their comfort zone to explore and experience remote places. We’re aware that in recent years, glamping’s growth has surged into the triple digits, fueled by younger generations. Many operators are adapting their business basics to seize the glamping opportunity instead of coming up with new compelling concepts. These are just some insights, but in reality, we
are excited to be part of the statistics in Mexico and to learn from the continuous feedback, evolution, and understanding of our market and travelers. What other resorts/glamping sites are you inspired by – if any? While we studied and stayed at many of the brands in both the national and international markets, our primary inspiration comes from the authentic experiences of African Safaris. Their ability to elevate the surrounding fauna, combined with complete adaptability and multifunctionality tailored to what the traveler seeks, while also providing a luxury experience, we believe, makes them the original creators and master teachers of this concept. We respect and learn from many other concepts in the market, and we would love for many of them to join the Viatura portfolio so that together we can make history. What sort of price per night points are you looking at? Considering the comfort, design, and variety of experiences we offer and plan to offer at Viatura, our price point is around $500 USD per night per tent. Although this rate may vary depending on the destination and market, we aim to position ourselves midway between ultra-luxury and the basic glamping experience. By doing so, we believe we can attract a market
that is willing to get to know us while also giving us the strength to continue building a path towards a solid and aspirational positioning in our market. How will you market your unique offer to guests? Viatura will introduce travelers to less explored escapes from a nature-immersive perspective, allowing them to experience the most popular destinations in a way that has never been seen before. We are redefining travel through experiential journeys and unveiling hidden wonders. We give our travelers the tools to personalize their trip and choose their own: STAY: Viatura unveils unique, less explored natural escapes for a novel perspective on popular destinations. Travelers may experience multiple locations in the same trip. EXPERIENCE: We craft experiences, allowing our guests to tailor their activities and customize their unique way of exploring each destination. TASTE: Eat Local, Drink Unique. We aim to offer a new way to travel, where side trips are not just possible; they’re the essence of the journey. We want our travelers to escape the ordinary, reignite the joy of discovery and to TRAVEL THEIR OWN PATH.
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WELCOMING PEOPLE
WITH DISABILITIES
Y
ou’ve built the business of your dreams – a state of the art Glamping resort made to connect people with nature and each other in luxury accommodations with gracious amenities. All designed and built per the Americans with Disabilities Act, or ADA. As you prepare to open, the next step is to set up proper policies and procedures and train your staff for ADA public compliance. This will help you welcome people with disabilities and help to protect your organization from discrimination lawsuits and complaints. The ADA, or Americans with Disabilities Act, is a federal Civil Rights law in the United States. It applies in all fifty states and includes Glamping Resorts, which are considered places of public
accommodations, under ADA Title III. You are required to have newly designed, constructed or altered facilities be readily accessible to and usable by individuals with disabilities – this is addressed in the design stage. ADA Title III also prohibits discrimination in the activities of places of public accommodation – this is addressed with policies, practices and procedures. (Note: there are separate requirements for employees – see ADA.gov for more information). Serving the Public- Modifications in Policies, Practices or Procedures - you must make reasonable modifications when necessary to afford goods, services, facilities, privileges, advantages or accommodations unless you can demonstrate that doing so would fundamentally
“A Disability means a physical or mental impairment that substantially limits one or more major life activities. Disabilities can be visible or non-visible – you cannot tell by looking.” alter the nature of the goods, services, facilities, privileges, advantages or accommodations. You cannot have an eligibility criterion that screens out or tends to screen out individuals with disabilities from fully enjoying any goods,
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services, facilities, privileges, advantages, or accommodations unless that criteria can be shown to be necessary. A public accommodation may impose legitimate safety requirements that are necessary for safe operation. Safety requirements must be based on actual risks and not mere speculation, stereotypes, or generalizations about individuals with disabilities. For example, you may restrict golf carts used for disabilities on lodging sites on steep terrain. A public accommodation may not impose a surcharge on individuals or groups with disabilities to cover costs of measures such as Auxiliary aids, barrier removal, alternative to barrier removal and reasonable modifications on policies, practices or procedures that are required to provide that group with nondiscriminatory treatment required by ADA. This means you cannot charge extra for an accessible cabin. These modifications should be readily achievable. Readily Achievable means easily accomplishable and able to be carried out without much difficulty or expense. What is a Disability Under ADA? A Disability means a physical or mental impairment that substantially limits one or more major life activities. Disabilities can be visible or non-visible – you cannot tell by looking. For example, if a person with epilepsy has a service dog this is a non-visible disability. If they share information on their disability, that is their choice, but you cannot ask them what their disability is and you cannot screen them out from staying with you due to their disability. You can ask if the service animal is required because of a disability. You must make all accommodations available to the person with the service animal, even pet free lodging, with no extra charge. Hospitable and proper language to use is, “how can we accommodate you?” and staff should be trained to ask a manager to help when they are not sure of the next best step. What can happen if you do not make reasonable accommodations? A complaint can be filed against you through the justice department, who will investigate, fine and require remedies in areas of non-compliance. Also, a civil lawsuit can be filed from customers who allege discrimination because of a disability. A civil suit for discrimination requires a defense, regardless if you are compliant or not. Businesses typically see $15,000 - $20,000 in defense and indemnity when a judgement is made against them. Your business insurance General Liability policy does not cover discrimination lawsuits. Coverage is available for employee and staff discrimination under a
separate policy called Employment Practices Liability with Third Party Coverage.
POOLS & RECREATION AREAS
Here are some hot topics for Glamping and Outdoor Hospitality:
Accessible entry is needed for pools and various recreation areas. These should be identified in the design stage and highlighted in photos on your website.
RESERVATIONS
FINALLY, SOME TIPS FOR SUCCESS
Modify your policies, practices and procedures. The first step is to identify and describe accessible features of the resort and lodging. As much as possible show this on the website so people with disabilities can independently determine if your resort is a good fit for them. Also, reinforce to staff that being ADA compliant is not one size fits all and be willing to extend hospitality by saying, “how can I accommodate you?” – for example offering to take additional pictures of the interior of a lodging unit so that a special detail needed by the guest can be accessed by them. You are required to ensure accessible rooms/ sites/yurts/lodging are held for those with disabilities. Typically, this is done by having a guest check that this is needed on the form to reserve the lodging. After other lodging spots are filled the remaining spots can be reserved by those without a disability. Remember, when asked, you are required reserve and hold the accessible lodging and guarantee for the reserving customer.
1. Can I Google search your features? 2. Listen to information people with disabilities volunteer about their needs. 3. Ask, “How Can I Accommodate you?” 4. Offer to find out more information to accommodate their needs. 5. Talk to the person with a disability directly. 6. Accept them at their word. 7. Do not make assumptions about the person or their disability. 8. Educate & empower your staff to welcome people with disabilities.
WEBSITES & LAWSUITS
For more information the ADA has a great web page for business that are open to the public https://www.ada.gov/topics/title-iii/
There has been a history of cut and paste lawsuits on website accessibility. Activists have targeted businesses and file civil suits if there is non-compliance, often without staying at the resort. Require your web designer to follow the guidelines of WWW Consortium’s Web Accessibility Initiative. Like Architects, website designers are familiar with the ADA issues. Again, discrimination lawsuits can be covered by a special insurance policy.
SERVICE ANIMALS Service animals include Service Dogs and Mini Horses. There are only two questions you can ask: • Is the animal is required because of a disability? • What work or task the animal has been trained to perform?
Welcoming people with disabilities to your glamping resort is good hospitality, good business and it is the law. There is no certification available, and the law is far from black and white. As you plan your policies, procedures and employee training document what you are doing to be compliant so that you have written record of your standards of service and hospitality.
About Irene Jones Irene Jones is the Program Manager at Marshall & Sterling Insurance Camping and Outdoor Hospitality Insurance Program. A 25-year veteran of the insurance industry, Irene holds an Associates in Risk Management and has facilitated education on insurance and risk management topics across the Outdoor Hospitality Community with classes, articles, newsletter and videos series.
It is important to know that service animals must be under control of the handler at all times – by leash or voice command. Service animals are not pets and are not emotional support animals. If someone says that the animal is required because of a disability you are required to make reasonable accommodations. g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 2 1
FOSTERING
COMMUNITY BY TODD WYNNE-PARRY
M
any outdoor hospitality and glamping brands, including independent lifestyle operators (ILOs) have basically the same company mission or “why”. They generally converge around the theme of connecting their guests with nature. This is certainly a noble goal. We all need more of the natural environment in our lives to balance out the ever-growing amount of information and technology forced upon us. Further implied in many of these company missions is a promise to facilitate an opportunity for guests to commune with both nature and your loved ones. In some instances, there is an invitation to guests to be part of the destination’s community or to commune with others who simply share a love of the
outdoors. This includes those that may not look exactly like you or come from a similar economic, demographic, or cultural background. The glamping sector holds a unique ability to deliver on this goal of fostering community. Smart phones and those in control of social media found on these devices seem to encourage us to stay in our silos of “like minded” people and institutions. We know from history how dangerous this can be. Peace, love and understanding used to be a popular aim for society. The understanding part, which makes the other two goals achievable, is difficult to obtain when one’s information sources are limited or exposure to other communities is feared. Fortunately, in the world of outdoor hospitality, guests are encouraged to disconnect from the digital world and re-connect
with all the things and people in the real world. Glampgrounds can provide the perfect physical and emotional setting to gently expose us to our many similarities despite superficial differences. Therefore, fostering community in outdoor hospitality is every bit as important as exposing the “nature averse” to the flora and fauna in our shared environment. Looking at this topic through a generational lens enhances the importance of community. For Baby Boomers and Gen Xrs lack of community in their lives was never an issue. These folks had churches, fraternal orders, sports clubs, community clubs, they played outside almost daily and grew up without the internet or mobile phones. When it came to hospitality in the mid- to late-twentieth century, this cohort valued consistency and
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standardization. Millennials grew up with all that consistency, but then as they began to travel, they demanded authenticity from its accommodation providers. Hence, the explosion of lifestyle and boutique hotels that oozed with local character and authentic food & beverage experiences. For Millennials, their grandparent’s coffee would not suffice, they required locally roasted coffee with an ethical harvesting story. Now Gen Z is starting to become the next target for the travel industry. This cohort, like their elders also require authenticity from hospitality, but then stack on top a need for social or environmental justice. This youngest generation has been hit hard with an entirely unregulated social media and all out attacks on real world community. They have grown up replacing real-world community with their comfortable online environment. According to a recent SKIFT article Gen Z now realize its lack of real-world community and are showing they crave it. This presents an opportunity for outdoor hospitality generally and glamping more specifically to fill this void. The whole concept of Glamping is to provide accommodation and comfort outside one’s known built environment. While RV campground or luxury wellness retreat guests are generally comfortable in these different settings, for the glamping guest this may be the first time sleeping in a tent or cooking over a campfire. Glamping is aimed directly at the “nature averse” or the “nature curious”. It offers an approachable, even aspirational way of sleeping in nature. For many glamping guests, even this comfortable camping can be an extreme level of adventure. These new to the natural world guests are immersed in an environment that is well outside their comfort zone. Therefore, while we have that guest already succumbed to this wild and adventurous setting, it is a natural time to facilitate the opportunity to add “communing with strangers” to the adventure. How the glampground facilitates guest-to-guest
communing can be either passive or active. The passive approach for a small independent property with limited space and only a few accommodation units may come by informing guests to patronize local food & beverage, other service providers or alerting them to nearby community events. For larger properties, the existence of communal workspaces, fire-pits, yoga decks, BBQ stations/ outdoor kitchens, pickleball courts, and dog runs can all foster community on property. These facilities can round out the guest experience and ensure an active campground with lots of opportunity for guest-to-guest interaction. In addition, many of these communal facilities can also be utilized for the property’s important corporate and social events business. The active approach may need additional human resources to implement, which could be prohibitive for some operations. However, for many guests a guided hike, cooking over fire instruction, yoga class, cornhole tournament or live music session is just enough enticement to interact outside their immediate group. Developing this programming expertise on a complimentary basis during the year can hone these skills which can be packaged up for sale to corporate and social groups. Another active approach is to establish an annual event schedule to promote both guest-to-guest as well as local community support and interaction. Regardless of how a glamping operation foster’s community, the key is to create opportunities for this aspect of the experience. As participation in real-world community institutions have declined so has the general well-being of Americans. Statistics around depression, drug use and malaise all point to the importance of real-world community. While it may not be taken up by all guests, for some guest-to-guest interaction can be life changing or at the very least create a positive memory that will last well beyond the Instagram moment.
About Todd G. Wynne-Parry A seasoned leader in the hospitality industry, Todd has over 30 years of hotel development experience, having held senior leadership positions at several major hotel brands and most recently AutoCamp and Two Roads Hospitality. A dual-citizen of the US and Australia, Wynne-Parry has lived and worked in the U.S., Asia, Australia and the United Kingdom. He was instrumental in the development efforts for IHG, Starwood and Marriott in the Asia Pacific region and for Two Roads Hospitality globally. He began his career as a hotel consultant in the San Diego office of Laventhol & Horwath, the predecessor to Horwath HTL. He is now Managing Director of Horwath HTL and leads the Outdoor Hospitality practice for North America. Horwath HTL is the largest independent hospitality consultancy with 52 offices worldwide. Todd earned an MBA from Thunderbird Graduate School of International Management and sits on the advisory council of the American Glamping Association. In his spare time, Todd enjoys fly fishing and exploring the western US in his 1953 Airstream.
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A journey of
SIGNIFICANT LUXURY
better.best.bushtec
MITTEN GETAWAYS UPDATE
BY MIKE GAST
Mike and Melissa Crowe now know it takes more than desire to get started in the glamping business. First and foremost, you need the right land.
“We could certainly get right back into it all if the right land opportunity came along. But it all would have to look a bit different financially.”
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T
he Crowes have considered themselves in the glamping industry since 2020, when they started pursuing their dream of opening the Mitten Getaways Glamping Company. Their vision included a small, five-structure “glampground” in Central Michigan where they could also live on the land, raising their family along with expansive gardens and a few farm animals for their two daughters and their guests to enjoy. This spring, the Crowes thought they had finally found the right spot – 100 acres on a private lake near Howell, Michigan, midway between Lansing and Detroit. (Read an earlier story about the Crowe’s glamping ownership journey on Page 31 in the July/August issue). They thought the location was perfect, surrounded by hundreds of acres of secluded-yet-accessible state land and a lake that could provide glampers with canoeing, kayaking and fishing. They quickly signed a buy/sell contract with the owner. But perfect, it was not. A closer inspection by an excavator/contractor found the soil on a ridge where they planned to eventually add glamping units wouldn’t be suitable. Making the overall location work for their new glamping resort would take more wetlands studies, more permit requests, more money, and more time than the Crowes were willing to give. Earlier this year, they were forced to give up on the Howell property. The young couple found themselves again in search of a location. They spent the rest of the late summer and early fall visiting other glamping locations in the region, learning from other owners about their operations and scouring the state for another place to purchase. Time was also working against them. Mike Crowe’s career in pharmacy had been on the back burner, and finances were tight. Then, Mike and Melissa found out there was another baby on the way to join their two small daughters. So, the glamping business that the Crowes had planned to open in the summer of 2020 is once again on hold. “We’ve got some new priorities to take care of first,” Crowe said. “We’ve certainly lost some of our momentum because we aren’t working on a land deal like we have been for the past several months. Right now, there is no land we have a contract on.” To pay the bills, purchase a new home, and make the needed adjustments for a growing family, Crowe has taken a new remote pharmacy job. “It came down to either getting a regular paying job or sticking with the glamping resort – whatever
came first in order to get us into a new home,” he said. “In our case, the new job came first.” The Crowes have also suspended their podcast about their glamping journey after they found themselves running out of pertinent material to talk about. “We could certainly get right back into it all if the right land opportunity came along,” he said. “But it all would have to look a bit different financially.”
A CHANGE OF DIRECTION The experience with their previous land contract has led the Crowes in an entirely new direction. They are no longer solely focused on land they can purchase. Now, they are in search of a landowner willing to lease them a parcel or partner with them in the glamping business. “The ideal would be someone who has the land that meets the characteristics we require (at least 20 acres in a secluded area with other land nearby for recreation),” he said. “Maybe it’s someone who has land they hunt on periodically and wants to find a way to monetize it with glamping through either a lease or a partnership.” So far, their new plan hasn’t had any takers. “There was some interest and some progress at first, and we had a handful of people with land reach out to us right away,” Crowe said. “They were from different locations from within and without the state, but nothing was outstanding or the right fit.” “The geography for us hasn’t changed,” Crowe said. “We still want to stay within range of our family, our church, and a job. Our feasibility study supports that this area of Michigan can well support our glamping plan. There is definitely a need for a glamping facility like ours.” Some visitors to the Crowe’s www. mittengetaways.com website are surprised to learn that there isn’t already an active glamping resort behind their polished online presentation. “Yes, we’ve had people reach out through the website asking how and when they can book a site,” he laughed. “I do regret that we don’t have a glamping resort behind it actively operating yet.” What the Crowes do have are small, glampingassociated “side businesses” including an online accessories outlet called “The Glamping Store” and a consulting business called “The Mitten Marketer” that shares what the Crowes have already learned about starting out in the glamping business. Crowe envisions The Glamping Store serving as a supply hub for glamping providers. The store has glamping-related apparel, bags, furniture, jewelry, books, pet supplies, mugs, hats and even
educational courses for those thinking about entering the glamping industry. “We found that there really wasn’t anywhere out there for glamping owners to go to find goods and supplies to sell to their guests or learn what a glamping business is all about,” he said. Many of the glamping product designs were created by the Crowes. All of the products can be drop shipped from manufacturers directly to glamping owners. Crowe also hopes to take what he’s learned in his entrepreneurial journey and pass it along to other aspiring small business owners through his new Mitten Marketer business. “I realized that I’ve had a lot of experience in setting up a glamping business and also in some of my other ventures,” he said. “I’ve learned – and am still learning – how to do it on a shoestring budget. There are a lot of tools out there. I wanted to package it all together and share it with other small business entrepreneurs.”
BACK TO SQUARE ONE? Although their three-year odyssey in the glamping business has yet to bear fruit, Crowe said he is far from giving up. “I’m still an entrepreneur at heart,” he said. “I love the idea of bringing all of my skills together in this type of business.” He said he doesn’t regret spending up-front time and resources on his Mitten Getaways websites and social media, even though the actual physical glamping location is yet to be created. “We still have created an audience and subscribers who follow us out there,” he said. “We are going to keep going forward with this, but we’ve learned that it’s going to take a lot more time and financial resources than anticipated to do it right. We have to be very patient.” “We do have a lot of boxes checked and a lot of things ready to go if the right people and the right land come along,” he said. “I’m comfortable where we are at, and I’m OK with not having the land right now. I think one of the things we have learned is that we need to OK with whatever the timing is.”
Mike Gast is a journalist and public relations professional with a career spent in media newsrooms as well as 20 years as the Vice President of Communications for Kampgrounds of America Inc. He now puts those decades of experience to work for glamping and camping operators as the President of Imi Ola Group, a public relations, marketing, and content production firm located in the heart of America in Omaha, Nebraska. You can reach him at mike.imiolagroup@gmail.com.
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GLAMPING SHOW AMERICAS
GROWS EVEN STRONGER W
e enjoyed a spectacular few days in Aurora, Colorado for The Glamping Show Americas in early October – where the weather was (mostly) very kind and the hospitality was warm. There were 145 exhibitors this year – spread both inside and outside – with some exhibitors such as Zook Cabins choosing both locations. In fact, overall stand space increased this year by 40% on 2022. The variety of accommodation on display this year was impressive, with the addition of mirrored cabins from ÖÖD House and Wilding, plus the largest array of Domes we have ever seen. Tented structures, wagons and yurts remain popular and more inventive cabins and wheeled structures were present – including a futuristic panoramic trailer from Massimo Modular and a new Roulotte from Huttopia partner Hekipia. Many exhibitors were looking to be more environmentally friendly – new exhibitor Azure Printed Homes attracted a great deal of attention with its 3D printed structure – there was also a noticeable move towards modular, greater use of bamboo and even coffee husks! There were around 1,600 verified trade visitors to the Arapahoe County Fairgrounds where the event is held- they came from 49 States in the US and there were also representatives from 43 countries present. David Korse, event owner and organiser commented, “We are amazed at the international element to the visitors this year. In particular, we saw a strong increase in visitors from Central and South America this year.” Once again, bell tent glamping was available on site. In addition, there was a ‘Taco Tuesday’ event on the first afternoon sponsored by The American Glamping Association. The hugely popular conference program also increased in size and the number of conference delegates were up about 10 per cent on 2022. The American Glamping Association ran its popular start up conference day on the Monday before the expo opened, followed by two days of conference covering all aspects of operation, including global trends, finance, investment, insurance, branding and more.
Exhibitors reported incredible sales during the show and several have already rebooked or asked for increased space for 2024. The location remains popular and convenient for the airport – the only fly in the ointment this year was – the flies. Some wet weather and perfect ‘flying’ conditions meant that the venue was inundated. However, this was a minor distraction from a major US success. For enquiries contact David Korse at david@ glampingshow.us or visit www.glampingshow.us g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 3 3
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FOR FUN AND FOR FREE MAKING CUSTOMER SERVICE A BUSINESS DIFFERENTIATOR BY MARC P EMMONS
B
ack in 2022, I embarked on the journey of establishing Olympic Wilderness Basecamp, an off-grid luxury camping experience. Early on, I wrestled with the task of distinguishing our venture from similar businesses. I compiled a list of what I believed set us apart: 1. Our distinctive geodesic dome accommodations. 2. Our prime location, just 15 minutes away from the Olympic National Park, nestled against the Olympic National Forest.
3. The thoughtful layout of our accommodations, designed to ensure privacy and seclusion for our guests. What curiously didn’t make it onto that list? Customer service. It was something I had taken for granted – a fundamental aspect of our operation. Fast forward two years, and I’ve come to realize that it’s one of our most significant differentiators. In a service-oriented business, you might wonder how customer service can be a differentiator when it’s at the core of what we do
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every day. Well, it’s because the quality of service we provide can vary immensely. A few days ago, I stopped at a local gas station. I went inside to pay for fuel and pick up a few extra items. There were three registers and two employees behind the counter. The available cashier motioned for the next customer, and I approached. He rang up my items, I inserted my card into the reader, and then an awkward silence descended, lasting about 45 seconds. Puzzled, I eventually looked down and realized I might have placed my card in the wrong slot. I asked him, he slowly nodded, and I tried the adjacent reader.
Throughout this entire interaction, he missed an opportunity to engage because he never uttered a word to enhance the experience. Today, interactions with our customers are somewhat limited. Less than one percent of our customers call to book stays, and most prefer self check-in. As technology increasingly influences our business, we must discover fresh ways to distinguish ourselves through customer interactions. I first encountered Dan Rogers in 2015, a man obsessed with serving customers in his unique way. He desired sales, but he cared more about educating and advising his customers, and he did it “For Fun and For Free.” Initially, I found this statement a bit idealistic, even cringeworthy. However, as I applied this concept in various ways over the years, it became integral to my life and business practices. In 2023, as we expanded, the “For Fun and For Free” concept took center stage. I actively sought opportunities to serve our customers in this manner. I’ve learned that there’s a delicate balance to strike with this approach. Some initiatives we’ve tried this year will stay, while others won’t, or we’ll turn them into opportunities for additional revenue due to the effort required. Finding this equilibrium involves trial and error and a deep understanding of our customers.
“The first rule is that nothing is off-limits – we’re open to trying anything to enhance the customer’s experience. This mindset empowers everyone to experiment, with the understanding that if it doesn’t work, that’s perfectly fine.” So, how do we put this concept into practice at Olympic Wilderness Basecamp? The first rule is that nothing is off-limits – we’re open to trying anything to enhance the customer’s experience. This mindset empowers everyone to experiment, with the understanding that if it doesn’t work, that’s perfectly fine. When we do find something effective, we implement it but remain open to regular reevaluation and change. This flexibility allows us to remain agile and avoid becoming entrenched in any one idea. Here are some of the ways we embody “For Fun and For Free”:
camp designed for groups, I’ll reach out to them and offer a more private accommodation. 5. Early Check-In Notifications: Even though guests can purchase early check-in, we often call them once their accommodation is ready, letting them know they can check in at any time.
1. Evening Camp Walks: We make ourselves available for questions during evening camp walks. When guests are open to interacting, we ask about their interests and provide recommendations for activities in the area. 2. Personal Greetings: I personally greet every returning guest. If someone takes the time to return and stay with us again, I want to express my gratitude and welcome them personally.
These are just a few examples of what we do “For Fun and For Free.” These gestures cost us nothing but significantly increase guest interactions and overall satisfaction. The results have been outstanding and are reflected in almost all our reviews. While guests do appreciate our unique accommodations and the stunning surroundings, it’s the interactions with the OWB team that often leave the most lasting impression. So, let me pose a question to you: What opportunities exist in your personal life or business to brighten someone’s day by simply doing something “For Fun and For Free”?
3. Special Occasion Surprises: When we notice guests are celebrating a special occasion like a honeymoon, anniversary, or birthday, we go the extra mile. This may include placing flowers on their picnic table, leaving a handwritten note, or offering a bottle of cider. 4. Reservation Review: I review every reservation to identify opportunities to enhance the guest experience. For instance, if a couple or solo traveler has booked a dome on the side of the
Marc P Emmons
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GLAMPING REPORT
CURRENT OPERATORS
W
e are very proud to bring you part of the first ever Glamping Americas 2023 State of the Industry Report, conducted by Cairn Consulting Group on our behalf. This is ground-breaking research which will help operators at all stages of their journey to better understand the landscape of the sector and the issues that other operators are facing. Many of you will have heard Scott Bahr, president of Cairn Consulting Group, present the report’s key findings at this year’s Glamping Show Americas. Here we bring you the highlights of his presentation and we will follow this up in future issues with further information from the research.
How many years have you been in operation, or have you been providing glamping accommodations and services?
KEY FINDINGS: • 28% of those surveyed are in their first year of operation • Glampsites in the US have an average of 11 pieces of accommodation • The average investment to start a glamping business is $650,000 and 93% of projects are self-funded
• 38% of operators offer hot tubs, saunas or pools
In which of the following regions/regions of the U.S. do you currently operate glamping locations?
Most operators responding to the survey are U.S.-based, though roughly 1-in-5 are outside the U.S. (or both). Within the U.S., the western states have the highest level of representation, with the northeast having the fewest.
What type of ownership/ownership structure do you have?
The tenure of glamping providers is relatively evenly dispersed, with about a third (35%) having been operating for more than five years, a similar proportion in the two to five year range, and about 3-in-10 (28%) open for a year or less. The ownership structure leans toward a sole proprietorship and secondarily, partnerships; corporate owned properties less common. g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 4 5
How many glamping locations do you have? What type of property or properties do you currently own or operate?
Most of the glamping providers surveyed are owning and/or operating a single property while about one-fourth (24%) owning two or more locations.
Are any of your properties near major destinations and if so, which ones?
Almost two-thirds of all glamping providers surveyed are stand-alone properties, with the remainder falling into the “add-on” category. Additionally, a majority of all the properties surveyed are on-grid, though a third are off-grid.
What was your intial cost to launch your business?
Overall, 90% of the operators surveyed are located close to a visitor attraction. Three-fourths of all operators are located near some type of natural feature or attraction and notably, half are in the areas surrounding stay parks (another third are in proximity to national parks).
How many, if any, of each of the following structures are part of your property or properties? Average Number of Structures
The start-up costs on average are estimated at around $650,000. It is notable that nearly all of the providers surveyed (93%) used self-funding to start their glamping business with one-third using bank funding.
Investment Needed for Future Growth:
$1.1 million
The average glamping provider includes about 11 structures. Cabins/ tiny homes and some type of tent are the most commonly mentioned types of structures included on the properties surveyed. g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 4 7
What is the average daily rate (ADR) for each of the following?
Looking back at when you first started, how did the permitting process take from the time you initiated it to completion?
Considering the permitting process, the largest bloc of respondents (61%) say it was under six months, with over 80% stating it was a year or less. Operators in the Northeast report the longest permitting process while those in the West report the shortest. Across all operators, the ADR stands at just over $200 per night, with cabins or tiny homes generating the most income and teepees the least. Operators in the Northeast, even though they have lower overall revenue, charge the highest ADR which can be attributed to the typical operator in the Northeast or Midwest having fewer structures on average.
Which months do you currently operate your glamping location(s)?
What is your current level of staffing? Next, what is the number of needed staff in each of the following categories?
Half of the operators surveyed are offering guests the all year experience, with those located in the southern states most likely to operate all 12 months while the Northeast and Midwest operators are least likely.
Overall, what has been your estimated annual gross revenue?
The typical glamping operator who responded to the survey has almost 16 staff members, with part-time workers comprising the bulk of employment. Indeed, the average respondent is employing only four full-time workers and a similar number of temp employees; each location has an average of two people in management. There is a large gap, however, it the level of staffing that is desired, including an average of over 10 additional staff, whether it’s doubling full-timers or temp workers. The results point to a reliance on part-time workers, with the needed staffing below the need for full-time workers. 4 8 | G l a m p i n g B u s i n e s s A m e r i c a s | g l a m p i n g s h o w. u s
Respondents reported an average of $364,109 in annual gross revenue. There are, however. large differences between operators in the Northeast and Midwest and those in the West and South.
And what are your annual operational costs?
How many of the following do you plan to add in the next year? Next 2 years?
When taking into consideration the reported operating costs, the typical glamping operator reports about $160,000 in net annual revenue.
What is your average occupancy for each of the following? On average, most current operators have plans to add an additional property or location in the coming year. The look further ahead is elevated, and over the course of the next two years, operators are seeking to add two additional locations. The addition of structures suggests that again, the average operator plans to add about three additional structures this year, and between six and seven over the next two years.
Thinking about the past 3 years (if you have been in operation for less than years, base your estimates on the past 1 or 2 years), what has been the estimated rate of growth for . . . ? The overall occupancy across all structure types is about 43%, with yurts generating the highest usage and teepees and treehouses the lowest occupancy.
Which of the following services and amenities do you currently offer and plan to offer (or expand)?
A majority of locations offer access to off-site recreation and close to half have on-site activities. Fewer are offering add-on services such as educational guided services, wellness, and on-site chef. However, even though these less common services don’t currently exist on-site, about half of the locations plan to add wellness and educational guided services. Swimming pools/hot tubs/saunas are common add-ons, as well as a camp store.
Looking ahead, operators are reporting relatively robust growth, whether it’s revenue, guests, or additional sites. More than half have seen growth greater than 10% over the past three years, with single location operators having the most aggressive growth. g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 4 9
What is the average length of stay at your location(s)? What is the current mix of guests you attract at your location(s)?
And for the upcoming year, compared to last year, do you anticipate that your occupancy and ADR (Average Daily Rate) will:
The most common length of stay is for two days, suggesting many weekenders are glamping. Indeed, just over one-fourth of all guests stay for three or more days. Couples form the most common type of guest stay, followed by families with kids. Solo guest make up only a small percentage of guests.
Once again looking ahead, more than half of operators (54%) anticipate increasing occupancy and two-thirds will increase their ADR.
62%
What is the current configuration of bathrooms at your property or properties? How much extra, if any, do you charge for private in-suite bathrooms?
of the locations say that they allow pets on-site.
All things considered, what for you are the primary barriers to future growth? What resources, if any, could you use to help you grow and expand?
Two-thirds of the locations offer private bathrooms in each unit, while the remainder have communal bathrooms, external but private facilities, or all of these options. When asked what amount extra is charged for private in unit bathrooms, most (71%) say they do not charge any additional fee and among the 29% who do, the increase is approximately 13%.
When asked to list the barriers to growth and development, financing is the issue, followed by staffing. Lack of demand and competition are much less likely to be barriers. The resources needed to overcome these barriers are most likely to include marketing and access to financing. Again, staffing resources would also help to boost growth. 5 0 | G l a m p i n g B u s i n e s s A m e r i c a s | g l a m p i n g s h o w. u s
29%
of the operators surveyed say they charge extra for private bathrooms, with the typical increase in cost of 13%.
What types of infrastructure development and enhancement are needed, if any, at your property or properties? What are your primary barriers to infrastructure development and enhancement?
A majority of operators note that improvements to their plumbing/water/ sewage systems are needed, followed by upgrades or enhancements to the electric and lighting. It is also worth noting that many (43%) are looking into sustainable power. The greatest barrier, once again, is access to financing.
How effective have your marketing efforts been so far?And looking ahead in the next year, do you plan to increase, keep constant, or increase your marketing budget?
Most operators feel that their marketing efforts are at least moderately effective, but only about a third say these efforts have been highly effective. Nearly all operators plan to increase or at least keep constant their marketing budgets. 5 2 | G l a m p i n g B u s i n e s s A m e r i c a s | g l a m p i n g s h o w. u s
Which of the following marketing channels, if any, are you using? Which do you plan to use in the coming months?
Social media is widely used, with all operators using or planning to use at some point. Almost two-thirds use email, while digital is identified as the channel that is in the works for the coming months.
What current method do you use for booking and reservations?
A majority of operators are using both direct and third parties for booking reservations, with 85% using direct booking either on its own (33%) or in combination with third parties (52%).
g l a m p i n g s h o w. u s | G l a m p i n g B u s i n e s s A m e r i c a s | 5 3
Our mission is to drive growth opportunities for new and existing glamping businesses by creating a strong community and network which provides education, tools and resources to your one of kind business.
What our members are saying "My personal excitement is that our industry is based in providing outdoor access. Over the past few years, more people are realizing the importance of getting outdoors, regardless of
being "outdoorsy." Glamping can be an entry point or an easy way for people to get outdoors in a comfortable fashion. As long as our industry consistently can provide access and elevate the outdoors within our locations, I don't see this trending out."
Whitney Scott, KOA, Terramor Outdoor Resort "Just get started, move fast, but be nimble. There is so much learning by doing that it's best to get started and iterate along the way. Our projects have evolved with multiple updates to projections, design, and even the role we, as operators, envisioned playing at the onset. Being thoughtful but nimble, willing to question original decisions, and accounting for new data and learnings have served us well."
Kevin Ferguson & Jigar Adhvaryu, Founders of Starlight Haven "My advice to anyone entering the industry is to constantly learn and never settle for lower goals or easier challenges. My drive is to help others and become better and improve what they're doing. Be bold and do things others aren't willing to do. Our success as a company has come from trying to be different and approach things differently."
Alex Burkett, CEO of Outdoor Alliances "Create a road map and goals. It's okay to divert as opportunities present themselves, and
don't forget to celebrate all of the wins. This will give you the encouragement to keep going. Also, there are so many great resources amongst others in the industry. Utilize their knowledge and experiences to help you grow and learn."
Joe & Rose Duemig, App My Community
www.ame ricangl amp inga s sociat ion.net
