Introduction
Today, we’re diving into one of the most critical aspects of running a successful glamping business—understanding your target market. Whether you’re just starting or looking to refine your current setup, clearly understanding who your guests are, what they’re after, and how to meet their expectations can make all the difference in how your site performs.
Guests who come to glamping sites are all different. Some want the high-end experience—luxury, seclusion, and the best views money can buy—while others are happy with the simple pleasures of nature as long as they’re affordable. Then, there are groups of friends, families, or even couples seeking a romantic escape. Understanding these different segments will allow you to tailor your offerings, making sure each group gets exactly what they’re looking for, whether it’s a quiet retreat in nature, a family-friendly adventure, or an unforgettable wedding venue.
In this blog, we’ll focus on the key areas: budget segmentation, group sizes and preferences, location preferences, and add-ons/packages. By understanding how these factors influence your target market, you’ll be better equipped to create tailored experiences that keep guests coming back.
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Summarised Version
Continue scrolling down to read the detailed version
Elaborated Summary:
Understanding your target market is essential for ensuring your glamping site attracts the right guests. It provides them with the experiences they want. This guide has broken down key considerations to help you tailor your glamping offering based on budget, group size, location preferences, add-ons, seasonality, marketing, sustainability, and safety.
Budget Segmentation:
- High-budget guests expect luxury, privacy, and premium services. From private hot tubs and gourmet meals to exclusive adventure packages, they’re paying for an unforgettable experience.
- Medium-budget guests seek comfort, value, and well-maintained accommodations, with options like guided tours or communal activities to enhance their stay.
- Low-budget guests look for affordable, nature-based experiences. Basic yet comfortable glamping structures, shared amenities, and communal spaces are crucial to keeping these guests happy.
Group Sizes and Preferences:
- Couples look for intimate, private spaces with romantic settings.
- Families and small groups need functional spaces that provide privacy while also offering family-friendly amenities.
- Weddings, functions, and large gatherings require flexible glamping structures and communal spaces that can comfortably accommodate large groups.
Location Preferences:
- High-budget guests prefer secluded, scenic locations that offer privacy and stunning views.
- Medium-budget guests appreciate scenic but accessible sites near national parks or other attractions.
- Low-budget guests want convenience, with proximity to towns or shared spaces where they can enjoy nature without straying too far from amenities.
Add-Ons and Packages:
- High-budget extras include wellness retreats, private chefs, and unique adventure experiences like guided eco-tours.
- Medium-budget guests appreciate value-added services like guided nature walks or simple breakfast delivery.
- Low-budget guests enjoy fun, communal add-ons like DIY s’mores kits or group hikes.
Seasonality and Booking Patterns:
- High-budget guests book well in advance, particularly during peak seasons.
- Medium-budget guests often book during shoulder seasons to balance value with comfort.
- Low-budget guests tend to look for off-peak deals, booking last-minute trips to get the best price.
Marketing Strategies:
- High-budget marketing focuses on exclusivity and luxury, often via influencers, luxury magazines, or premium brand partnerships.
- Medium-budget guests respond well to social proof, testimonials, and value-based promotions on social media and through email campaigns.
- Low-budget guests are drawn to discounts and user-generated content and often book through deal-focused travel sites.
Sustainability Practices:
- High-budget guests expect eco-luxury—sustainable structures, renewable energy, and organic products.
- Medium-budget guests value energy efficiency and locally sourced products with a balance of eco-friendliness and comfort.
- Low-budget guests appreciate simple, cost-saving sustainability practices like reusable dishware and communal spaces.
Safety and Security:
- High-budget guests want discreet yet effective safety measures like gated access and on-site security.
- Medium-budget guests expect clear safety protocols, such as visible emergency exits and first aid kits.
- Low-budget guests prefer simple, transparent safety measures, like lockable doors and briefings on local hazards.
Detailed Version
Budget Segmentation: High, Medium, and Low
Understanding your guests’ budget is essential for tailoring your glamping experience. Not all guests seek the same type of stay, and budgets heavily influence their expectations.
High Budget ($500+ per night)
High-budget guests expect luxury, privacy, and exclusivity. They are looking for premium services, breathtaking views, and curated experiences. This group typically values attention to detail and comfort over price and is willing to pay top dollar for the perfect blend of nature and luxury.
Example 1: A couple celebrating their anniversary might book a high-end glamping site, seeking privacy and exclusivity. They would enjoy amenities like a private plunge pool, floor-to-ceiling windows with panoramic views, and an outdoor dining area where a personal chef can prepare a gourmet meal.
Example 2: A group of friends celebrating a milestone birthday might want a luxurious social setup. You could offer a premium glamping experience with multiple high-end pods or tents arranged around a communal space with a private bar, hot tubs, and curated experiences like guided wine tastings.
Example 3: A high-budget family might want a treehouse-style glamping structure with separate rooms, adventure experiences like private guided tours, and high-end furnishings to ensure everyone’s comfort.
Medium budget ($250-$500 per night)
Medium-budget guests seek a balance between comfort and affordability. They want a high-quality experience but aren’t willing to splurge on luxury. These guests appreciate thoughtful touches, shared amenities, and activities that offer value without the extravagant price tag.
Example 1: A family might book a well-maintained glamping tent near a popular attraction, such as a national park. The tent could include proper beds, a private deck, and access to communal facilities like a BBQ area. Guided nature walks or simple kids’ activities add extra appeal without pushing the price too high.
Example 2: Friends could rent a cluster of medium-budget glamping structures, such as safari tents, equipped with comfortable bedding, a private deck, and access to shared amenities such as a communal fire pit or outdoor kitchen.
Example 3: A couple looking for a romantic getaway might choose a glamping pod with a private deck, comfortable bedding, and access to a shared hot tub, providing a cozy and private feel without breaking the bank.
Low Budget (Less than $250 per night)
Low-budget guests are looking for simplicity and the ability to connect with nature on a budget. They prioritize affordable accommodations with basic but functional amenities, typically enjoying communal spaces and a laid-back environment.
Example 1: A young couple could book a basic bell tent with access to shared bathroom facilities and a communal kitchen. Their focus is on exploring the surroundings and enjoying simple pleasures like a campfire under the stars.
Example 2: A budget-conscious family might opt for a glamping structure that offers enough space for the kids, access to a play area, and nearby nature trails for free outdoor entertainment.
Example 3: A group of friends looking for a quick escape might choose basic glamping domes or pods near a hiking trail, with shared amenities like a communal fire pit and outdoor dining spaces.
Group Sizes and Preferences
Tailoring your glamping experience to the size and preferences of your guests is vital to providing a memorable stay. Different groups have varying needs, from couples seeking intimacy to large gatherings needing space and flexibility.
Couples
Couples, especially those in the high-budget bracket, often seek a romantic, private escape. The experience is about seclusion and intimacy, making small, cozy glamping structures with private amenities ideal.
Example 1: A high-budget couple might prefer a luxury dome set apart from other guests, with its own outdoor bath, panoramic views, and a romantic setting.
Example 2: A medium-budget couple could enjoy a well-decorated pod with a private deck, which provides intimacy while still offering access to shared amenities like a hot tub.
Example 3: A low-budget couple might be drawn to a more straightforward setup, like a bell tent with shared facilities, prioritizing proximity to nature and affordability over luxury.
Families and Small Groups
Families and small groups need space and versatility in their accommodation. For high-budget groups, multiple rooms or sections within the glamping site can provide comfort for both parents and children. In contrast, budget-conscious groups might prefer smaller setups with communal spaces.
Example 1: A high-budget family might opt for a large glamping structure with multiple rooms or separate areas for parents and kids. Offer child-friendly amenities like outdoor play areas or guided family hikes.
Example 2: Medium-budget families could choose a site that provides family-friendly communal areas like dining spaces and kids’ activities. Offering shared amenities like BBQ pits or communal gardens can encourage socialization while keeping costs lower.
Example 3: Low-budget families might appreciate larger but simple glamping tents with nearby communal areas where children can play, and parents can relax. Nearby nature trails or free local activities can be great for family bonding.
Functions, Weddings, and Large Gatherings
Large groups, whether for a wedding, corporate function, or social event, need space and flexibility. High-budget groups expect premium service and exclusivity, while lower-budget gatherings appreciate spacious, functional setups that facilitate social interaction.
Example 1: A high-budget wedding party might book multiple luxury glamping sites, each with premium amenities. The guests could stay in high-end tents or domes surrounding a central event space with catering and outdoor entertainment.
Example 2: A medium-budget corporate retreat might choose a more functional but comfortable set of glamping structures, providing space for meetings during the day and socializing at night. Shared spaces like outdoor kitchens or fire pits can encourage team bonding.
Example 3: A large, budget-conscious social group might book several simple, budget-friendly tents or pods with shared dining and communal spaces, such as an outdoor BBQ area or group picnic space.
Location Preferences: Secluded vs. Accessible
The location of your glamping site plays a significant role in the type of guests you attract. Guests may prioritize privacy, views, or proximity to attractions depending on their budget and expectations.
High Budget: Scenic and Secluded Locations
High-budget guests often want privacy and seclusion, seeking scenic locations offering peace, quiet, and natural beauty. The more remote the location, the more exclusive the experience feels.
Example 1: A cliffside glamping site with uninterrupted ocean views or a luxury dome deep in the woods where guests can enjoy stargazing and solitude is ideal for this group.
Example 2: An off-the-grid glamping retreat nestled in the mountains, with high-end amenities and breathtaking views, offering complete disconnection from daily life, would attract high-budget guests.
Medium Budget: Scenic but Accessible
Medium-budget guests want scenic locations but want to maintain convenience. They typically look for sites that offer easy access to nature and attractions without going too far off the grid.
Example 1: A glamping site near a popular national park or lake offers scenic beauty and accessibility to nearby attractions like hiking trails or a tourist-friendly town.
Example 2: A glamping site near a quaint village, where guests can experience the charm of the countryside but still enjoy access to local shops, restaurants, and cultural experiences.
Low Budget: Convenient but Nature-Filled
Low-budget guests often prioritize convenience over extreme seclusion but still want to experience nature. They appreciate locations that balance nature with nearby conveniences.
Example 1: A budget-friendly glamping site located near a small town or local attractions, such as hiking trails or a wildlife reserve, allows guests to enjoy the outdoors while staying close to amenities.
Example 2: A rural glamping village with shared facilities and easy access to a nearby national park or nature trails, offering budget guests the chance to experience the outdoors without being too far from civilization.
Add-ons and Packages
Offering tailored add-ons and packages can elevate your glamping experience, and different guests expect different types of extras depending on their budget.
High Budget: Luxury Add-Ons
High-budget guests seek luxury extras that enhance their stay, from personalized services to high-end adventure experiences.
Example 1: Offering a private chef to prepare meals for guests during their stay or a wellness package including massages and yoga sessions could attract high-budget guests.
Example 2: A private guided eco-tour, where guests can explore the local flora and fauna with an expert, followed by a gourmet picnic, might be the right touch for a luxury glamping experience.
Medium Budget: Value-Added Extras
Medium-budget guests are happy with thoughtful extras that add value to their stay without stretching their wallets too far.
Example 1: Offering a guided hike or nature walk included in the package and simple services like breakfast delivered to their tent or pod can make a stay more appealing.
Example 2: A morning yoga class in a scenic location or an evening stargazing session might be just the right added experience for medium-budget guests who want value-driven experiences.
Low Budget: Simple, Communal Experiences
Low-budget guests enjoy communal experiences and small touches that create memorable moments without adding significant cost.
Example 1: Providing a DIY s’mores kit for guests to enjoy around the communal fire pit or organizing group activities like a guided night hike can enhance the sense of community and adventure at your site.
Example 2: Offering a communal BBQ night or a small outdoor movie screening for all guests can turn a budget-friendly glamping trip into a fun, social experience.
Seasonality and Booking Patterns
Seasonality and booking patterns can significantly influence the types of guests you attract and when they choose to stay at your glamping site. Understanding how different markets book throughout the year will help you maximize occupancy and plan your offerings.
High Budget: Peak Season Guests
High-budget guests usually plan their trips far in advance and book during peak travel seasons when the weather is ideal, such as summer or during holiday periods. They expect premium experiences during the best times of the year.
Example 1: A high-end couple might book your luxury glamping site for an anniversary getaway during the summer. They’ll likely book well in advance to secure a prime location with the best weather and most exclusive services.
Example 2: Families looking for a memorable holiday vacation might book your glamping site during the Christmas break, expecting festive experiences like private holiday dinners or snow-based activities if the location allows.
Example 3: A group of friends might reserve a luxury retreat during the winter months for a skiing holiday, pairing a high-end glamping stay with adventure activities in nearby mountains.
Medium Budget: Shoulder Season Flexibility
Medium-budget guests are often more flexible with their travel dates. They can be drawn to your site during the shoulder seasons, such as spring or fall, when the weather is still pleasant but the crowds have thinned out. These guests are looking for value, and the slightly lower rates of these seasons work perfectly for them.
Example 1: A family might book a spring holiday at your glamping site to enjoy outdoor activities without the summer crowds. Guided nature walks or family-friendly events like scavenger hunts can be a hit.
Example 2: A group of friends may choose to stay in the autumn, enjoying the changing colours of the landscape and cooler temperatures while partaking in outdoor activities like hiking or biking.
Example 3: Couples who don’t need to adhere to school holidays may book in September to avoid peak prices while still enjoying warm weather.
Low Budget: Off-Peak Deal Hunters
Low-budget guests tend to travel during off-peak times when prices are lower, and availability is higher. They are often more spontaneous and book last-minute deals to save money.
Example 1: A young couple might book your glamping site for a winter escape, taking advantage of discounted rates and quiet surroundings, even though the weather might not be ideal.
Example 2: Budget-conscious families may book a stay during school breaks but opt for off-peak months like May or October to avoid higher peak season prices.
Example 3: Adventurers and solo guests might book during the off-season to experience nature in a quieter, more isolated environment, making the most of the serenity at a lower cost.
Marketing Strategies
Each segment of the market responds to different types of marketing. Tailoring your marketing strategy to your target audience will help you reach the right guests and increase bookings.
High Budget: Luxury and Exclusivity
High-budget guests respond well to marketing highlighting exclusivity, luxury, and unique experiences. Collaborating with luxury travel influencers, featuring your site in high-end travel or lifestyle magazines, and using direct partnerships with premium brands are effective ways to reach this audience.
Example 1: Partner with a luxury travel influencer to create a high-quality video showcasing the privacy, stunning views, and exclusive services your glamping site offers. This content can be shared on social media platforms like Instagram or featured in travel blogs.
Example 2: Feature your glamping site in an exclusive travel section of a high-end lifestyle magazine, highlighting its perfect getaway for affluent guests seeking privacy, luxury, and relaxation.
Example 3: Run targeted ad campaigns in luxury travel websites and magazines, focusing on experiences like gourmet dining, personal butler services, or private guided adventures.
Medium Budget: Value and Social Proof
Medium-budget guests are attracted to value-driven promotions and rely heavily on social proof, such as guest reviews and testimonials. Social media advertising, email marketing, and collaborations with popular travel blogs can help you reach this audience.
Example 1: Run an Instagram or Facebook campaign featuring real guest testimonials with stunning images of your glamping site, highlighting the comfort and value you provide.
Example 2: Collaborate with travel bloggers who cater to families or adventure guests. A detailed review of your glamping site on a popular travel blog could increase visibility and bookings.
Example 3: Offer seasonal promotions through your email list, including discounts or value-added experiences like guided nature walks or complimentary breakfast.
Low Budget: Discounts and User-Generated Content
Low-budget guests are always looking for deals and are heavily influenced by user-generated content and budget travel sites. Offering discounts, encouraging guests to share their experiences on social media, and partnering with deal sites can attract this audience.
Example 1: Run special offers on budget travel websites, such as last-minute booking discounts or midweek stay discounts to fill lower occupancy days.
Example 2: Encourage guests to post their experiences on social media using a branded hashtag. Offer a discount on a future stay for those who share photos or videos, creating user-generated content that attracts more guests.
Example 3: Partner with budget-friendly travel platforms like Groupon or Expedia to promote discounted stays or packaged deals.
Environmental Impact and Sustainability
Sustainability is increasingly important to guests, particularly those in the glamping market. Implementing eco-friendly practices and marketing them effectively can boost your appeal to different guest segments.
High Budget: Eco-Luxury
High-budget guests are willing to pay more for sustainability. Still, they expect eco-friendly practices to be seamlessly integrated with luxury. Renewable energy sources, organic products, and sustainably built structures are major draws for this market.
Example 1: Offer luxury tents built from sustainable materials powered by solar energy. Inside, provide organic, locally sourced amenities like eco-friendly toiletries and bedding.
Example 2: Create an eco-luxury package that includes a guided eco-tour of the local environment, educating guests about conservation efforts in the area.
Example 3: Highlight your site’s renewable energy efforts, such as wind or solar power, and offer sustainable dining experiences with organic, locally sourced produce.
Medium Budget: Balanced Sustainability
Medium-budget guests appreciate sustainable practices but are seeking a balance between eco-friendliness and comfort. Energy efficiency, local sourcing, and waste reduction initiatives are attractive to this group.
Example 1: Implement water-saving fixtures, energy-efficient lighting, and recycling options throughout your glamping site, and promote these efforts in your marketing materials.
Example 2: Offer meals made from local, seasonal ingredients as part of the stay, with the option to participate in a farm-to-table experience.
Example 3: Introduce a “leave no trace” initiative, where guests are encouraged to minimize their impact by recycling, composting, and conserving water during their stay.
Low Budget: Practical and Affordable Sustainability
Low-budget guests are often attracted to sustainable practices that also save them money. Simple, practical measures like reusable dishware and composting toilets are a good fit.
Example 1: Provide composting toilets and encourage guests to reduce their water consumption by using low-flow showers and sinks.
Example 2: To reduce plastic waste and promote eco-friendly behaviours, provide communal kitchen areas with reusable dishware and utensils.
Example 3: Promote carpooling or offer shuttle services to reduce the carbon footprint of guest travel and save guests money on transportation.
Safety and Security
Safety and security are key concerns for all guests, but different markets expect different service levels regarding safety. Offering clear, effective safety measures will build trust and ensure a worry-free stay.
High Budget: Discreet but Effective Security
High-budget guests expect discreet but robust safety measures. They want to feel secure without obtrusive security features.
Example 1: Provide 24/7 on-site security that remains behind the scenes, ensuring guest safety without interfering with their experience.
Example 2: Offer secure, gated access to your glamping site with personalized entry codes for each guest, giving them a sense of exclusivity and safety.
Example 3: Install discreet surveillance systems around the property that don’t detract from the natural beauty of the surroundings but still provide peace of mind.
Medium Budget: Clear Safety Protocols
Medium-budget guests expect visible safety measures and clear protocols that make them feel safe and prepared.
Example 1: Provide detailed safety guides in each glamping structure, including information on local wildlife, emergency contact numbers, and procedures for various situations.
Example 2: Ensure that fire extinguishers, first aid kits, and emergency exits are clearly marked and easily accessible to all guests.
Example 3: Offer a brief safety briefing upon guest arrival, covering essential information like the location of emergency equipment and procedures for contacting staff in case of emergencies.
Low Budget: Simple and Transparent Safety Measures
Low-budget guests appreciate straightforward safety measures that are easy to understand and follow.
Example 1: Provide lockable doors or secure storage options for each glamping structure, ensuring guests can keep their belongings safe during their stay.
Example 2: Clearly display safety signs around communal areas, including instructions for safely using communal fire pits or outdoor cooking facilities.
Example 3: Include a short safety briefing as part of the check-in process, ensuring guests are aware of local hazards (such as wildlife) and what to do in case of an emergency.
Conclusion
Ready to elevate your glamping business? Understanding your target market is key to creating a successful glamping experience, whether you cater to luxury guests or budget-conscious adventurers.
If you’re ready to learn more about tailoring your offerings to different types of guests or need expert advice on how to boost your business, subscribe to our newsletter for insider tips and practical advice.
Are you seeking personalized help to launch your glamping site or take it to the next level? Contact us today for a consultation, and let’s start planning the perfect experience for your guests. Whether you’re aiming for luxury or simplicity, we’ve got you covered.
