Glamping is experiencing a growing success, positioning itself as a significant segment in the outdoor vacation industry. Not very popular before 2019, glamping “exploded” during the pandemic (2020-2021), attracting many camping novices drawn by its unique appeal. Although the post-Covd phenomenon has normalized, the number of enthusiasts remains higher than in the pre-pandemic period.
This evolution of glamping is the focus of the fourth edition of the Camping & Outdoor Hospitality Glamping Report 2024 by KOA (Kampgrounds of America), an American franchise of privately-owned campgrounds with over 500 locations in the United States and Canada. KOA’s report confirms the growing interest in glamorous camping: according to the data collected, a third of new campers tried glamping in 2023, and 80% of first-time glampers expressed a desire to repeat the experience. This is a phenomenon worth watching closely, as it opens up a new clientele to attract and retain.
Glampers: young and tech-savvy
KOA’s report reveals the profile of glampers. The most notable aspect is that they are generally younger and more tech-savvy campers: glamping primarily attracts Generation Z (21% of glamping travelers versus 17% of traditional campers) and Millennials (33% vs. 30%). This makes them more technologically adept travelers compared to other campers, with 51% reporting using AI to plan their trips and placing high importance on the security management of digital apps.
Glampers are also more likely to work while traveling: 36% reported always (10%) or occasionally (26%) working during their trips, compared to 28% of traditional campers. Consequently, the availability of Wi-Fi is an important factor when choosing where to stay.
For 4 out of 10 glampers, glamping also offers a safer environment than other forms of camping, which is a significant factor in their choice. The sense of security stems not only from the glamping environment but also from their skills and knowledge, such as having the right equipment and knowing how to use it or being able to perform essential outdoor tasks like starting a fire.
Regarding accommodations, the preferred choices among glampers are bungalows (29%), followed by canvas tents (18%), and tiny houses (15%). Although glampers appreciate staying at campgrounds that offer glamping accommodations (42%), almost half (46%) prefer staying at locations designed exclusively for glamping.
Seeking unique experiences
Glamping has also transformed the very concept of outdoor hospitality. While immersion in nature remains essential for both traditional campers and glampers, the latter expect more: beyond greater comfort, they seek higher service levels and assistance in planning activities. They highly value human involvement in their outdoor experience, such as having a readily available staff.
The goal of glampers, like traditional campers, is to relax, slow down, recharge, and live simply during their vacation. However, more than other campers, glampers seek unique experiences. They tend not to stay in the campground but rather interact with local communities, learn about their traditions and culture, and explore local cuisine. There is a stronger drive to engage with the surrounding environment.
Glampers particularly choose trips that include natural events (57%), culinary tourism (40%), all-inclusive resorts (30%), agritourism (25%), and wellness (22%). Additionally, compared to other travelers, glampers are more comfortable with solo travel: 27% have done it before and plan to do so again in 2024.
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