The Europe glamping market was valued at USD 861 million in 2022 and is projected to reach USD 1.72 billion by 2028, growing at a CAGR of 12.23% during the forecast period. The UK remains the largest glamping market, but Eastern and Central European countries are the most dynamic. Belgium, Croatia, and Slovenia are some of the emerging glamping destinations that are breathing new life into the glamping market in the region. This is largely because tourism is important for some countries' GDP growth.
Glamping has witnessed dramatic growth in the recent decade due to awareness and desirability and is becoming a mainstream phenomenon. Camping is, at present, a social living experience that allows reconnecting with nature while participating in wellness services and adventure activities at campsites, which have a positive impact. This paved the way for many luxurious camps, attracting families, eco-sensitive professionals, and deep-pocket consumers. It is outdoorsy but does not require customers to rough it, which has become its primary appeal. Glamping combines functionality and aesthetics; hence, it appeals to luxury travelers. Staycations are becoming popular, even among glamping enthusiasts. This has also widened the camping changes to a previously untapped market into luxurious accommodations.
WHY THIS REPORT?
This report provides
- A thorough insight into the structure and size of each industry segment.
- An Analysis of several micro-market indicators considering growth factors, market prospects, and strategic contribution to the market.
- Overviews of top manufacturers/marketed products, pipeline analysis, clinical trial analysis, competitive landscape, vendor profiles, mergers & acquisitions.
- Provide strategic planning, such as comprehensively understanding consumer behavior, competitors, new product development, geographic market expansion, and merger & acquisition pipelines.
- Insights to formulate effective sales and marketing strategies by understanding the competitive landscape and analyzing various competitors' performance.
- Identifies emerging players with potentially strong product portfolios and creates effective counter strategies to gain a competitive advantage.
Evolving Luxury Expeditions
Glamping is largely targeted at luxury travelers with complex demands, which cannot be met by approaching them through their preference to travel by business class or gilded rooms. It leans more toward curious travelers looking for personal enrichment, meaningful journeys, and transformative moments that leave an impact beyond their journey. Curious travelers demand everything to be taken care of for their in-curating expeditions. Thus, they are typically like an evolved regular traveler; however, the precision expected of these “bespoke experiences” is extremely high, and they have the financial resources to go for them.
Diversity in Habitat Styles and Levels of Luxury
Glamping started offering luxury accommodations in the great outdoors, providing a five-star hotel experience in a nook with exposure to wilderness and extreme human comfort. Glamping tents are in a circle, fitted with some practicalities that were not a part of camping, with campfires in the center. However, over the last couple of years, it has begun serving as a conduit to a range of experiences while including various levels of luxury and styles of habitats, touching guests to different degrees.
Wellness and Well-being Vacations Gaining Ground
From being a status symbol restricted only to the well-off, the idea of wellness and well-being has been democratized and is within reach of the larger society. There is a new sense of identity-related to well-being, which is increasingly valued in contemporary culture. This is largely due to digital overload, which has left consumers distracted. Hence, consumers are trying to detoxify from their digital frenzy and reclaim their time for personal growth, harmony, and well-being.
Increasingly Common Passive Holidays
As wellness has become increasingly attractive, it also drives relevance for passive vacations. Busy work schedules and 24/7 connectivity have created the need for relaxing and unwinding, making vacations imperative. The idea of always being productive with time is slowly becoming more diffused among those with a strenuous job.
Expensive Builds is one of the Major Restraints
Glamping is expensive as it falls in the luxury category. This opens many opportunities for hoteliers to generate up to 50% more revenue than their regular, six-star concrete rooms. Construction costs decrease by 50% in some cases, specifically where these tented accommodations are integrated into the existing infrastructure. However, they are still not simple to build and can go far beyond affordability. This is mainly because glamping resorts are ultra-luxury accommodations and are extremely popular, while mid and low-range glamping is less popular.
INSIGHTS ON ACCOMMODATION
The treehouse accommodation market will witness the highest CAGR from 2022 to 2028. Cabins to contribute major revenue share in 2028. Camping in cabins is witnessing an overall growth in traditional camping and glamping. Cabins have been around for a long time and have been considered a novelty. But they are the most common form of tents used for family camping.
Recently, tree houses have found commercial success on a large scale, and the new generation tree houses demonstrate a non-conformist and outlandish feel. These forms of accommodation are becoming highly desirable in glamping accommodation forms.
INSIGHTS BY LAND OWNERSHIP
Glampers and glamping companies largely depend on public lands for a luxury outdoor experience. Given that public lands in Europe offer a variety of outdoor experiences, from waterfalls to paddling to white water rafting, they are among the most visited—the public land ownership to witness significant incremental growth during the forecast period.
INSIGHTS BY AREA
Farm stays/agritourism is witnessing a second wave. Immersive glamping at cattle ranches, vineyards, and farms is trending. From shepherd huts in Yorkshire, UK, to vineyards in Tuscany, Italy, these accommodations are proliferating in number as owners seek to create a second line of revenue. Vendors in the Europe glamping market offering experiences such as ‘pick your own’ vegetables and fruits and cattle ranch activities are expected to benefit. The rural camping area market is expected to witness a revenue of more than 1.4 Billion by 2028.
INSIGHT BY SIZE
Couple glamping has been the most popular form in the Europe glamping market. As couples across various life stages are traveling more than ever, glamping is featured as an important part of their time together. Adult-only campsites have mushroomed rapidly over the years. The 2-person camping type will dominate the market in revenue and is expected to grow at the fastest CAGR in the next six years.
INSIGHTS BY END-USER
Glamping is witnessing high demand as it works well as a multi-generational trip. During the forecast period, the consumer segment will hold the largest revenue share in the Europe glamping market. Parents are apprehensive of extreme digital exposure that limits their children's outdoor activities. This pushes the idea of spending more time exploring nature and driving demand for glamping. This is particularly high among avid millennial families with young children who cannot participate in adventurous activities.
The France glamping market was valued at USD 284.99 million in 2022. A diverse landscape, cuisine, and culture characterize France. Nearly 9,000 campsites in the country reflect the diversity, offering everything from urbane holidays to wild forests to shore camps, along with a growing number of luxury pitches. French clientele accounts for about two-thirds of campground traffic, with the rest coming from foreigners. The number of international tourists visiting Spain has surged over the last half of the decade despite political uncertainty, separatist tensions, and militant attacks largely because of security concerns in other destinations such as Turkey and Egypt. Camping and glamping, thus, have a huge fanbase, and glamping in rural areas of Spain is on the rise. Spain is to witness a significant CAGR in the next six years.
The Europe glamping market remains highly fragmented. Bushtec Safari, Sawday’s Canopy & Stars Ltd., Eco Retreats, Huttopia, and Wigwam Holidays are the key vendors in the European glamping market. One of the key vendors, Bushtec Safari, is involved in conceptualizing, creating, designing, manufacturing, and supplying canvas luxury tents, camping tents, and accessories catering to various resorts, luxury lodges, safari camps, and game reserves. It has also catered to celebrities and royalty. It offers standard, customized tents and operates as a Canvas and Tent Group brand. It is headquartered in Atlanta, Georgia, US, and has its tents manufactured in its factory in Ladysmith, South Africa.
Recent Developments in the Europe Glamping Market
- In 2022, Huttopia, one of the key vendors, acquired two glamping resorts- the Village Doñarragan Park in Hinojos (Huelva) and the El Berguedà campsite in Guardiola de Berguedà (Barcelona), marking the group's admittance into the Iberian Peninsula.
- In 2023, Brokkestøylen, a resort in the Norwegian mountains, won the Luxlife Hotel & Restaurant Award for southern Norway. The resort offers luxury eco pods and a glass restaurant serving local and regenerative food. It is located at an altitude of 600 meters in Setesdal, is a UNESCO heritage site, and is surrounded by rivers, forests, and mountains.