Glamping is now hugely popular across the UK coast and countryside and covers a diverse range of accommodation to cater for holidaymakers of all kinds; from those seeking rest and relaxation, a family break or an adrenaline experience.
With relatively little capital investment required and healthy returns, glamping has become a popular choice for many landowners looking to diversify. This industry can be a lucrative investment opportunity and importantly, a sustainable one. However, there are a number of considerations to take into account before setting up a glamping site.
SET UP CAMP - LOCATION, LOCATION, LOCATION
Successful glamping sites don’t just need to be in prime tourism spots; recently we’re seeing a change in consumer behaviour, with guests now booking their holiday based on the unique characteristics of the accommodation, with location being a secondary factor. The site needs to be accessible and in a secluded area, with attractive views of the surrounding countryside. The edges of woodland or beside water are extremely popular. It is important to ensure separation between the accommodation units to allow for privacy, whilst also allowing for access to communal services if you offer them.
YOU MAY NEED PLANNING PERMISSION
If you're intending to offer your site for more than 28 days a year (which you probably are), you'll need consent for change of use of the land for temporary or permanent structures. Planning permission is also required to install utilities on the site. As of October 2022, short term let properties, which include glamping structures, in Scotland will require to apply for a licence to operate.
CHOOSING THE TYPE OF BUILDING YOU'LL INSTALL
With so many options on the market, from yurts and log cabins to geodesic domes and shepherd's huts, it can be a confusing time picking the right type of guest accommodation. Bell tents & yurts are seasonal products and will need separate kitchen/bathroom facilities located close by, as well as usually requiring a base or deck platform. Opting for these structures means putting them up and taking them down again each season; you'll also have to clean the canvases regularly.
Accommodation that is unique, high quality and design led will attract the highest nightly rates and best year-round occupancy. Extra touches such as a log burner, wood fired hot tub, fire pit, or BBQ cabin and locally sourced, ethical and seasonal food hampers will add value.
DON'T FORGET THE EXPERIENCE
Travellers are looking for authentic experiences that are hard to find elsewhere. Recently there has been a massive spike in demand for outdoor experiences, allowing people to reconnect with nature, relax and get away from it all. Incorporating this into a glamping proposition will be essential in attracting new guests and retaining your regular ones. It’s important to define your USP's & competitor analysis will help identify potential gaps in the market and help you devise a pricing structure.
CREATE ADDITIONAL REVENUE STREAMS
Creating a visitor experience such as opening the doors of your farm to the general public, creating a kids play park or simply showcasing local crafts such as woollen blankets, furniture and ornaments may be an additional way to create revenue. A small tea shop can bring in a little extra revenue and can host local crafts and arts from other local small businesses and showcase homemade foods such as jams or chutney.
MARKETING
How to promote your glamping business when you don’t have potential customers walking past your shop window ready to be enticed is always going to be a challenge. So just how do you promote your services and attract more guests? Read our latest blog with a bit of insight into just how to do it..
If you manage your own marketing, an engaging website with a direct booking system is absolutely vital. The emphasis should be on good quality images and videos that showcase what you offer, as well as concise and interesting text. Social media is also key in attracting new interest and engaging with wider audiences.
In 2022, digital marketing plays a HUGE part of brand exposure. Whether you’re a multi-site glamping site or just a bijoux one, you will definitely benefit from the added boost of your business’ exposure online, as it's the main place people go to get their information.
If you want to use video as a means to reach out to your audience then you’ll need to make sure each video is optimized so you won’t waste time and effort. Promotions, regardless of size, cost you money so it’s important to make the most out of every penny. While a video is the most expensive to produce, it also guarantees the most returns, if done properly.
Who are you aiming to attract?
Who are you aiming at? Your demographic could be made up of singles, families, sports clubs/scouts or stag and hen parties and could vary in age from 18-80. Each comes with their own demands and requirements and you should consider the types of guests you want to attract by marketing your business accordingly.
Your target demographic will also dictate your price. Find a price point which targets the demographic you want to reach most. If your cabins are to be ultra-luxurious and aimed at wealthy families and couples, your price should be fairly high.
Make video your best friend
First and foremost, make sure that all images, videos, and music used in the promotional video are either yours, royalty-free or used with permission from the owner. There are also websites that offer royalty-free music, images, and clips for payment or credits. Make sure that every second of the video is filled with content that you have rights to so that you won’t end up with problems in the long run.
Promotional videos should be short and straight to the point. You need to make sure that the audience grasps the information quickly so that they can act on it before they lose interest. Optimize your video to hold the most important information within the first 8 seconds so that you can deliver everything on the get-go.
Your video length should also depend on the platform you’re trying to put it in. For example, in social media, a Facebook video should be between 2 to 3 minutes, an Instagram video, on the other hand, should be between 15 to 30 seconds. If you’re planning to do a full-length video promotion, publish it in your own website or through Youtube then create a shorter version for Snapchat, Instagram, Twitter, and Facebook.
Tell a Story
Creating a video is one thing, and making it interesting enough to watch is another. A lot of current advertisements use the power of emotion and experience to be relatable to their audience. If your video is not relatable, your client won’t last 5 seconds in your promotional video.
In order to be effective at telling a story, you should know your audience and see through their eyes. If you own a glampsite, most of your clients may be adventurous yet look for glamour in their campsite so make sure that you highlight all of the facilities that your customers would find interesting. Also, focus on the benefits of those facilities rather than the features as this means more to your potential viewers.
Teach Something New
People watch videos to be entertained or to learn something new. Try to tell your audience something new about your glampsite. For example, you can talk about new features in your glamping sites like new swings or a pet playground.
Building Accommodation options:
Camping Cabins provide a range of buildings including fully insulated Cedar Studio Lodges, Super wide Arch Glamping Pods, BBQ Huts and insulated, quirky cabins based on the traditional BBQ Hut style.
We can help with planning permission too.
Get in touch to find out more www.campingcabins.co.uk
0800 0448 418
https://www.inspiredcamping.com/promote-a-glamping-business-attract-more-guests/
