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Canopy & Stars, the leading curator of unique outdoor accommodation, has released its 2025 Glamping Market Report. The report looks at booking data from the UK’s leading glamping brand, as well as news from the wider industry, and reveals a significant shift in travel preferences towards wellness-focused experiences:
Key findings from the report include:
- Things are hotting up in wellness-centric travel: We’ve seen a growing trend among travellers prioritising wellness, simplicity, and spending time in nature; glamping has emerged as an ideal, transformative escape that aligns perfectly with this trend. One wellness trend going from strength to strength in the glamping world is saunas; traffic to our ‘saunas’ pages on Canopy & Stars is up 1500% in 2024 (vs 2023), with google searches for saunas peaking in 2024 too. We predict them to remain a firm feature of a nature break in 2025.
- Unique designs are in demand: There is an increasing desire for distinctive places that offer one-of-a-kind stays, even among budget-conscious travellers. This trend underscores the growing need for personalised guest experiences. Top-performing places on Canopy & Stars in 2024 were a double decker bus, a Roman-style fort and a magnificent treehouse.
- Shepherd’s huts are having a moment: Financial pressures have helped the resurgence of the shepherd’s hut. These small spaces tick a lot of boxes for consumers, being packed full of experiences and still expressive of their owners and locale while falling within a more modest budget. Canopy & Stars saw an 8-fold increase in new shepherd’s huts in 2024 compared to last year. In the past Canopy & Stars have rejected many uninspired shepherd’s huts and whilst selection criteria hasn’t changed, owners have upped their game, bringing a delightful creativity to designing and decorating small spaces.
- Expansion beyond traditional regions: Historically dominant in southern England, glamping is gaining traction in northern England, Wales, and Ireland, fuelled by a growing appetite for diverse, nature-rich locations. Canopy & Stars booking data shows demand is outstripping supply in northern England, with requests for summer weekend bookings far exceeding the capacity of places that exist to fulfil them and Yorkshire making its first appearance in the top three regions searched on our site.
- Switched on travellers: Overtourism hit the news in 2024, and consumers are beginning to demand alternatives to traditional accommodation in overstretched destinations. While glamping is, in many respects, the answer they’re looking for, it cannot afford to rest on its laurels and must work to drive the whole travel industry towards a more sustainable future. Initiatives such as Canopy & Stars Overtourism Policy and Green Journey Gift Cards help consumers who are looking to reduce the impact of their holidays.
Despite challenges such as adverse weather conditions and political events affecting summer bookings in 2024, the glamping industry continues to grow and is well-positioned to meet the evolving demands of conscious consumers seeking meaningful, low-impact travel experiences.
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