Company Share And Competitive Positioning: U.S. Glamping Market

Market Overview

The U.S. glamping market has grown rapidly in recent years, driven by consumer demand for unique, nature-based travel experiences that don’t compromise on comfort or convenience. Blending outdoor adventure with luxury amenities, glamping appeals to a wide range of demographics from affluent millennials and Gen Xers seeking experiential travel to families and older adults demanding hassle-free nature immersion.

Experiential travel is reshaping tourism, with an increasing number of travelers seeking meaningful connections with destinations. Regiondo reports that 89% of tourism service providers have noted a surge in demand for personalized and unique leisure experiences over conventional vacations in 2023. Glamping in North America has benefited from this trend, offering immersive and luxurious stays in nature, catering to travelers prioritizing experiences over traditional lodging.

Company Share Analysis, 2024

The Resort at Paws Up: The Resort at Paws Up has carved out a premier position in the U.S. glamping market by blending luxury ranch living with immersive outdoor adventure.

Key services: Luxury camping services such as pinnacle camp, river camp, tree haus, etc.

Key strategies: The resort leverages ultra-personalized services such as private chefs and guided outdoor activities, seasonal programming like culinary and wellness retreats, and strong storytelling around authentic Montana experiences to reinforce its luxury positioning and justify premium pricing.

Conestoga Ranch: The company is positioned as an affordable “easy-glamping” brand that broadens the market by appealing to families and mid-range travelers.

Key services: Grand couple tents, traditional tents, grand family tents, royal tent suite, etc.

Key strategies: Its success stems from flexible family-friendly packages, strong social media presence with visually appealing stays, and strategic alliances with regional tour operators to offer bundled outdoor experiences that drive longer stays and group bookings.

Capitol Reef Resort: It has a growing share in the Southwest glamping market, bolstered by its proximity to Capitol Reef National Park and its hybrid model of glamping tents, wagons, and traditional lodging.

Key services:King Loft Cabins, Two-Bedroom Cabin, Superior Double Queen Cabins, Superior King Cabins, etc.

Key strategies: The resort distinguishes itself through curated park-based experiences (e.g., stargazing tours), local farm-to-table culinary events, and aggressive geo-targeted digital marketing that capitalizes on national park travel trends and spontaneous bookings.

Ventana Big Sur: The company captures a dominant share of the coastal California luxury glamping segment.

Key services: Glamping services and amenities, etc.

Key strategies: Ventana thrives through sustainable infrastructure, premium wellness offerings like forest bathing and sound therapy, and by cultivating exclusivity via loyalty perks, limited-time experiences, and partnerships with high-end lifestyle brands.

Westgate Resorts: Westgate Resorts holds a leading share in the family-oriented glamping market by integrating luxury tent accommodations into its expansive resort portfolio across key tourist hubs. It’s one of the first major timeshare players to formally tap into the glamping trend.

Key services:Glamping Florida style, luxury glamping tents, luxe teepee, studio cabin, single and two-bedroom cabin, etc.

Key strategies:Westgate maximizes value by bundling glamping with traditional resort services (pools, shuttle access, dining), implementing dynamic pricing tied to demand cycles, and marketing to existing members with themed events that enhance family engagement and retention.

Strategy Mapping

New Service Launches:

The North American glamping market is undergoing significant growth, driven by innovative strategies that cater to travelers seeking luxurious outdoor experiences. New launches are prioritizing eco-conscious accommodations, unique locations near national parks and scenic landscapes, and curated amenities that blend modern comforts with nature. Additionally, partnerships with major hospitality brands and loyalty programs are making these experiences more accessible to a broader audience. By focusing on sustainability, adventure, and upscale design, glamping providers are redefining outdoor travel for a discerning and experience-driven market.

Market players involved in this strategy include Under Canvas, Philo, and Westgate Resorts.

Partnerships/Collaborations:

Partnership strategies are becoming a key driver in the growth of the North American glamping market, as companies collaborate with hospitality brands, outdoor adventure operators, and loyalty programs to expand their reach. These partnerships enable glamping providers to enhance their offerings, attract new customer segments, and create more accessible and memorable experiences. By aligning with well-established brands, glamping businesses are not only increasing visibility but also adding value through exclusive packages and loyalty rewards, fostering greater customer engagement and loyalty.

Market players adopting this strategy include Under Canvas and Hilton.