New research from Glampingstays suggests that demand for glamping vacations in the United Kingdom continues to create opportunities for farmers and rural landowners exploring agritourism as a way to diversify their operations.
The findings indicate that changing travel preferences, hybrid work arrangements, and demand for higher-quality accommodations are contributing to year-round interest in glamping, while guests continue to prioritize comfort and unique outdoor experiences.
The Glamping Trends Report, commissioned by Glampingstays and conducted by Trajectory, surveyed a nationally representative sample of 1,502 UK adults to examine travel preferences and consumer demand within the glamping market.
According to the report, six in 10 UK adults have either already taken a glamping trip or are planning one. The research also found that 68% of respondents want to explore more destinations within the UK, while 81% of Generation Z respondents expressed interest in taking a glamping vacation.
According to Farmers Guide, the report identifies 10 trends influencing the sector, including the continued growth of hybrid working, which enables travelers to take trips throughout the year instead of concentrating bookings during traditional holiday periods. It also points to expanding demographic interest, increased demand for specialized accommodations, and the growing importance of wellness-focused and experience-driven stays.
Among the most popular accommodation types identified by respondents were luxury treehouses, selected by 26% of participants, followed by yurts and bell tents at 24%, eco-cabins at 23%, and shepherd’s huts at 19%. The report suggests these accommodation types may present viable development options for farmers with available land or existing agricultural buildings suitable for conversion.
Joby Mussell, chief commercial officer at Glampingstays, said: “Glamping is a multi-million-pound industry with real opportunities for farmers. Given that the next five years will be transformative for agritourism, now’s the perfect time to get ahead of this demand.
“This latest data shows that people want to explore the UK, enjoy premium experiences, and they’re prepared to pay for that. Hybrid working and flexible schedules mean guests book year-round, whilst the report also shows that 76% of glampers would pay more for hotel-quality comfort like hot tubs, wood burners, and reliable Wi-Fi, meaning with the right amenities premium pricing is achievable.”
According to the report, 76% of glamping guests indicated they would pay more for accommodations offering hotel-style amenities, including hot tubs, wood-burning stoves, and dependable Wi-Fi connectivity.
The findings suggest that while guests continue to seek outdoor experiences, expectations for comfort and convenience remain high.
For campground owners, glamping operators, RV resorts, and other outdoor hospitality businesses, the research highlights the importance of aligning future investments with evolving guest preferences.
Operators considering new accommodations or property upgrades may benefit from evaluating premium amenities, flexible work-friendly features, wellness offerings, and distinctive lodging concepts that can appeal to a broader customer base throughout the year. As competition within the outdoor hospitality sector increases, understanding changing consumer expectations may help businesses prioritize capital improvements and diversify revenue streams.
The report’s findings were released as industry stakeholders continue to discuss the expansion of agritourism across the UK. The Global Agritourism Conference, held last month in Aberdeen, Scotland, brought together industry leaders and policymakers to examine the growth and diversity of agritourism worldwide.
During the conference, Mairi Gougeon MSP, cabinet secretary for rural affairs, land reform and islands, highlighted Scotland’s long-term strategy for the sector.
“Agritourism is not new in Scotland, but we believe we can build on decades of quality farm hospitality and food experiences to generate an even larger impact on the rural economy.”
Gougeon also noted that Scotland’s National Strategy to grow the value and scale of Scotland’s agritourism sector was launched in November 2021, with goals of increasing the value and profitability of agritourism by 2030 through the growth of both existing businesses and new market entrants.
The report and recent industry discussions reflect continued interest in agritourism as farmers and outdoor hospitality operators assess new opportunities to meet changing traveler preferences while expanding rural tourism offerings.