A family-run glamping business in Hay-on-Wye has been named among the UK’s Nation’s Favourite Businesses for 2026 as part of the annual Small Business Saturday campaign.
By the Wye, founded by Stephen Salter and Dawn Farnworth in 2020, was selected following a nationwide search for independent businesses to feature in this year’s campaign. The glamping business will be included in the countdown to Small Business Saturday, which takes place on December 5, 2026.
Located on 10 acres of ancient woodland overlooking the River Wye, By the Wye offers six safari tents designed as off-grid accommodations. The business positions its offering around a combination of environmental sustainability and higher-end glamping, with the tents constructed among the trees.
For outdoor hospitality operators, the recognition highlights how smaller accommodation businesses can differentiate themselves through a combination of setting, accommodation design, and sustainability positioning. By the Wye’s operating model also reflects the continued use of off-grid and nature-based accommodation as a way for smaller properties to create a distinct guest proposition without relying on a large accommodation inventory.
Farnworth told Nation Cymru that the business was influenced by the couple’s experiences while cycling in Europe, where they encountered different forms of nature-based accommodation.
“To be named one of the Nation’s Favourite Businesses for 2026 is an incredible honour for us.
“We started By the Wye glamping because, on our cycling adventures in Europe, we experienced some unique and wonderful places to stay in nature and decided to bring them home.
“This award from Small Business Saturday is a huge milestone for us and inspires our team to keep pushing the boundaries of sustainable luxury glamping.”
Small Business Saturday UK is a campaign focused on promoting independent businesses and encouraging consumers to spend locally. The initiative originated in the United States in 2010 through American Express before being introduced in the UK.
Michelle Ovens, director of Small Business Saturday UK, said the businesses selected for this year’s campaign reflect a range of sectors across the country’s small-business economy.
“This year’s Nation’s Favourite Businesses are a true representation of the UK’s most-loved small businesses.
“From independent, family-run cafés and local restaurants, to makers, services and traders, they showcase the incredible diversity of the UK’s small business community.
“We know how important small businesses are and the challenges they face, so as we kick off this year’s Small Business Saturday campaign, we’re urging the public to get behind them during the most critical trading quarter of the year.”
Dan Edelman, UK Merchant Services general manager at American Express, said two businesses selected for the campaign will also receive grant funding to support future growth.
For glamping and campground operators, the campaign provides another example of how independent outdoor accommodation businesses can use their local identity and operating model to build recognition beyond traditional tourism channels.
With Small Business Saturday scheduled for December 5, the timing also places participating businesses within the key year-end trading period, when operators can use increased visibility to support bookings, gift sales, partnerships, and other revenue opportunities.
