A new article from Horwath HTL Spain highlights the growing maturity of Europe’s outdoor hospitality market, driven by a blend of increased consumer demand, constrained supply, and rising institutional investment.
Once considered a rustic or seasonal alternative, outdoor stays—from traditional campsites to luxury glamping—are now central to the continent’s evolving tourism offering.
The piece penned by Horwath HTL’s Philip Bacon and Antoni Cuadrada, published on 4Hoteliers, cites data from Grand View Research, noting that Europe’s glamping market reached US$1.22 billion in 2024 and is projected to grow to US$2.08 billion by 2030, reflecting a compound annual growth rate (CAGR) of 9.5%.
France led the market with US$281.6 million in 2024 and is forecasted to reach US$457.1 million by 2030.
While the COVID-19 pandemic accelerated interest in open-air accommodations, the shift has proven durable.
A Hosteltur report cited in the same article noted a 107% year-over-year increase in glamping bookings in Spain, underscoring the growth of nature-based lodging options beyond emergency-era travel trends.
The supply side remains constrained. France, for instance, has lost 1,600 campsites since 2000. Of the 7,460 remaining, only around 4,000 are considered high-performing, according to Horwath HTL.
This limited availability, often a result of strict zoning and environmental regulations, has allowed top-tier operators to maintain premium pricing and occupancy.
Operators are responding with targeted development and reinvestment.
Spanish startup Kampaoh, which began with just €45,000 in 2016, now operates more than 3,500 glamping units across four countries.
France’s Huttopia has expanded its operations to over 130 sites in nine countries.
Meanwhile, Wecamp in Spain, backed by Meridia Capital, has revitalized more than 15 legacy campsites into sustainable, modern outdoor resorts.
Traditional hotel brands are also making strategic entries into the outdoor space.
Marriott acquired Postcard Cabins and partnered with Trailborn in 2024 to expand its offerings in the nature-based accommodation sector.
Hilton entered the market through a collaboration with AutoCamp, offering boutique glamping near national parks.
Meanwhile, Hyatt extended its reach with a partnership with Under Canvas, integrating upscale outdoor properties into its loyalty program.
Accor is experimenting with Flying Nest, a mobile hospitality concept utilizing shipping containers, signaling broader interest in modular, flexible accommodations.
Beyond diversification, these moves indicate a deeper shift in guest preferences toward sustainability, wellness, and authentic travel experiences.
The alignment of outdoor hospitality with these values is driving long-term changes in how major brands approach product development and portfolio expansion.
Investor confidence is following suit.
In one of the sector’s most notable recent transactions, the Abu Dhabi Investment Authority (ADIA) acquired a significant minority stake in European Camping Group from PAI Partners.
Announced in 2025 and pending regulatory approval, the deal reflects growing institutional confidence in the sector’s resilience and profitability.
Spain, in particular, is seeing increased consolidation and capital deployment.
Companies including HolaCamp, Taiga, and Meridia Capital are leading modernization efforts, with over €600 million in planned investments. Projects range from new glamping developments in Peñíscola to eco-sustainable builds in Tarifa, led by developer Altanea.
These efforts mirror a broader European trend toward high-quality, experience-driven outdoor accommodations.
For operators and investors in the outdoor hospitality industry, these developments present a dual opportunity: capitalizing on sustained demand while meeting evolving consumer expectations.
With a constrained supply environment and growing brand and investor interest, outdoor accommodations are poised to remain a key component of Europe’s tourism economy.