A Derbyshire-based glamping operator has reported increased bookings following a televised appearance and recent industry recognition, underscoring the potential impact of national media exposure and sustainability-led positioning on small-scale accommodation businesses.
Jane Deville, 53, launched Oh Deer, Yes Deer and No Deer near Ashbourne in 2022. The three luxury pods are set in a rural location and are positioned around a herd of deer kept on site.
In October 2024, the business was filmed for Channel 4’s Four in a Bed, with the episode airing in late 2025. The properties went on to receive the Best Value for Money accolade on the programme.
According to Deville, the period following the broadcast brought a noticeable uplift in interest and bookings. Over the past 12 months, the three pods have recorded 146 bookings through Sykes Holiday Cottages, welcoming around 300 guests in total. The operator attributed part of this performance to the exposure generated by the programme.
Jane said: “Taking part in Four in a Bed was a big decision for us, but winning Best Value for Money and seeing the response since the programme aired has been incredibly rewarding.”
”The increase in interest and bookings really showed us how much people connect with what we offer – from the setting, to the deer right outside the pods, to the standards and care we put into every stay. We’re proud of what we’ve built and excited to keep improving the experience for our guests.”
In addition to the television recognition, the site received awards through Sykes Holiday Cottages’ Gems Awards. Oh Deer secured gold in the Best for Sustainability category, while Yes Deer and No Deer received bronze awards in the Best for Walking and Best in Peak District categories, respectively.
Across the site, Deville has implemented measures aimed at reducing carbon impact and protecting the surrounding countryside, aligning the business with growing consumer interest in environmentally responsible travel.
James Shaw, Chief Commercial Officer at Sykes Holiday Cottages, told the Buxton Advertiser: “Oh Deer, Yes Deer and No Deer are a fantastic example of how a unique concept, combined with excellent guest service, can drive strong demand.”
”Jane’s flexible approach to short stays, ongoing investment in the pods and focus on creating a memorable experience have all contributed to the business’s success, and the exposure from Four in a Bed has only strengthened its appeal to holidaymakers.”
Looking ahead, Deville has secured planning permission for two additional pods, including one designed to improve accessibility. She and her husband are also converting an agricultural shed into a dwelling to allow them to live on site.
For business owners in the outdoor hospitality sector, the case highlights how a combination of distinctive product positioning, third-party distribution partnerships, sustainability credentials, and mainstream media exposure can contribute to brand visibility and occupancy growth.
It also illustrates how televised features, while not guaranteed to deliver results, can serve as a catalyst when supported by operational standards and ongoing investment.