A growing number of UK homeowners and landowners are continuing to enter the glamping sector as demand for outdoor accommodations and rural tourism remains strong several years after the pandemic-era travel boom. Industry operators say the trend is being driven by a mix of lifestyle goals, diversification strategies, and the search for additional income streams ahead of retirement.
Jen Smart, a conservation charity manager based near St Andrews, Scotland, is preparing to launch her glamping business, Eco Huts Fife, in August after spending the past several years developing the project. Smart purchased her property five years ago and said she initially did not know how to use its large walled front garden.
Now 53, Smart said the business is intended to provide supplemental retirement income while aligning with her sustainability interests.
“I love my job and the organization I work for, but I work to live life to the full,” she said.
Although she does not plan to retire immediately, Smart said she hopes to stop working before age 60 and viewed glamping as a way to diversify her finances while making use of her property.
Her site will initially open with one shepherd’s hut, with two additional units planned. The accommodations will include solar panels, battery storage, and electric vehicle charging points. Smart also plans environmental improvements across the site, including a pond and wildflower meadows.
“Everything will be nicely spaced, and each hut will have a solar panel and battery, and there will be electric car charging points,” she said.
Smart estimates she has invested around £70,000 so far, with total project costs expected to reach approximately £100,000 once all three huts are operational. She said planning permission represented one of the most challenging aspects of the process, with approximately £14,000 spent on studies, applications, and specialist consultants.
Industry operators note that planning approval remains a significant hurdle for many new glamping developments in the UK, particularly as local authorities scrutinize environmental impact, infrastructure, and land-use changes. Businesses entering the sector must typically secure both planning consent and change-of-use approval for tourist accommodations.
Smart said a feasibility study projected that the business could recover its investment within two to three years if occupancy reaches 50%.
“With Smart planning to charge £100-£150 a night (depending on season), her feasibility study suggested that with 50pc occupancy, she should get her investment back within two to three years,” according to the study findings she referenced.
Elsewhere in England, Somerset-based glamping operator Vicki Jones said growth in the sector has required operators to continuously reinvest in facilities and guest experiences. Jones launched Tractors & Cream in 2017 with two yurts on family land after relocating from Surrey.
“We didn’t know what to do with it, but as we had met working in a hotel, we thought why not turn it into an ‘outdoor hotel’,” Jones said.
Since opening, the business has expanded to six geodesic domes alongside event facilities, outdoor kitchens, children’s amenities, and an honesty shop. Jones said approximately £250,000 has been invested into the site over time, although profits are still being reinvested into the business.
“It can be pretty depressing ploughing all the profits back into the business, and it often feels like I’m working for nothing,” she said.
Operators across the sector say guest expectations have evolved significantly in recent years. The Glamping Industries Trade Association estimates there are now around 5,000 glamping sites operating across the UK, increasing competition among operators. Many sites now incorporate wellness-focused amenities such as saunas, hot tubs, and en-suite bathrooms to justify premium nightly rates.
“People want a ‘wellness’ space, and they’ll pay extra for that,” Jones said.
At the same time, some operators believe simpler accommodation models can still succeed if paired with a strong location or clear market positioning. Charlotte Cleveley, who operates The Apple Farm near Stratford-upon-Avon, said her business focuses on privacy, scenery, and an off-grid camping experience.
“You need to have a point of difference, and ours is our location – it’s truly stunning,” she said.
For outdoor hospitality professionals, the experiences shared by these operators highlight several ongoing trends shaping the UK glamping market in 2026. These include continued demand for sustainability-focused accommodations, increasing pressure to differentiate through amenities or experiences, and rising operational complexity tied to planning, marketing, and reinvestment.
Operators also emphasized that digital marketing and social media engagement are becoming increasingly important as the sector matures and competition intensifies.
“My main focus is marketing,” Cleveley said. “Gone are the days where you can pop a tent up and register with an online travel agency and be full.”
Despite operational challenges, operators interviewed said the sector continues to attract entrepreneurs seeking flexible lifestyle businesses connected to tourism, hospitality, and outdoor recreation.
“It’s a lifestyle business. It’s got to work for you and you need to enjoy hosting,” Jones told The Telegraph.