Upsticks, a glamping business based at Brays Farm in Birtsmorton, Worcestershire, has submitted plans to Malvern Hills District Council to replace two of its safari tents with purpose-built holiday lodges.
The site, which has operated for a decade, currently offers family-oriented glamping experiences in three safari-style tents.
The proposal outlines a transition from canvas accommodation to more permanent structures, stating that “these new lodges will provide both an improved guest experience and also extend the current holiday season.”
A decision on whether the development will go ahead rests with the council, according to the Malvern Gazette.
Upsticks, founded by Charlotte and Steve, has built a reputation as a family-run retreat offering safari tents equipped with kitchens, wood burners, and outdoor hot tubs.
The business has also catered to group bookings, families, and dog owners. Recently, operational leadership has shifted to the founders’ son, Haydn, and his partner, Paige, who are steering the business into its next phase.
For industry professionals, the move reflects a broader trend in outdoor hospitality where operators are balancing traditional glamping experiences with more durable infrastructure to meet evolving guest expectations.
Purpose-built lodges not only improve comfort levels but also help extend the operational season beyond the limitations of canvas structures, potentially increasing revenue stability.
For caravan and camping park owners, the Upsticks development highlights a strategic choice: investing in semi-permanent or permanent structures can support long-term business resilience, particularly in regions with variable weather.
The proposal also underscores the importance of diversification within the sector, as sites seek to cater to a wider demographic while retaining the atmosphere that originally drew guests.
If approved, the lodges at Upsticks would replace two of the three existing tents, leaving one safari tent in place. The council’s decision will determine how this established glamping operator adapts its offering for future seasons.