New report unveiled during the Top 10 Guest Magnets: The Must-Have Amenities That Drive Bookings and Revenue session at Glamping Show Americas 2025 revealed that one in three guests say a pool is “very important”—so important, in fact, that they will not book a stay without one.
The findings were presented during the session led by moderator Whitney Scott of Walden Insights, with panelists Anne Howard of HoneyTrek, Kathleen Walsh of Outdoor Hospitality Group, and Dan Invergo of Northgate Holdings.
Pools—whether simple stock tanks, compact plunge pools, or expansive water playgrounds—emerged as the most decisive amenity.
The discussion also underscored that other well-planned investments, from fire pits to saunas, can deliver equally strong returns when executed strategically.
The data showed that 56% of guests described a private patio with a fire feature as their ideal amenity, while 46% said an upgraded outdoor kitchen was central to their perfect experience.
Pools and hot tubs were named by 42%, alongside spa services, which also attracted 38% of responses.
“Customers say a pool is very important […] they are not booking without it,” Scott explained.
Panelist Kathleen Walsh also noted that operators often underestimate the financial returns associated with pools and wellness features.
“A lot of clients push back on pools with me when I’m doing their construction budget. They don’t understand how important they are,” Walsh said.
“So it’s very important, and you and [the] owners will think, ‘but I can’t charge for that’. Well, yes, you can. It’s in your average daily rate, so you add into your average daily rate because you have that amenity,” Walsh added.
Examples from the field reinforced the point. Howard described a Wyoming property that lacked the land to build a pool but instead created a rock-lined swimming hole along a river that delighted guests.
Others pointed to creative alternatives, from saunas to unique water experiences, that not only enhanced guest satisfaction but also extended the operating season.
Luxury accommodations also featured prominently in the data. Forty percent of guests said luxury was a must for their ideal outdoor hospitality experience.
When reporting on the definition of luxury, 71% identified premium furnishings such as high-quality beds, fireplaces, and designer décor, while 31% pointed to spa-like bathrooms.
Twenty-three percent wanted private hot tubs or pools, 20% preferred fully equipped kitchens, and 20% said unique or scenic accommodations like treehouses or domes were central to their decision-making.
Another 17% highlighted pet-friendly luxury touches.
Walsh stressed the importance of not cutting corners on beds and linens. “I would never put an uncomfortable mattress in one of my units.”
“I like the 10-inch memory foam—it’s a good price point. You can’t go wrong with the comfort level,” she said. “Invest in quality Linens and quality mattresses because it matters.”
Bathrooms were also described as an important amenity. Howard emphasized that outdoor showers and well-designed communal bathrooms can deliver both guest satisfaction and revenue.
“There’s something that’s a total thrill to an outdoor shower, and that’s the cheapest thing you can put in. It’s exciting, a sensory experience,” she said.
The conversation also turned to food and programming as magnets for both bookings and repeat visits.
Invergo explained that food service plays an essential role in remote destinations.
“Food service is a big amenity, especially being in a remote location—not having those places to go and the destinations to eat, and being able to bring that to our guests,” he said.
Adventure amenities such as ziplines, ropes courses, and Alpine coasters were also cited as both revenue drivers and marketing tools that bring in new visitors.
During a lightning round, panelists identified the “wow factors” that can set properties apart. Howard suggested designing sunset viewing platforms with fire pits and blankets to create lasting memories, while Walsh pointed to spa services as a high-value differentiator.
Invergo also emphasized themed programming—from family activities to adult-oriented experiences like mixology classes and sip-and-paint sessions—as crucial for return visitation.
“Theming is very big for us. That brings a lot of people back,” he noted.
Modern Campground is covering the Glamping Show Americas 2025, which concludes today, highlighting the event’s focus on evolving amenities and guest experiences in the glamping industry.
Featured image by Brian Searl/Modern Campground