When it comes to online travel agencies, glamping accommodations are often tucked away in the shadow of traditional camping. For Sven Schuurmans, co-founder of Glampings.com, that gap represented both a challenge and an opportunity.
“We started like four years ago and noticed that glamping was mostly like a part of a platform,” Schuurmans said in an interview with Modern Campground at Glamping Show Americas 2025.
“This specific type of accommodation can use a known platform. Where people can really search and filter on.”
Building a Dedicated Platform
Glampings.com launched with a singular purpose: to become a curated booking site for glamping travelers. Today, the platform is available in seven languages and continues to expand its listings.
Schuurmans credits the team’s strong online marketing expertise and commitment to booking efficiency as competitive advantages.
“We really have a good online marketing team, and they focus on improving the smoothness of the booking,” he explained. “That’s what we work on every day.”
Holiday Parks Driving Growth
Unlike in the United States, where standalone glamping resorts are often developed from scratch, Schuurmans pointed out that European holiday parks and campgrounds are the driving force behind glamping’s growth.
“They transform their camping spots into glamping spots because the investment is very low, “he said.
“So you see a lot of growth in glamping accreditations at the existing holiday parks and campgrounds, and it’s also an advantage with the permits. So, because they don’t have to have a specific permit to start something new.”
This model allows operators to diversify their offerings quickly and cost-effectively, an important consideration for campgrounds weighing the return on investment.
Demand for Diversity and Concept-Driven Stays
While conversions fuel growth, Schuurmans stressed that the future of glamping will demand more than a row of identical safari tents.
“And I think it needs to be, and it will be, more diverse. You can already see this at the Glamping Show—the different types of accommodations. People need something unique, something Instagrammable,” Schuurman added.
He pointed to innovations showcased at Glamping Show Americas—from treehouse resorts to Estonia’s striking Mirror Suite—as evidence that diverse, design-led concepts are shaping traveler expectations.
Looking Ahead
Technology is another area Schuurmans believes will shape the sector. Glampings.com already integrates AI-driven processes to improve booking and operational efficiency.
“AI is, of course, very interesting. We make use of AI a lot, like within our system. With processes, and we really see it as an opportunity. But also, we’re really curious where AI is going to,” he told Modern Campground.
Modern Campground is on the ground at Glamping Show Americas 2025 to cover the innovations and insights shaping the luxury camping industry. The event, held at the Arapahoe County Fairgrounds in Aurora, Colorado, concludes today (Oct. 1).
Featured image by Brian Searl/Modern Campground