The Glamping Brief Newsletter – Issue #4– November 2025
In This Article
Editorial
The glamping industry is entering a phase of strategic maturation. The era of novelty has passed; guest expectations are now focused on the quality and exclusivity of the experience, transforming simple accommodation into a true destination.
The data is clear: the cost of acquiring new customers is rising, making loyalty and the optimization of Average Revenue Per Existing Customer (ARPC) absolutely crucial. The market is increasingly sensitive to verifiable ecological impact and the personalization of offers.
The core message for operators is to turn constraints into competitive advantages. Invest in long-term sustainable solutions that reduce operational costs (renewable energy, water management) and use this approach as a powerful marketing tool. The digitalization of the customer experience (smooth booking, mobile concierge) and the integration of wellness areas are the major levers to justify premium pricing and secure your place in this demanding market.
Selling a well-designed, eco-friendly getaway is the new standard for future profits.
Thierry Tombelle – Consultant – contact@thierrytombelle.com
NUMBER OF THE MONTH
48%
This is the proportion of guests who cite a certified environmental approach (use of recycled materials, low carbon footprint) as a decisive factor in choosing their stay in 2025, highlighting the power of “Green Marketing.”
MARKET INSIGHTS
The Rise of Generation Z: The young adult segment (20-30 years old) is growing rapidly. They seek “Instagrammable” experiences, short 1-2 night getaways, and a strong social or environmental commitment from the operator. They favor “digital detox” activities.
Growth Geography Asia-Pacific: (particularly Thailand and Australia) is the new growth engine, driven by increased local and international demand. Vietnam rise fast but the offer style keep based on cheapo comfort despite rising prices. The area has been hit by several typhoons particularly in the center and the north of the coutntry. In Europe, Germany and the Nordic countries stand out for the rapid adoption of ready-to-use and all-season structures.
Leading Segment Luxury: Stilt Cabins and Tiny Houses are gaining ground on Domes. They offer a superior sense of privacy and architectural design, highly sought after by couples without children. The ease of interior customization is a major asset.
EQUIPMENT & TECH
The Choice of Bio-based Materials: The use of untreated local wood, hemp, or wood wool for insulation is a major differentiation criterion. The number of construction companies and architects develop new systems premanufactered at the factory participating actively in proomting the use of eco-material and sustainable construction process.
2026-2027 Innovations: Integrated UV-C air purification systems in air conditioning and ventilation units are becoming a premium standard. Wireless charging pads for smartphones integrated into bedside tables and smart lighting with chromatic variation (to simulate natural light) are the next expectations. The Breeze Air-Conditioning system continues to be popular for its silence and optimized consumption, essential for isolated sites running on solar power.
Technical Must-Haves:
- Energy management systems (lithium batteries, solar panels) for increased autonomy.
- Hypoallergenic Premium Bedding and anti-mite materials.
- Secure storage solutions for electric bikes and sports equipment.
- Dedicated mobile application (check-in/out, service ordering, concierge).
- High-quality drinking water filtration systems in each unit.
Equipment ROI Integrating high-end heating/cooling systems (like Breeze AC) allows the season to be extended by an average of 6 weeks, generating an increase in annual gross margin revenue of +12%.
TECHNICAL POINTS
Landscape Integration and Biodiversity The preservation of local ecosystems is now a requirement, not a choice. The use of native plants for landscaping and the establishment of buffer zones around accommodations reduce visual impact and can speed up permit acquisition by 20%.
Regulation New regional directives focus on the resistance to extreme weather (wind, snow) of structures, making technical certifications (Eurocode) more important than ever.
Operational Optimization
Target Annual Rental Yield: 18% to 25% for sites offering wellness services.
Cleaning Time: The use of washable floor coverings and water-repellent materials can reduce heavy cleaning time by 30 minutes per unit.
Target Loyalty Rate: Aim for 30% repeat customers through a personalized reward program.
BUSINESS ALERTS
Major Trend “Wellness Glamping” (yoga retreats, forest spa, private Nordic baths) is the highest-earning segment, with an average spend per stay 40% higher than the sector average.
Pricing Strategy Yield management based on local events (festivals, sports competitions) maximizes revenue. Offering a last-minute upgrade at D-7 via push notification is an effective tactic.
Seasonality: Develop “Workation” offers (remote working stays in nature) with guaranteed Wi-Fi and dedicated workspaces. This can fill weekday gaps in the off-season, increasing occupancy by +25% during these periods
TIP OF THE MONTH
Monetize ARPC with Wellness: Offer a “Premium Sleep Package” (organic pillow mist, silk sleep mask, local relaxing herbal tea) as an optional add-on. This is a simple, high-margin way to increase average revenue per customer (up to +$25 per stay).
SECTOR AGENDA
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November 11 – 13, 2025: Recreatie Vakbeurs, Hardenberg, Netherlands (Recreation Trade Show, Benelux focus)
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November 15-16, 2025: International Glamping and Unusual Accommodation Show, France
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November 26 – 28, 2025: Camp & Glamping Expo, Tokyo, Japan
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Spring 2026: Launch of the new European standard for Carbon Certifications for outdoor accommodations.
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Sept 30 – Oct 1, 2026: Glamping Show Americas, Aurora, Colorado, US (Largest North American B2B event
SOURCES
🔗 SOURCES
Global Wellness Institute – Wellness Tourism Report European Glamping Association – Customer Expectation Survey 2025 Glamping Business Magazine – B2B Equipment Focus Research and Markets – Asia-Pacific Luxury Glamping Analysis Expert Interviews
NEED SUPPORT OR INFORMATION?
In search of liable and accurate information or developing a project of glamping?
I support you or your Team all along the process to make safe decision from feasibility to delivery and operations:
- Feasibility study
- Sourcing, technical and design assistance
- Operational setup support
- Project development and site support
- Workshops, Team support, speaker
- Brand representation
Direct contact: contact@thierrytombelle.com
Phone: +84 (0) 941 50 20 20
The Glamping Brief – Newsletter
Monthly edition for professionals, consultants, investors and operators
Next edition: November 2025
Stay inspired, informed, and ready to durably develop your project.
Thierry Tombelle Consulting
Support services, Business Representation, feasibility study, project support, tenting design, equipment sourcing, eco-solutions, technical and tropicalization assistance.
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Written by : Thierry Tombelle
Entrepreneur, I founded and developped some brands and companies in France, Canada and Vietnam. Specialized now in innovating Glamping solutions, tenting for events and popup spaces, I share my expertise as Consultant and speaker, Creative and Technical Project Manager, Coach and Trainer. I support projects for both local and international companies for short missions and long term projects as well.
