Why Traditional Hospitality is Silent Even Ignorant on Glamping (and Why They Should Listen)
Let make it clear, Glamping is not attractive to everyone, mainly because ignorance of what is real glamping (contraction of Glamour camping), and the large gap between the cheapest camps and the high-en luxury tented resosrts.
In the dynamic landscape of hospitality, Glamping continues to perplex industry insiders. While the allure of glamorous camping has captivated first adventurers and now eco-conscious travelers looking for premium nature experience alike, traditional hospitality remains hesitant to embrace this booming market. This article explores the reasons behind this reluctance and makes a compelling case for why traditional hospitality should reconsider and invest in glamping as a complementary offering in their green marketing strategies.
Despite a real green-washing, it is obvious that sustainable practices, as farm-to-table dining and energy-saving features are becoming the new hospitality must-haves. Yet, Glamping the nature-and eco-friendly focused lodging option curiously totally absent from most traditional conversations and other hospitality summits.
A deafening silence surrounds glamping in the halls of luxury hotels. Why the radio silence? Here’s a breakdown of the reasons, and let’s just say ignorance, conservatism and maybe a hint of arrogance might be playing a part:
- Brand Identity Blues: Established hotels have meticulously crafted an image of themselves as bastions of luxury – think opulent lobbies, high-thread-count sheets, and impeccable service. Glamping, with its canvas tents and emphasis on rustic simplicity, seems like a jarring departure from this carefully curated brand identity. Some hoteliers might fear that acknowledging glamping could dilute their brand image, suggesting they can’t provide a truly luxurious experience unless guests are ensconced within four permanent walls.
- Competition Concerns: Some hotels might view glamping as a direct competitor, especially if they already cater to nature lovers. Acknowledging glamping could be seen as giving their potential rivals a platform.
- Specific Skills: Setting up and maintaining glamping accommodations requires skills and competences particularly about the maintenance of the accommodation using unconvential materials. Hotels might be hesitant to dedicate resources to a new venture with an uncertain return on investment (ROI).
- The Impermanence Enigma: Glamping sites often have a temporary feel, whereas luxury hotels project a sense of permanence and solidity. This disconnect might not resonate well with their established clientele.
- The Ignorance Barrier: Ignorance further compounds the issue, as traditional hospitality chooses denial over learning and adaptation. A majority of Hospitality investors and professionals are not even aware about Glamping.
Rather than embracing glamping as a chance to diversify their offerings and attract new demographics, many established hospitality brands turn a blind eye to the data and industry trends that clearly indicate the fast growing demand for immersive outdoor experiences. This ignorance not only limits their potential for expansion but also hampers their ability to stay relevant in an increasingly competitive market. - Structural issues within organizations: It often comes from a disconnect between owners, operators and general managers regarding the integration and management of glamping offerings. Owners may view glamping as a trendy but uncertain investment, hesitant to commit resources without clear assurances of profitability and long-term viability. Operators, tasked with overseeing the day-to-day operations, may struggle to balance the unique demands of outdoor accommodations with traditional hospitality services. General managers, responsible for on-site management, may face challenges in reconciling the expectations of owners with the realities of delivering new exceptional experiences to guests in a glamping setting. This lack of alignment often leads to fail to propose new attractive experiences across the organization’s portfolio of offerings.
- A certain Conservatism: Hospitality brands, grounded in the familiarity of hotels and resorts, may view glamping as a departure from the conventional model, challenging their established norms and practices. The emphasis on opulent amenities and structured environments may clash with the rustic charm and back-to-nature ethos of glamping, leading to skepticism and reluctance to integrate such offerings into existing portfolios. This conservatism against glamping reflects a broader hesitance to deviate from established norms and adapt to evolving consumer preferences, hindering the industry’s ability to capitalize on the growing demand for unique, nature-centric experiences.
- A Touch of Arrogance? Traditional hospitality, with its grandiose hotels and opulent resorts, often looks down upon glamping and tented resorts as temporary and catering to a small market. Some traditional hoteliers might struggle to accept that a simpler, more nature-focused experience could hold value for their guests. This behavior blinds industry leaders to the immense potential of glamping, leaving them entrenched in outdated paradigms of luxury and permanence. Instead of recognizing the evolving preferences of modern travelers, traditional hospitality dismisses glamping as a passing trend, missing out on a lucrative opportunity for growth and innovation.
This silence might be a costly mistake. Glamping offers a wealth of potential benefits for traditional hotels and why they should embrace glamping and how to do it right. But how do hotels ensure they’re creating the right kind of glamping experience to complement their brand and attract new guests? This is where partnering with a company like Domeo Glamping Solutions can be invaluable to imagine and develop complentary Glamping offers adapted to the existing portfolio.
Major Players Are Making Moves: Despite traditional hospitality’s reluctance, major industry players are already making significant investments in the glamping market. Marriott International‘s acquisition of Collective Retreats and Hilton Worldwide‘s partnership with Under Canvas are just two examples of hospitality giants recognizing the potential of glamping and tented resorts. Anantara resorts proposes Bubbles Airdomes in its famous Chang Rai Jungle Resort in the wild with its Elephant Sancturary (starting +1.000 usd/night) . These strategic moves highlight a shift towards embracing the changing preferences of travelers and capitalizing on the allure of nature-centric experiences.
Why Embracing Glamping: Investing in glamping offers traditional hospitality numerous benefits, including expanded audience reach, enhanced sustainability credentials, and revenue diversification. By offering unique, eco-friendly accommodations amidst breathtaking natural landscapes, traditional hospitality can attract a new generation of travelers seeking authentic, unique and immersive experiences. Moreover, embracing glamping allows hospitality brands to differentiate themselves in a crowded market and carve out a distinct identity that resonates with environmentally conscious consumers.
In conclusion, the reluctance of traditional hospitality to embrace glamping comes from a combination of factors conservatism and ignorance. However, as industry trends continue to shift towards sustainability and experiential travel, the case for investing in glamping becomes increasingly compelling.
By accepting and recognizing the untapped potential of glamping, traditional hospitality can position themselves as leaders in the evolving landscape of sustainable tourism. It’s time to bridge the gap and seize the opportunities that glamping presents for growth, innovation, and differentiation.
Want to learn more how Glamping can generate more revenue for your porperties?
Author: Thierry Tombelle – Founder of Creativ’ International, Domeo Glamping Solutions, Glampstay Tents
Contact: tt@creativ-intl.com
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