Imagine an industry where customers pay luxury prices for a product that costs barely more than the land it sits on
Today we have a special issue from guest contributor Erin Poeta, who’s going to shine a big light on the glamping industry.
If you’re unfamiliar, “glamping” is basically luxury camping in decked-out tents, cabins, or domes. There’s lots of momentum in the “experiential hospitality” space right now, and some decent investment pouring in.
For example, Marriott recently announced its acquisition of Postcard Getaways, a network of ~1,200 tiny cabins immersed in nature across the US. And companies like Posh Outdoors are now raising capital for even more upscale projects.
For the past five years, Erin has been slinging high-end event tents and related gear across Canada. Recently, she just acquired the US operations of her manufacturer — exciting stuff.
In today’s issue Erin explores:
- An overview of the glamping industry
- How demand grew so fast (i.e., Millennials go crazy for this stuff)
- Glamping’s favorable unit economics (low costs, premium experiences, luxury margins, easy upsells)
- A look at the world’s big players and best glamping destinations
- Key challenges for glamping owners
- Alternative opportunities in the space
Let’s explore 👇
This issue was co-written by Stefan and Alts community member Erin Poeta. Erin is the President & Owner of CanvasCamp North America, a global leader in canvas and event tents. Since 2005, CanvasCamp has supported glamping businesses of all sizes — from backyard retreats to boutique resorts. Erin’s background also includes green building — a key consideration for many glamping destinations — as well as private investing.
Table of Contents
Glamping: New word, long history
Glamping, a blend of “glamorous” and “camping”, is a booming industry blending outdoor adventure with upscale convenience.
But while the term itself is new, the concept of luxurious outdoor accommodations goes back to ancient Rome and the Ottoman Empire.
If there were ever a gold standard for over-the-top tent living, it would be the Field of the Cloth of Gold — a jaw-dropping diplomatic spectacle in 1520, where France’s Francis I and England’s Henry VIII tried to outdo each other.
In 16th-century Scotland, the Earl of Atholl famously prepared grandiose tents for King James V’s visit to the Highlands.
By the ealry 1900s, European explorers were bringing refined comforts to African safaris and untamed Indian wildernesses.
Today, glamping blends the rugged appeal of camping with the indulgence of high-end amenities. It lets travelers reconnect with nature without sacrificing comfort.
How big is the Glamping market?
The global glamping market is currently valued at ~$3 – 3.5 billion and is poised for decent growth, with projections suggesting a CAGR of around 10-12% over the next decade.
While Europe and the UK were industry pioneers, North America now represents 43% of the market share as of 2023, with the US poised for 12.8% annual growth.
What’s driving the Glamping boom?
Several factors are driving the glamping boom. As you can guess, covid obviously played a huge role.
During the pandemic, the number of households participating in camping increased dramatically.
The trend was most pronounced in the US, where the Kampgrounds of America (KOA) North American Camping Report found that the percentage of US households that went camping in 2020 increased by 14% YoY.
Glamping resonates especially well with those new to camping, or families who find traditional camping too daunting (you need skills, equipment, preparation, etc.). It’s a comfortable, lower barrier to entry.
Is it any wonder why glamping has become popular among Millennials and Gen Z?
- Unique, authentic, Instagrammable: Unlike hotels, glamping offers distinctive stays that feel more personal and memorable. With visually stunning accommodations and beautiful natural backdrops, it’s perfect for social media.
- Eco-friendly by design: Between solar power, and composting toilets, glamping resorts adopt sustainable practices almost by default.
- Sense of community: Glamping sites often encourage social interaction through building campfires, offering a sense of togetherness that’s missing in hotel stays.
What are the world’s most successful Glamping sites?
Today’s glamping accommodations are as varied as the landscapes they inhabit, ranging from canvas bell tents and safari wall tents to futuristic geodesic domes, treetop hideaways, and tiny off-grid cabins.
While there are countless examples of successful glamping ventures, a few stand out for their unique approach and remarkable growth.
The Secret Garden Glamping UK
The Secret Garden Glamping UK started as a backyard project and evolved into a five-star glamping experience.
It all began during the first lockdown of 2020 when founder Derry Green built a simple deck for him and his family to camp under.
Over time, he expanded the setup, and by the end of the lockdown, he had constructed what would become the iconic glamping pod.
It wasn’t long before people began reaching out, asking if they could rent it out. Though it seemed surreal, he listed the pod on Airbnb, and it was quickly fully booked out for the next two years.
Today, The Secret Garden Glamping UK operates 14 units, with plans for a new addition in 2025.
So what’s the secret to the Secret Garden’s success?
A few key things stand out:
- Unique luxury experience: Instead of replicating traditional hotel suites, they created a unique, exceptional glamping experience — complete with gardens, hot tubs, and saunas.
- High margins: The industry already has high margins. To make them even higher, they cut out the middleman by moving off Airbnb early on
- Mastering marketing: They’re a marketing powerhouse. With over a million followers across social media, they generate massive intrigue with every new launch.
Postcard Cabins
Postcard Cabins, formerly known as Getaway, was founded in 2015 with the mission of providing simple escapes to nature. The concept offers guests a chance to disconnect, relax, and enjoy time with loved ones in natural settings.
The company was created by Jon Staff and his college friend Pete Davis, inspired by Staff’s experiences growing up in rural northern Minnesota and his later burnout from a demanding startup job.
The company has grown to 29 locations across the US and expanded to a staggering 1,200 cabins+, hosting over 2.4 million guests.
Some reasons for their success:
- All locations are within two hours of major cities/airports
- Dog-friendly accommodations
- Modern, minimalist design with private bathrooms and full kitchens
Although not explicitly stated by Postcard Cabins, their success can likely also be attributed to the scalability of their cabin model, offering only 1- or 2-bed units with the same amenities across all locations.
This approach is likely to have made it easier to replicate across multiple locations, ensuring brand consistency and operational efficiency through standardized units.
In December 2024, Postcard Cabins was acquired by Marriott — the company’s first foray into the outdoor hospitality market. More on this below.
Under Canvas
Founded in 2012, upscale outdoor accommodation pioneers Under Canvas has emerged as a leading player in the US luxury glamping industry.
The company began with a single camp in West Yellowstone and has since expanded to 13 safari-inspired locations across the US, eventually becoming a $100m+ company (more details on them later).
Several key factors contributed to their rise:
- Piggybacking on National Parks: Under Canvas carefully selects sites near popular national parks, providing guests with easy access to places they were going already.
- They strike the right balance: The company offers safari-inspired tents with hotel-quality beds, ensuite bathrooms, and wood-burning stoves.
- Sustainability: Under Canvas designs its camps to have minimal environmental impact, using as much water and power as a single residential house for an entire 100-person camp.
- Diverse offerings: Beyond accommodation, the company provides event services and sells its unique tents, diversifying revenue streams
- Strategic partnerships: They do smart collaborations with brands like West Elm and Lululemon to enhance their reach.
In 2018, Under Canvas was sold to private equity group KSL Capital for over $100m+.
Glamping’s favorable unit economics
Luxury pricing, minimal costs
Hospitality typically has massive barriers to entry, but glamping doesn’t. And this is precisely what makes it so attractive.
Startup costs can be shockingly low:
- Land acquisition: Buying or leasing land can be very affordable, and the model of leasing land is becoming more popular.
- Structures: Glamping structures range widely in price. But canvas bell and wall tents can cost as little as $1-5k, while pods or tiny cabins range from $10-20k.
This is fraction of the average cost to build a motel room ($75k) let alone 5-star hotel room ($600k) — which is fascinating given then glampsites often fetch higher prices than hotels!
For example:
- The Secret Garden Glamping averages $356/night (£287/night)
- Postcard Cabins averages $175/night
- Under Canvas charges upwards of $600/night for a 4-person tent
But that’s just the base price.
Glamping sites can charge a premium for extra experiences:
- Adventure excursions
- Dining, food & alcohol
- High-margin essentials like bug spray and sunscreen
This all means glamping businesses can get a higher ROI compared to traditional hotels. Payback periods are incredibly fast, often within a season or even just a few months, depending on the setup.
Plus, glamping resorts are adaptable: they can expand, relocate, or adjust to market changes with relative ease, reducing investment risks.
Case study: Secret Garden Glamping
Secret Garden Glamping UK started with just £60,000 of personal funds for their first glamping site at their Mole Hall location. They expanded organically through revenue growth and a £250K loan from their county’s financing program, Rosebud.
Over time, they developed a total of 14 glamping sites, for a total investment of £750k. Each subsequent unit cost just £50K, including all infrastructure costs, and had a payback period of just three years.
By late 2023, they leveraged retained earnings and secured an additional £100,000 from Dragon’s Den’s Deborah Meaden for a 5% equity stake to purchase La Mancha Hall for £1.62 million, adding one higher-end unit.
The numbers speak for themselves:
- Their first site generates £890k annually, with a net profit of £489k (55% margin)
- The second site grosses £1.6m and nets £850k (53% margin)
- Altogether, they’re pulling in about £1.5m in net operating cash —thanks in large part to an astounding 106% occupancy rate
Not bad for a backyard startup!
Mergers, acquisitions, and transformations
Under Canvas was founded in 2012 with just $40,000 borrowed from friends and family. After some initial struggles, within five years the founder had expanded to four locations, collectively generating $3 million in EBITDA.
They then raised $16 million in capital (a mix of equity and mezzanine debt), expanded to seven locations, and lifted revenue up to ~$13m/year.
Seven years later, Under Canvas sold to KSL Capital Partners. While the exact figure isn’t disclosed, it’s inferred that the sale price was likely between $110-120 million, representing a 7-9x multiple on the company’s revenue at the time.
Since acquiring the company, KSL Capital Partners has continued to fuel its growth, including a $25 million investment in 2022. In 2024, they partnered with Hyatt to grant loyalty members access to its now 13 US locations.
More recently, Marriott sent ripples through the industry in December with its acquisition of Postcard Cabins. While price details have yet to be revealed, this move signals that glamping is going mainstream.
According to Way’s 2025 Experiential Hospitality Trends Report, Hilton notes that 60% of travelers—especially millennials—prioritize booking with a single brand to maximize loyalty benefits. In response, Marriott, Hilton, and Hyatt now allow travelers to redeem loyalty points at sought-after outdoor destinations.
Finally, Best Western announced their entry into the glamping market by partnering with Utah luxury glamping resort Zion Wildflower. This will be the first property in Best Western’s “Explorer Series” — a new business unit they want to expand to 200 locations.
When even a lower end hotel like Best Western is seeing the need to diversify into the outdoor hospitality space, you know things are getting interesting…
Getting into Glamping: How to invest
Like any startup, glamping entrepreneurs face significant hurdles. Biggest on the list are navigating complex zoning, permitting, and regulatory challenges.
Financing
Securing financing is another big challenge here. Remember, what sets glamping apart is the need to buy land — and this part often requires creative solutions.
Outdoor hospitality investor Matt Whittermore highlights some interesting financing structures for buying existing campgrounds and RV parks. If these options aren’t viable, glamping entrepreneurs can explore equity raises as an alternative. It won’t fit all VC models, but it should fit some.
Experiential hospitality funds
As glamping continues to grow in popularity, I expect more travel, leisure, and hospitality-oriented funds to invest in glamping operations, much like KSL Capital Partners did with Under Canvas. Investors are increasingly drawn to the sector for its strong returns and alignment with the rise of authentic, nature-driven travel experiences.
One of the easiest ways to get involved is by investing with existing experiential hospitality groups — like Avenir Hospitality. Avernir is currently seeking glamping sites to acquire for 3-5x revenue and targeting a ~10%+ proforma cap rate, comparable to many small-to-medium hotels across the US.
Glamping startups raising now
There are also a few active raises on WeFunder in the glamping industry:
- Posh Outdoors: Posh Outdoors creates luxury glamping units at iconic properties and shares the revenue with landowners. They are currently raising capital for their upcoming project, SkyRidge Glamping in Kananaskis, Alberta, where they’re renting 6 acres of government land. Check out their deal page here.
- Roam Beyond: Offers lodging in the most unique, off grid, and isolated areas in the US to provide deep and meaningful experiences in nature.
Alternative paths
Some other paths to consider:
Start with your own property
Host glamping stays on your property as an additional income stream. Platforms like HipCamp, The Dyrt, PitchUp, and GlampHub make it easy to reach adventurous guests. Just be sure to check local zoning regulations before pitching those tents.
Create a destination
For a more ambitious start, acquire or lease land to develop a full-scale glamping experience. Unique concepts like Outpost X in Utah show the potential for creativity in this space.
Outpost X offers an off-grid “cinematic experience” where guests can rent wardrobes to embody one of 20 invented desert characters, with add-ons like sand cruisers, clay cave spas, and game rooms (would we call this “glarping”?)
Go mobile
Bring the glamping experience to guests’ properties with a mobile glamping business.
Pop-Up BNB in the USA, for instance, provides turnkey glamping setups for weddings, events, and parties, while Alpen Glamping in Edmonton, Canada, specializes in boutique rentals designed to elevate outdoor occasions.
Flip old campgrounds
Turn underperforming campgrounds — or those owned by retiring baby boomers — into thriving, sought-after glamping destinations.
For example, Matt Whittermore has successfully flipped three U.S.-based campsites (for insights into his approach, check out his Substack).
Other hospitality investment groups, such as Avenir Hospitality, are actively seeking glamping businesses or opportunities to diversify their portfolios.
Land leasing
If you have extra land, leasing it for glamping operations can generate passive income. Companies like Glampitect help match landowners with glamping entrepreneurs, offering resources to maximize your site’s potential.
Tap into expertise
Resources like Glampitect and Sage Advisory can guide you through design, permitting, and operational strategy, whether you’re starting a single site or a multi-location business.
The glamping industry thrives on creativity and personalization. With the right mix of vision, resources, and execution, you can create an experience that stands out—and turn this trend into a lucrative business opportunity. ⛺
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That’s it for today.
Come chat with me in the Alts community!
See you there, Erin
Disclosures
- This issue was co-written and researched by Erin Poeta and Stefan von Imhof.
- This issue was sponsored by Boxabl
- This issue contains no affiliate links.
- Neither Alts nor Altea has any current holdings in any companies mentioned in this issue
