Travel Trend: Glamping Takes Off
When asked if I like camping, I always respond with “I love a good campfire…and a comfortable bed.” Hard ground, hot nights, and mosquitoes are not my favorite. But spacious tents outfitted with real beds, elevated s’mores by the campfire, and an abundance of outdoor games is another story.
Having recently camped with UnderCanvas in Acadia with the family, glamping is definitely my go-to. And apparently I’m not the only one. Travelers of all types are looking to get outdoors. This is driving a key travel trend in 2025: the desire to experience natural wonders including stargazing, the Northern Lights, migrations, etc. Expedia calls it the Phenomena-List.
As travelers seek out natural wonders, they want accommodations that give them a front row seat to these events. In response, it looks like glamping is sufficiently “in” for 2025 as the major hotel companies are growing their “nontraditional outdoor-centric lodging offerings.” Hilton has partnered with AutoCamp, Hyatt has partnered with UnderCanvas and Marriott has acquired Postcard Cabins.
So, what does this mean for your brand and marketing strategy? How can you leverage this trend to enhance the experience at your hotel, especially if your hotel is surrounded by urban development, not mother nature?
Amplify Your Access To Natural Wonders
To add the magic of mother nature to your hotel experience, find out what natural phenomena occur nearby and share information with guests. Offer recommendations for transportation, tips for viewing, and make it a thing (e.g. promote it on social media, get staff excited about it). Things like:
Horseshoe crab spawning in Delaware Bay
Starling murmurations in D.C.
Nightly bat flights in Austin
Bioluminescent plankton in Florida
Recreate The Feeling of The Great Outdoors
If real natural wonders still aren’t accessible, re-create “nature” activities in unexpected places and add outdoor amenity space. Outfit a “campsite” on an underutilized patio with firepits, ample seating, hammocks, blankets, and outdoor games. Sell or distribute s’mores kits and hot chocolate, position a telescope for optimal viewing, and have guitars available for spontaneous campfire jams.
