‘Glamping’: Experiencing the Great Outdoors in Luxury

A new crop of luxury accommodations and high-end restaurants in U.S. national parks is  appealing to wealthy clients with an interest in this country’s natural wonders.

This new trend has been dubbed ‘glamping’—and it’s becoming yet another niche market for travel agents to sell.

Glacier National Park this year has already broken its record for the largest number of visitors—and there are still a few months left in 2014. Other national parks, including Yellowstone, are also seeing increased attendance this year.

The more affluent and discerning are seeking out these and other national parks.

But they want an experience that involves more than just camping, according to Bruce Sawyer, CEO and president of Touch the Southwest, a Flagstaff, Ariz. Virtuoso agency.

Adventure by day—luxury by night
Sawyer has seen a major change since he started planning camping tours in 1996.

“We don’t get [calls for camping trips] that much anymore,” he said. “People want to go out during the day and don’t mind getting sweaty, but at night they want to go back to a nice hotel and eat at a nice sit-down restaurant.”

Connecting with nature
According to Caroline B. Wood, a western North America specialist with Brownell Travel In Birmingham, Ala., “It [glamping] is a nice way for city slickers to connect with nature in a way they are more comfortable with.”

These clients are more likely to be novices at rafting, horseback riding and rock climbing, but they wither want to experience these adventures or are open to the suggestion.

“Saying you went to Jackson Hole is great, but saying you went to Jackson Hole and went rock climbing with your family in the Grand Tetons adds excitement and allure,” said Wood.

“Nearly everyone that goes on a trip I’ve planned says it is the best they have ever had because it is different [than their usual vacation].”

Vacationing close to home
Around 2008 with the recession in full swing, clients who would otherwise look to Europe or Asia began considering domestic excursions, Sawyer said.  

The trend has continued as the U.S. economy has recovered, other agents agreed.

“When the economy tanked, I was busier than ever,” Wood said. “I think that is what prompted more interest in domestic travel and that particular trend continues; people realize there are adventures to be had closer to home.”

Authentic experiences
Agents also said luxury adventure trips create authentic experiences that clients don’t get in more traditional luxury vacations.

“People are tired of the same old, same old tired destinations and want to do things on their ‘bucket list’ before they can’t,” said Deborah Trevino, of Hobson Travel, a Virtuoso agency in Naperville, Ill.

“I have seen more people wanting safari-type adventures where they are out in the wild with nature to experience their surrounds, and not just visit them.”

Increased spend
Upscale, full-service resorts are rapidly opening in the Southwest and West, a direct result of an increase in high-spending travelers.

“Spending is higher for these trips than it used to be— I think people saw a domestic trip as a ‘little’ trip and they would really spend on the Europe trip,” Wood said.

“Now, they are making these trips to iconic western destinations a priority for the year so they want to get it right.”

At the same time, clients still want the same amenities they experience at home.

“Since so many of my clients live near a city and work in a city, they like to get out and be away from all the trappings of everyday life that they have to deal with,” said Trevino.

“But they still want pampering, like a good bed, indoor shower and bathroom.”

How to attract newbies
The difficult part of breaking into the glamping niche for many agents involves convincing luxury travelers to take more of a risk with their vacations.

“Most of my clients have not yet tried many of the adventure activities, and some weren’t even thinking of doing more adventurous things until we start working together,” said Wood.

“I had a client tell me he specifically enjoyed bonding with his wife over new and exciting activities neither thought they would ever do in their lifetimes.”

These activities offer agents the opportunity to demonstrate expert service and experience in reassuring first-time rafters and trekkers that they are safe and in good hands.

“They look to [agents] for an honest opinion,” Sawyer said. “[Clients] not only want to see the natural beauty, but also to experience it.”