Glamp among the Gumtrees in Australia

* Review of the Australian Glamping Market, commissioned by International Glamping Business, published at the digital and printed version of the Glamping Magazine Directory Issue 2018-2019.

Glamp among the Gumtrees in Australia

Soon after starting my academic research in the Glamping field, at The London School of Economics, I realized that dwelling into the Glamping Market would be a daunting task. Right after distributing my first pilot traveller behaviour study I kept receiving the same feedback again and again: ‘what do you mean by Glamping?’ How could I make an academically strong market study if my very own subjects had doubts about the definition of Glamping? I had no option but to insert pictures into my questionnaire, to ensure my respondents actually understand what I perceive as an accurate depiction of the Glamping Market.A few months later, I landed in Australia, bought myself an Akubra, and set out to explore this Down Under vastness, full ‘traveller mode’ on. Meanwhile, I had recently attended The Glamping Show, which coupled with receiving the so-wanted ‘honours’ in my thesis (the first ever academic paper explicitly addressing the Glamping niche), made me nerding out about Glamping, everywhere I went. And yet, guess what? The same definitional haziness kept chasing me... While I considered Australia the Promised Land for a Glamping-lover/academic geek like me, I would find people around me reacting with confused facial expressions at the sound of the term. But how was this possible? It was just so clear to me: luxury tents, impeccably organised guided trails in seas & mountains providing top-class accommodation in plain nature, 4WD safaris in stunning wilderness locations, all priced at a premium compared to standard travel packages, and most of them absolutely full, pre-booked or operating on waiting list... That was the ‘Glamping paradise’ to my hungry European eyes and ears, who have been so used to hearing about the ‘rising Glamping market’ and its ‘potential’, but not yet seeing it materialised.

Glamping, the Down Under way

Four months into my Australian adventures, I have crossed all but one states and territories, still questioning the characteristics and maturity level of the Australian Glamping Market. The quantitative evidence to prove what my eyes see is scarce. Nonetheless, my impression is that Glamping here is not rising; it has risen long time ago, before the rest of the world even noticed. Quietly, gradually and steadily, Aussies have taken advantage of their abundant natural resources and have built around exploiting them. They might have not outrightly placed the label ‘Glamping’, but, they have developed travel experiences and packages that, to my eyes at least, seem like predecessors for a healthy, booming Glamping industry to set strong foundations on: all things premium, alluding of luxury, smelling of clean air. In other words, converting natural beauty into tangible services, and intangible experiences that can be felt and enjoyed, without sacrificing on comfort.Is it even Glamping?Lamentably, the lack of Glamping-specific statistics, urges me to spread a word of caution on existing data and how they can inform and guide Glamping operators’ and suppliers’ decision-making. Australia is a great example to illustrate this. Yes, there is fuss about Glamping in lifestyle magazines, influencers’ instagram accounts and travel media outlets. A quick Google search will flood you with ecstatic reports on the ‘coolest Glamping Spots in New South Wales’, ‘Luxury Bush experiences in The Outback’ and lots of other exciting accounts of how ‘trendy’ Glamping is. But where is the industry data? Where is the academic theory backbone on which Glamping operators and suppliers can confidently project their growth prospects on? From my research, it emerged that national entities such as Tourism Research Australia, The Caravan Industry Association of Australia and regional organisations such as Tourism Western Australia, meticulously produce snapshots of the Caravanning & Camping Market. Nonetheless, there is neither direct market research on Glamping nor explicit acknowledgment of it as a distinct industry or even niche within Camping, Luxury or Nature-based Tourism. This illustrates an immense gap in literature; Glamping might be indeed happening, flourishing, expanding and diversifying (not just in Australia but globally too) but there is no concrete tracking of it, who the actual Glampers are, what they do, what they like, what they expect, what they pay, what they wish to see... This partially stems from the aforementioned definitional haziness and partially from the mere lack of industry-level think-tanks. That being said, looking at the wrong data sources can be equally chaotic as having no data at all. Thus, caravanning & camping market information can be consulted but the transferability of insights for Glamping should be taken with a pinch of salt.

On the contrary, looking at the actual offerings one by one, the Australian case can only convince us of the depth and variety of what Glamping encompasses (and where to look for qualitative indications on market maturity). In the land of Oz, Glamping might be concealed behind keywords such as ‘bush luxury’, ‘outback luxury’, ‘luxury safari’ and ‘wilderness retreat’, among others. Which makes me confidently claim, based on mostly anecdotal evidence one can gather only by hitting the Australian highways, that Australians can better be characterised as Glamping ‘early adopters’, both from the operator and consumer point of view. By 2018, the Australian Glamping-like operators are more mature in experience than their European counterparts, they are more well-established, with robust clientele of mainly ‘staycationers’, facing primarily domestic competition, due to Glamping-like substitutes across varied locations. The very nature of the Australian continent, out of metropolitan areas, the so-called ‘bush’ or ‘outback’, might be even rendering Glamping as one of the few options to experience the beauty of remote locations, for those travellers seeking alternatives to conventional camping and caravanning.The Great Outdoors EcosystemSurely, the 7.1 mil Australians reported to have stayed in camping, cabins, caravan and national parks, in the last two years, contributing a whooping 19 billion AUD to the Australian economy (Caravan Industry Association Australia, 2018) are encouraging for the sister- Glamping market. Note though, that these figures are informative only to the extent that they illustrate the well-grounded Australian love affaire with the ‘Great Outdoors’. This might be attributed to Australia’s isolated geographical position, making within and inter-state holidays more viable options for domestic travellers. Or it’s as simple as this: Australians love nature-based holidays (who could blame them, anyway!) Whichever factor lures Aussies and non-Aussies to this precious land, one thing is certain: there is demand for services to help them savour the ‘outdoors’. It is exactly this Demand that the Glamping Supply comes to serve.

Further adding to the great potential of the Great Outdoors, the Australian tourism outlook in general can be taken as a sign of optimism for existing and upcoming Glamping operators.

Throughout my travels, one aspect of Australia has never ceased impressing me: how well integrated tourism offerings are. Take for instance the Red Centre: uniquely remote, deserted and wildly stunning. Nevertheless, there is a well-polished ecosystem revolving around its touristic exploitation (especially in view of multiple stakeholder interests between the traditional Aboriginal custodians of the land and the ‘Western’ governing bodies.) If I am painting a positive image for the Australian Glamping market’s potential, its hugely because I have faith in the infrastructure that is essential to complement and support Glamping operators. A traveller in Australian soil is likely to always have access to plentiful, detailed information on how to make the most of the outdoors, at various stops along his way: from information on national parks, bush-walking and driving itineraries, organised, overnight walking trails to actual provisions in touristic points of interest (such as running water & toilets).

Given the inextricable link between Glamping and getting the most of what nature has to offer, such an integrated ecosystem can only boost consumer decision to choose Glamping packages. In fact, it is exactly this ecosystem that would convert Glamping operators from merely accommodation providers to creators of holistic Glamping experiences.In all, I would characterise Glamping as a well-functioning, mature (and not nascent) industry in Australia, with new niches emerging, each one boosting the prospects of the industry’s growth (See Trends below).

Under the Milkyway Experiences (& their Aussie Dollar Tag)

In order to have a better grasp of the Australian Glamping-like product offerings, here is a non-exhaustive list of experiences currently in the market:The African WayPaperback Camp, Jervis Bay, South Coast, on the border of New South Wales & Australian Capital Territory (2.5 hrs from Sydney)Paperback is the ideal example of Glamping ‘early adopter’, conceived as early as 1999. Who would know at the time, that the Hutchings Family ‘African-style’ luxury tents (still loyally imported from South Africa) would spin-off as a concept almost 20 years later... Note their positioning, exemplified in words such as ‘bush retreat’, ‘ecotourism and luxury camping’, ‘canvas accommodation in a peaceful bush setting’ or simply ‘think camping for grownups’. Such an experience, close to the sea and the gumtrees, in peak-season ranges from 1.230 - 1.940 AUD for a 2 night-stay, topped up with some Glamping-style goodies (think massage, fine dining, etc).It’s all About the BubblesBubbletent, Caperteee Valey, New South Wales (200 km from Sydney)So modern, that it has been on the outset associated with Glamping, the bubble tent has reached Australian soil and promises ‘unmatched seclusion’ and immersive 360° panoramas of the ‘wildest canyon in the world’ by day, and Leo, Virgo & Cancer (also the names of their three, differentiated tents) by night. Bubble-Glampers have to bring their own food and drink but are promised an ‘off-grid’ shelter from ‘any annoying buzzing frenemies’ (!) It has just landed from New Zealand with prices ranging from 310-410 AUD/night, if you manage to find a sole date within the following months that it’s not sold out!

The 5-star SubstituteLongitude 131°, Uluru-Kata Tjuta, Northern Territory (middle of nowhere, closest town Alice Springs, 460 km away)Longitude 131° is your typical Glamping-like retreat that has to be booked ages in advance, holds monopoly power in luxury accomodation in the region (frankly, there are no substitutes) and is, essentially, a destination by itself (you would not go through the hassle of reaching the ‘middle of nowhere’ unless you are really into experiencing the spirituality and wild beauty of Australia’s famous Red Rock.) Member of The Baillie Lodges, ‘a collection of intimate luxury lodges in unique wilderness destinations’, it is an excellent example of the luxury hotel industry putting its hands (and investment funds) into Glamping. It is also a great case study of delivering holistic Glamping (or rather ‘luxury wilderness’) experiences: anything from bespoke, guided tours along the region’s famous hiking trails, star-gazing The Orion & The Pleiades while dining in the ‘sumptuous outback fare’ to immersing into Aboriginal art and cultural heritage, by the ‘splendidly isolated, rugged outback beauty.’ The price tag for a 3-4 night package, ranges from 4.050 AUD (Classic, luxury tent, 3-night) to 10.440 AUD (Dune pavillion, 4-night).

The Good, Old (Luxury) SwagThe Arkaba Walk, Flinders Ranges, South AustraliaThink of walking, lots of walking, underneath the burning Australian sun; the only way to savour this ‘harsh but beautiful land’. Now think of walking in style, among wild kangaroos and emus, your personal guide navigating you across spectacular sceneries, up to the moment you collapse (from tiredness but also beauty overdose) in your ‘swag’. Oh, I mean ‘deluxe swag’. If there is one thing a traveller should do before leaving Australia is sleeping in one of these emblematic Aussie inventions, a canvas-made, upgraded version of the sleeping bag, with embedded mattress and pillow. Just as if sleeping into the wild, underneath the pristine Australian night sky, wasn’t breathtaking enough, these guys have added luxury elements to it. That’s pure Glamping, the Aussie way! The price: 2.500 AUD/person for your 3-night, 4-day ‘luxury bush walk’. The Trends - Kangaroo-hopping Steps AheadLooking at the wider Outdoors Tourism Australian landscape offers plenty of evidence of the Glamping expanding along new exciting dimensions. I will focus on three of the trends I identified as most promising: (a) Demographics & Redefined Glamping Targeting, (b) Mobile & Seasonal Glamping, and (c) Hybrid Glamping Offerings.(a) Demographics & Glamping Segmentation-Targeting-PositioningThe key to Glamping operators’ short-term success and long-term growth lies, in my opinion, in demystifying your target traveller group, accurately segmenting and targeting them based on factors which go beyond demographics (such as their motivation, expectations and behavioural patterns, among others) and positioning around those target audiences more likely to convert, revisit and be your loyal Glamper base. More to come on the fascinating field of Glamping Consumer Behaviour. For the time being, some teasers on outdoors target groups buzzing in Australia: the older, the ones in love and the free-spirited.GrampingThe so-called Grey Nomads (50+ travellers) seem to be hitting the road more rigorously than their younger counterparts, with research showing they are 42% more likely than the average Australian to have stayed in caravan/campervan versus conventional camping, in their last domestic vacation (Roy Morgan, 2015). In the meantime, among those who still choose outdoor vacations, such as camping, the term ‘Gramping’ has emerged, connoting, in brief, multigenerational outdoors holidays (grandparents, parents and kids). Put these with the Australian commitment to its ‘superannuation’ retirement investment fund and what you have is a potential Glamper target group made of: older people, with disposable income to spend on outdoor holidays, who already love nature but (maybe) they are not into ‘roughing it’ anymore. Could Glamping be the answer? A promising opportunity lies ahead.Couple Nomads

Remote work and mobile living are globally on the rise. We have all been exposed to the young lovebirds on Instagram, having a bio that goes like ‘Quit our 9-5 job to see the world. 16 months in. Currently in Bali’, followed by the specification of the dreamliner vehicle, be it #LandCruiserTroopy or #VolkswagenKombi ! Noticeably, lots of these new hippie-style travellers are Australian or travel in Australia. Could there be an overlap between this holidaying/lifestyle and Glamping? Judging from their glamorous instagram profiles, would you expect them to settle with conventional camping? What about those who don’t have the privilege of time to be full-time world nomads but still want to have a taste of it? Another interesting target group Australia presents Glamping operators with...

         Young & Restless‘Backpacker culture’ in Australia. Enough said. Everywhere you go you meet the young, free-spirited travellers with the giant backpacks, surfing the Aussie coastlines or doing the outback bush hikes. Some of them come purely for travelling, some of them for the famous Australian ‘Work & Travel’ Visa Programme. Most of them do the ‘independent-travel’ thing, staying in hostels, minimizing their costs as much as possible. How are they relevant to Glamping, then? Judging from myself, there are underserved customer segments, in the young traveller category, such as the ones who still want to have the full outdoors immersion but are willing and able to pay for a more comfortable experience. Think of Urban Outfitters. I once came across this meme online saying ‘Urban Outfitters: where you pay a fortune for clothes that make you look like a hippie!’ I laughed my heart out, cause it’s kind of true, but this hasn’t stopped me from being a repeat customer. Sounds paradoxical but for whatever reason, this style of clothing brand appeals to a niche target group, who is apparently enough to flood their downtown London stores. The very same people make holiday purchase decisions. Why not offering them with tailored Glamping packages, in Australia and beyond? 

(b) Mobile & Seasonal GlampingSome interesting Glamping-relevant ventures are gradually claiming their share of the Australian market pie. Namely, the term ‘pop-up Glamping’ keeps gaining popularity, be it for vacation purposes, festivals, or other bespoke events, such as weddings and corporate retreats. For instance, ‘premium luxury camping’ provider UnderSky is simultaneously into two distinct but overlapping markets: (a) Pop-up Glamping weekend holiday experiences in cool, outdoor locations, which are seasonally chosen and revealed, and (b) Luxury Tent Hire for customer-tailored events. In a similar fashion, competitor FlashCamp, self-proclaims itself as ‘Australia’s premier pop-up hotel’, setting up seasonal, temporary Glampsites on occasions ranging from yoga retreats to premium car brand launches.   (c) Hybrid Glamping OfferingsAs the aforementioned ‘Mobile Glamping’ trend reveals, there seems to be an overlap of product offerings in Australia, that can all potentially fall under the Glamping market term. I find this ‘hybridity’ particularly informative for the prospects of the Glamping market, as it shows that Glamping encompasses so much more than accommodation. In the case of temporary, seasonal Glampsites and tent hires, note a crucial detail that makes the whole idea work: partnering with local landowners. More specifically, on one hand you have the landowners, having unutilised parcels of land for ‘x’ reason. The Glamping operator comes with ideas, expertise and clientele and essentially adds value to this unutilised natural resource, converting it into a ‘desired’ product for a certain target customer group. At the same time, the Glamping operator does not own the land, making him asset-light, and potentially reducing the risks associated with ownership of a permanent glampsite. Isn’t this a great example of how Glamping operators have built their own version of the Sharing Economy? In the same logic, this hybridity in Glamping offerings can be found in Australian start-ups like Unyoked, creatively combining Glamping with the Tiny Home movement. Positioning as ‘unique wilderness hideouts within reach from your office door’, Unyoked offers ‘off the grid’ short-term gateways, within easy reach of the two main Australian metropolitan areas, Sydney and Melbourne. The term ‘Glamping’ is nowhere to be found in association with their brand. Nevertheless, the similarities are striking, along with their attempt to create and market a joint tiny-home/Glamping product. On the other edge of the spectrum, City Glamping is another evolving trend in Australia’s busy city streets (or rather roofs & gardens!) There is no better example to illustrate the hybridity trend than St. Jerome’s – The Hotel, which dared to bring the outdoors bell-tent experience in the middle of Melbourne’s CBD (quite the reverse from bringing hotel-style luxury to the outback). Similarly, the Sydney Taroonga Zoo boasts about their ‘Glamping Sleepover’ package, bringing Glamping where you would least expect it; in the middle of Sydney’s Harbour. _____ Am I irrational to find the Australian Glamping scene tremendously fascinating and dare claiming this is a well-established, flourishing market? Whether in The Outback, Australia’s bustling city centres or any peaceful bush retreat along this continent’s shores, rocks & ranges, one thing is certain: they might not explicitly call it Glamping, but whatever Aussies do that reminds of it, they do it well. As the good, old Australian country song says:Give me a home among the gumtrees, With lots of plum treesA sheep or two, a k-kangaroo, A clothesline out the backVerandah out the front, And an old rocking chairSome say these lyrics capture the whole of Australia in a song. Isn’t it clear how Glamping perfectly fits within this setting? So let us Glamp among the gumtrees…

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