The Canopy & Stars Glamping Market Report 2026

New tech changes the way people search, but the need for nature and its wellness benefits keep outdoor accommodation flourishing 

Despite the whirlwind of the last few years, perhaps even because of it, glamping continues to thrive. Its evolution into a more general concept of outdoor accommodation and its perfect alignment with the booming wellness industry make it the first choice for people in need of time in nature and the mental health benefits it brings. There are challenges on the horizon, from regulatory changes for short term lets to how AI is transforming search, but with a good understanding of what guests are looking for and advice on how to provide it, the potential is huge for the right investor.         

In this report, we’ll take a look at guests’ motivations and booking drivers, plus some behavioural trends shaping where, how and why they’re travelling, examining the responses and opportunities for each as we go. We'll also uncover an interesting opportunity that’s emerging as the first generation of glamping owners leaves the market.

To make sense of the insights in the report, it's important to understand who our audience is. Our guests are mostly high-earning couples aged between 25-44, with 25-34 being our largest demographic. They tend to be based in urban areas, with London, Manchester and Bristol featuring heavily. Women do most of the actual booking, accounting for around 60% of all bookers. Bookings with dogs have remained steady at around 18% over the last few years and bookings with children are also consistently around 13%, and there’s a growing opportunity for spaces that cater to large groups.