Getting to know the Canopy & Stars guest
What makes someone choose a few nights in nature, tucked up in a cabin, treehouse or shepherd’s hut? And how can understanding their holiday habits help us and you make a more enticing offering for them?
Our latest audience research, conducted in collaboration with independent agency Sketch Insight, explored what people want from a break, how often they travel and what they’re happy to spend. It reveals an encouraging picture for owners: Canopy & Stars guests are relatively affluent, spend more on accommodation and make room for more breaks throughout the year. Using this insight, we can better tailor our marketing to our audience and offer you some advice on how to do the same with the experiences you provide.
Here are a few of the findings that stood out and how to make use of them.
They have more to spend and value somewhere special
The research puts the average household income of active Canopy & Stars bookers at around £82,000, roughly a third above that of the average UK traveller surveyed. Almost a quarter have household incomes above £100,000.
That spending power is reflected in their accommodation choices. Canopy & Stars guests spend around £175 a night, compared with £157 across the wider market.
Of course, a higher income doesn’t mean guests aren’t looking for value. The interesting thing is what they value: around seven in ten say where their stay says something about who they are. Among established C&S bookers surveyed, 88% say they’re willing to pay more for character.
For owners, this suggests there’s an audience that appreciates the individuality of a space and is prepared to spend a little more for the right experience. The setting, thoughtful design and comfort all help make that choice feel worthwhile.
They take more breaks
Canopy & Stars customers reported an average of 5.2 trips over two years, compared with 4.1 across the wider market. That’s around a quarter more breaks.
These are trips across their travel lives, rather than Canopy & Stars bookings alone, but they show an audience that makes getting away a regular priority.
Time together is the leading trip motivation among established bookers, accounting for 28% of their trips, with rest and switching off contributing another 15%. A change of scene and a couple of unhurried days with someone they love are good reasons to pack a bag, for many it’s simply ‘just a break’.
For owners, it’s a useful reminder that the appeal of a stay can be simple. Somewhere comfortable to linger over breakfast or sit outside with a book can be as much a part of the experience as the bigger features.
They’re open to the quieter months
One of the clearest differences is when Canopy & Stars guests would consider travelling:
- 83% would consider an October break, compared with 48% of the wider consumer panel.
- 54% would consider February, compared with 20%.
- 50% would consider November, compared with 26%.
These figures describe willingness to travel in the quieter months, which is encouraging for those owners who offer year-round stays, and indicates a strong market outside of traditional ‘peak’ months.
Clear information about heating, photographs taken in different seasons and suggestions for things to do locally can help guests understand what an autumn or winter stay would be like. Sometimes a cosy wood-burner deserves just as much attention as the sunny deck.
They appreciate a helping hand choosing
Eight in ten Canopy & Stars guests value trust and a carefully selected collection over endless choice. Alongside their willingness to pay for character, they trust and appreciate the inspection process.
For owners, these findings offer a clearer picture of the people we’re reaching together: regular travellers with the means to spend more, an appreciation of distinctive places and an appetite for breaks throughout the year.
We’ll use this understanding to inform how we introduce your spaces to new guests and inspire familiar faces to plan their next stay.
Source: Sketch Insight research, March–April 2026, involving more than 1,000 UK adults.