About

Summary 

Acorn Tourism was commissioned by a Private Client based in Kent to undertake market research to support the development of a wellness tourism business that comprised accommodation in luxury yurts or tents, along with wellness and self-development activities such as yoga.  

Our Approach 

Acorn undertook thorough market research into the glamping and wellness tourism market, with a specific focus on the domestic short break market in the UK.  To be located in England’s ‘Garden of England’ region in the south east, the region was identified as one of the leading domestic tourism destinations in the UK.

1. The research provided strategic context for the business within the Kent region.  
2. The visitor market was profiled, analysing visitor demand and trends and provided detailed information about the UK domestic tourism market. 
3.  The niche segments of Glamping and Wellness were also profiled to identify where opportunities lay. 
4. A competitive analysis was also conducted to assess how the new business might fit within the current wellness and glamping offering.

Outcome

The report provided the client with robust information from which to inform the business plan.  Extensive market research uncovered a number of findings, in particular that wellness and glamping have emerged as increasingly popular activities within the rural tourism segment which has considerable appeal to the domestic market.  Packaging wellness with glamping offers a good combination for a discerning tourist seeking ‘time out’ from a busy, hectic life, and that natural settings are major considerations for wellness tourists.