Glamping in a natural rural setting

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.  

Directions

Projects Nearby

  1. Short Description

    The 3-year Business Plan needed to address restructuring and funding…

  2. Review of the tourism information centre network in Kent with the aim of making…

  3. A review of tourism in the High Weald Area of Outstanding Natural Beauty was undertaken…

  1. Workable options for improving the Visitor Centre had to consider tight planning…

  2. Interpretative Heritage Trails and maps were developed for Lullingstone Roman Villa,…

  3. Study to produce three itineraries, one each for Burwash, Pevensey and Rye in East Sussex…

  4. Nine short break outdoor activity itineraries were developed in Kent, West Sussex and…

  5. English Heritage required a Conservation Plan for Eltham Palace and Gardens. Acorn…

  6. Acorn collaborated with environmental planners to research community needs, accessibility…

  7. Feasibility study for developing a conference centre at Pestalozzi's International…

  8. In depth research and field work was used to advise on a business and marketing plan for…

  9. A robust analysis of Wealden’s visitor economy was undertaken to inform the next tourism…

  10. Visit Greenwich is the Royal Borough of Greenwich Destination Management Company tasked…

  11. Acorn's Business Plan provided Lambeth Council’s Parks Department with a viable model to…

  12. In-depth analysis of 15 recreational markets identified that a multi-sport activity…

  13. After delivering the Pebsham Countryside Park Recreational Demand Study and Public…

Previous Next

Development of a Wellness and Glamping Tourism Business

Client:

Private Client,

Location:

Private Client

This project contributes to the following United Nations Sustainable Development Goals:

  • Acorn AwardsSDG 8 - Promote sustained, inclusive and sustainable economic growth, employment and work SDG 8 - Promote sustained, inclusive and sustainable economic growth, employment and work 2020

Contact us

3 Woodland Enterprise Centre, Hastings Road,
Flimwell, East Sussex, TN5 7PR, UK

+44 (0) 1580 879970

contact@acorntourism.co.uk