In recent years, glamping has become a new trend in the hospitality industry. The concept of staying in nature with comfortable amenities is very appealing, especially for travelers seeking a different experience. However, in practice, many glamping operators face the same problem: beautiful views, unique concepts, but booking is not as easy as hotels.
The question is, why is glamping often more difficult to sell than regular hotels? The answer isn't because the product is inferior, but because the characteristics of glamping require a different hotel marketing approach.
Glamping Is Not a Mass Market Product
Hotels are generally a mass market product. Everyone understands what a hotel is, how to book one, and what the basic expectations are. Glamping, on the other hand, is a niche product that isn't suitable for everyone. Not all guests are comfortable with:
- Staying close to nature
- Limited access
- Far from the city center
- With an outdoor concept
Therefore, selling glamping the way conventional hotels do is often ineffective.
Key Problems in Selling Glamping
1. Too General Market Segmentation
Many glamping options are marketed to everyone. In fact, glamping is more suitable for certain segments such as couples, honeymooners, or experience-seeking travelers. In hotel marketing, incorrect segmentation will make promotional messages irrelevant.
2. High Guest Expectations
Glamping prices are often higher than regular hotels. This leads potential guests to have higher expectations. If marketing messages, visuals, and descriptions fail to build a perceived value, guests will hesitate to book.
3. Difficult to Compare on OTAs
Hotels are easy to compare: location, stars, amenities. Glamping is more difficult because its selling point is the experience. If not packaged well, glamping will lose out on OTA listings, even if it is truly unique.
4. Longer Sales Funnel
Glamping guests rarely book impulsively. They usually:
View content
Search for reviews
Compare several options
Then decide to book
Without a clear hotel marketing funnel, many potential guests get lost in the process.
5. Marketing Messages Lack Emotion
Another common mistake is selling glamping solely on amenities. After all, glamping guests are buying an experience, atmosphere, and story, not just a place to sleep.
The Difference in Hotel Marketing Approaches for Glamping
Hotel marketing for glamping is not the same as for city hotels or resorts. Glamping requires:
Strong storytelling
Emotionally engaging visuals
Experience-focused messaging
Targeted marketing channels
Successfully sold glamping usually doesn't rely on big discounts, but rather on a strong perception of value.
The Role of Data in Selling Glamping
Because its market is narrower, glamping desperately needs a data-driven strategy. Data helps managers understand:
- The most responsive guest segments
- The channels that actually generate bookings
- What content most engages potential guests
This data-driven approach is the foundation of modern hotel marketing strategies.
How ecommerceloka Helps Sell Glamping More Effectively
Through a holistic approach, ecommerceloka helps glamping establishments build a hotel marketing strategy that aligns with their product's character. The focus isn't just on increasing exposure, but also on ensuring the message, channels, and sales funnel align with the target market.
With the right strategy, glamping doesn't need to compete with hotels on price, but rather excels through a clear experience and positioning.
Glamping is more difficult to sell than hotels not because the concept is weak, but because it requires a more specific and targeted hotel marketing strategy. Without clear segmentation, an emotional message, and a well-organized sales funnel, glamping's potential is difficult to maximize.
With the right approach and strategic support like that employed by ecommerceloka, glamping can transform from simply "having a nice view" into an experiential product that consistently generates bookings.