Glamping marketing
Glamping Marketing Guide for UK Site Owners
One plan for getting guests to find you, trust you and book direct, without spending on everything at once.
Marketing a glamping site can feel like a second job on top of running the first one. The good news is you don’t need every channel. A clear website, a way to be found on Google, a listing or two and an email list to past guests will do most of the work.
This guide gives you the framework, a year-round plan and the order to spend in. Your own website sits at the centre, because that’s where guests book without paying commission.
What a glamping marketing strategy includes
A good glamping marketing strategy has four jobs. Get seen, build trust, make booking easy, and bring guests back. Each channel does one or two of them.
| Channel | Main job | Effort |
|---|---|---|
| Website | Build trust and take bookings | One-off build, light upkeep |
| Google (SEO) | Get found without paying per booking | Steady, builds over months |
| Listing sites | Get seen by new guests | Set up once, keep calendar current |
| Social media | Show the place is real | Little and often |
| Bring past guests back | A few emails a year | |
| Ads and PR | Boost busy gaps | Occasional, costs money |
| Local partnerships | Referrals from nearby businesses | A few good relationships |
Start with your website
Your website is the one marketing asset you fully control, so it comes first. Guests often browse on their phones, so it needs to load fast, show real photos and make dates and prices easy to find.
The best ones put an availability calendar, a short enquiry form and prices on one page. Booking systems can be embedded on the site, including online payments, and calendars can sync with Airbnb, Booking.com, Canopy & Stars and CoolStays so you don’t get double bookings.
If your current site is dated or slow, a glamping website redesign is usually a better first spend than any advert. If you’re still planning your business, our guide on how to start a glamping business covers the groundwork.
Get found on Google
Showing up when someone searches for glamping near them lets guests find you directly. That means no commission on those bookings. It takes a few months to build, so start early.
The basics are a page for each unit, clear location wording, a Google Business Profile and useful guides that answer guest questions. Most of it is free if you have the time.
Use listings without relying on them
Listing sites are a good way to be seen, and Canopy & Stars is the most prominent UK supplier. Use them to reach guests who don’t know you yet.
But a listing doesn’t stop guests looking for you directly. Many people find a place on a directory, then search for the owner’s own site hoping for a better deal. Make sure that search finds a site that looks good and takes bookings.
Photos, social and email
Photos do more selling than any other asset. Show the unit, the view, the bed and the hot tub, in daylight, and shoot each season.
Social media is for showing that real people stay and enjoy it. Pick one channel, post what guests would see on arrival, and link to your booking page.
Email is the most overlooked channel. Ask guests at checkout if they’d like to hear about new dates, then send a few emails a year. Past guests are the cheapest bookings you’ll get. You can put a signup form on your website for this.
Ads, PR and local partnerships
Paid ads and press work best once your website is ready to convert visitors. Before then you’re paying to send people to a site that may not book them.
Local partnerships cost almost nothing. A pub, farm shop or activity provider nearby can recommend you, and you can recommend them. A short welcome note naming a few local favourites does the same job.
A year-round glamping marketing plan
Plan around the booking cycle. Most owners rebuild and plan in the off-season, then promote as guests start looking for the next summer.
| Season | Focus |
|---|---|
| October to March | Fix or rebuild the website, update photos, write guides, set up your Google Business Profile |
| April to June | Email past guests, post more often, promote last-minute dates |
| July to September | Collect reviews and guest emails, shoot new photos, keep the calendar accurate |
| Year round | Reply to enquiries quickly, update prices, check links and listings |
Glamping marketing budget guide
Spend in the order that returns the most. Free tasks come first, then the website, then anything paid per click.
- Free. Google Business Profile, guest email list, listing profiles, asking for reviews.
- Website. Our plans start from £19 a month, so a good site doesn’t need a big upfront bill.
- Google visibility. Pages and guides that bring guests in over time.
- Paid. Ads, influencers and PR, only for specific gaps.
For Millie the Hut, a shepherd’s hut near Presteigne, the site we built brought 42 direct bookings in its first year, saving the owners over £3,000 in commission. See more in our case studies.
FAQs
What is the best way to market a glamping site?
Start with a fast, clear website that takes bookings, then make sure it can be found on Google. Listings and social media feed that site with guests. Most owners get further by doing a few things steadily than by trying every channel at once.
How much should I spend on glamping marketing?
Spend in order of return. Your website and photos come first, then Google visibility, then email to past guests. Paid ads and PR come last. Free work such as your Google Business Profile and a guest email list costs time, not money, so do those first.
Do I need social media for my glamping business?
It helps, but it isn’t essential. Guests often check Instagram or Facebook to see the place feels real. One channel kept up to date is better than three that go quiet. Make sure your website is the place those posts send people.
How do I market a holiday let?
The same plan works. Get a clear website with online booking, good photos, a Google Business Profile and a list of past guests to email. Use listing sites to be seen, and give guests a reason to book direct next time.
If you’re not sure where your site stands, send us your website and we’ll tell you, for free, what’s stopping it getting bookings. You can also get in touch with any questions.