Time and money

In brief: Consumers are booking later and being more financially cautious overall, but travel and wellness spend is increasing

In a financial landscape heavily altered by the cost-of-living crisis, people are tightening their belts where they can. Thanks to lowering inflation, increases in public sector wages and the ability of the core demographic to ride out fluctuations in tax and interest rates, glamping won’t feel the pinch as badly as some other sectors, but change is still in the air.  

While travel remains one of the last things people cut when they bring out their personal red briefcases, data suggests that a shift in how, when and why people travel is taking place. So while 2025 is showing signs of being a better year than 2024, it’s also one in which new behaviours will create new challenges and opportunities.

The primary impact of financial nervousness from consumers is seen in the trend towards later bookings, as people wait for pay days before deciding what they can afford. UK operators and property owners are reporting being from 5% to 10% down on forward bookings when compared to the same time last year. This makes traditional key booking periods such as January and February more important than ever, with more of the calendar left to fill.

The counterbalance to that is the strength of short-lead September bookings. Canopy & Stars had a strong Q1 in 2024, performed well in April and May, but recorded the worst June and July since 2020 before rallying in September. Possible influencing factors in the poor summer include the wet weather, the height of the cost-of-living crisis and the impact of election week, but there’s a good chance that the trend for a high level of September bookings will continue. Only the election likely to be absent from that list in 2025, much as we all have our fingers crossed for months of sunshine, and September’s popularity could demonstrate the increased desirability of off-season travel. In a recent Guardian report, 73% of UK travellers said they were open to travelling outside of the normal peak seasons, which gives hope to owners for a future that’s less dependent on the middle of the year.

While guests may be taking their time deciding when to go, what they eventually spend offers confirmation that a dedicated budget has been set aside and that travel is considered essential, especially as it ties so neatly into wellness. According to Deloitte’s Travel Weekly Insight Report, 52% of UK consumers are planning to spend more on their holidays this year and Canopy & Stars’ 2024 average booking value is currently £546, up from £528 at the same time last year. It’s highly encouraging when viewed against the backdrop of financial pressures.

The current shift in travel behaviour is visible before people have even decided where to go or what to do, with social media having now established a strong position as a primary research tool and video a crucial medium for any business that wants to gain traction on the popular platforms. Where that research leads is still mainly to short breaks over longer holidays, which is good news for glamping, but the same monetary forces which drive that trend are also pushing many toward all-inclusive breaks and cruises. Where glamping scores over those two, however, is again in its connection to nature and the wellness industry.  

One market showing notable growth is solo travel, with 69% of respondents saying they planned a solo trip in 2024 and “Wander Women” (female solo travellers) fast becoming a demographic sizeable enough to be worth catering to with offers or incentives. Another is dog-friendly travel. With 18% of Canopy & Stars bookings in 2024 featuring a dog, up from 11% in 2020, its clear that glamping continues to remain a popular choice for dog-owners.