Skift Take
A lot of nature-centric hospitality experiences got lumped under the "glamping" moniker and seemed frivolous as a result. But the space is growing because luxury travelers like the ability to be closer to nature without sacrificing creature comforts.
Some unconventional, nature-centric experiences got lumped under the unfortunate trend word “glamping.”
For many, it was easy to write off, and it seemed like an unnecessarily fussy version of camping in the outdoors for people that didn’t want to be bothered with some of the rougher edges of sleeping in the wild. But if you double-click on the trend, these unconventional approaches to lodging are gathering steam and resonating with the modern consumer.
The reason? Luxury consumers are seeking a yin-yang balance and reveling in high-low opposites. As Argentine chef Francis Mallmann said in a prescient interview years ago: “I think human beings need contradictions. We need opposites. We need to sleep in a five-star hotel and we need to sleep under a tree. The distance and the difference between those two extremes are what makes us happy and what makes us think and what makes us grow. If you only sleep under a tree, it’s quite sad. If you on
