The Secret Ingredient of Glamping's Elite Operators

What if I told you that the world’s best glamping operators share one trait that sets them apart from the rest?

It’s the reason they get 5-star reviews while charging $500+ per night and maintaining an incredible occupancy.

And suppose I said this secret ingredient isn’t a gimmick, or something accessible to a select few, but it’s a principle that you can apply today. You just have to learn how.

Introducing the concept of Intentional Hospitality.

What Is Intentional Hospitality?

In my four years in this industry, I’ve been privileged to get the inside track on the best operators in the game. The ones that have “made it” and are making more money than they’d ever dreamed of with a business that gives them purpose.

The more I get to know them, the more I notice they all have one trait in common.

They care about every detail. Deeply. 

To them, sweating the small stuff isn’t optional. It’s not something they do when motivation hits them, or only when a guest is looking. The best operators know that obsessing over the details is what elevates their business to another level.

Intentional hospitality is when every aspect of your glamping business is crafted with care. It’s the result of an operator thinking deeply about first impressions, last impressions, and everything in between.

Now let me show you how intentional hospitality is applied in real life by elite operators. Then I’ll explain how to apply it to your business.

This will take ten minutes, but it’s worth sticking around for. Trust me.

It All Starts With a Name - Walden Retreats

First impressions are important. The name of your glamping business says a lot about the experience you offer. For Blake Smith of Walden Retreats, the naming process provided the perfect opportunity to be intentional. 

The name Walden Retreats takes its cue from Henry David Thoreau’s classic, Walden, a manifesto on living simply and with purpose. Writing in the woods, Thoreau was inspired by his surroundings to reflect on what truly provides fulfilment in life. Those same principles—purpose, reflection and nature—form the bedrock of what Blake has built at Walden Retreats.

Blake didn’t come up with the name in 5 minutes. He thought deeply about what would capture the essence of the guest experience he wanted to create. In turn, he signaled to guests how staying at Walden Retreats would make them feel. 

There are more factors that have gone into Walden Retreats’ success than just the name. But sometimes little details like this give you a glimpse under the hood and point to why the operator is winning. Blake plans every aspect of the Walden experience with intention, and it all started with a name.

It requires close observation - The Fields

Irene Wood masterfully delivers traditional, warm hospitality at The Fields. Eschewing the modern trend of “leaving the guest to it”, her and her staff are always milling about the property, interacting with guests and ensuring they’re taken care of.

What’s intentional about this?

Since opening, Irene has closely observed how her guests behave. She sees what they like, what they love, and what they tell their friends about. Over time, she’s figured out the specific touchpoints where the magic happens, and she puts the staff and processes in place to hit those touchpoints every time.

This systematic approach makes surprising and delighting much easier. A week before a guest’s arrival, a team member sends them a text and gathers information about why they’re coming. Celebrating an anniversary? Champagne awaits. First vacation with the kids? Activities are ready. Dog’s birthday? There’ll be treats and a bowl for the good boy.

What seems like pure spontaneity is Irene curating an experience like a conductor leading an orchestra.

Having regular interactions with your guests is one thing. To reach the top level, you must observe, listen and improvise. Systemize this process and the 5-star reviews will flow like that anniversary champagne.

It’s Present Everywhere - Bolt Farm Treehouse

Intentional hospitality is like setting the stage for a performance. Sure, the stars of the show (location and accommodation) will capture most of the audience’s attention. But it won’t feel right if the lighting is too bright, the props are in the wrong place, or the orchestra is out of tune. When each part works in total harmony – that’s when the performance rises from the routine to the remarkable.

A website is an example of a supporting component. No guest goes home telling their friends how great your website was. On the surface, it’s merely the vehicle to show off your site and convert browsers into bookers. But this is the wrong way to look at it.

Like a name, a website sets the tone for the overall experience. A basic template with uninspiring copy and no personality speaks volumes for the level of care you’ll give to the guest. 

Contrast that with Bolt Farm Treehouse, one of the most successful independent glamping operations in the world. Husband-and-wife team Seth and Tori Bolt sweat every detail, as their website shows.

Their landing page is filled with a treasure trove of unique elements, from a celebrity testimonial carousel to a babymoon counter. The copy communicates the Bolt Farm experience beautifully, and it reads like something you’d hear Seth or Tori talk about on an Instagram Live. After 5 minutes of browsing, you get a sense of what it feels like to stay at Bolt Farm.

The best operators craft every part of the experience with intentionality. If you want to join them, you must leave no stone unturned. 

P.S. Seth and Tori from Bolt Farm are running workshops to teach you everything they’ve learnt about operating a world-class glamping escape. Attendees discover why they’re able to charge $800+ per night, how they grew their Instagram following by 14k in 7 days, and why they have a revolving door of celebrities wanting to stay with them. More info available here.

How You Can Apply the Principle of Intentional Hospitality

Intentional hospitality is available to everyone willing to go deep. 

Put yourself in your guest’s shoes - from the first moment an Instagram Reel pops up on their feed, to the follow-up email they receive after their stay – identify every single touchpoint and how you can make it intentional. 

These little touches should all be in cohesion. Figure out how you want to make your guests feel, and infuse that feeling into every corner of your business. 

If you get the lighting right, the props in place and the orchestra in tune, you’ll have a 5-star show before you know it.

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💡Idea of the Week - Fight Errors with Fun

You know those 404 error messages you get when you take a wrong turn on your website? This is an opportunity to be intentional.

Instead of leaving the potential guest with the default, jargon-filled message, you can infuse a little fun into your message. Something like:

“Oops, looks like you’ve gone rogue and pitched your tent on a page that doesn’t exist.” 

Will this move the needle? No, but the details add up. It's one more chance to be intentional with your brand, showing guests you’re thoughtful, even when things don’t go as planned. And in the hospitality business, being thoughtful goes a long way.

🎧️ On the Pod

You should listen to this week’s podcast for two reasons. One serious and one not.

First, the serious reason. Getaway (recently renamed Postcard Cabins) is the biggest glamping company in the US, with over 1,000 cabins across 29 locations. We interviewed Sam Morton and Nico Turek, two guys that were there from the very start. We covered everything from how Getaway sources off-market land deals to how they think about maximizing unit volume vs maintaining privacy.

The second reason you should listen: Nico drops a hilarious story of how a search for land led to a nudist campsite. I won’t spoil the rest.

Check it out on Apple Podcasts, Spotify and Youtube.

That’s it from me! Have a great weekend. 

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