Market Segmentation for Glamping
“Demographics may explain who your customer is. But only psychographics explain why they buy.” — David Ogilvy
Glamping is not just for Millennials and Gen Z travelers. If your marketing is targeting only these younger age groups, you may be missing out on a much larger and potentially wealthier demographic. Multi-generational camping is on the rise, and with it comes the opportunity to upgrade your offerings, expand your target market and significantly boost your campground or resorts annual revenue.
In this article, we explore market segmentation: what it is, why it matters and how you can implement a smarter, age-focused marketing strategy that converts prospective customers into loyal guests.
Why market segmentation matters more than ever
What is market segmentation?
In marketing, market (or customer) segmentation is the process of identifying and dividing consumers or businesses into meaningful sub-groups of current or potential customers. Its purpose is to identify profitable and growing market segments that a business (like a campground or resort) can target with clear and concise messaging.
Glamping trends are changing fast. While Millennials and Gen Z travelers have been driving demand so far, there’s a growing interest among Gen X and Baby Boomers – travelers and campers who’ve historically relied on RVs, trailers or traditional lodging accommodations.
The challenge: Many in the older age demographic still don’t know what Glamping is. This is not particularly due to a lack of interest but simply a lack of awareness.
The solution: Segment your marketing by age group. Tailor your message to the audience you are speaking to by not trying to communicate everything to everyone.
Millennials and Gen Z: Fueling the rise of Instagram-worthy stays
Younger travelers already get what Glamping is all about. They’re driven by FOMO (the fear of missing out), aesthetics, convenience and a unique camping experience.
What wins them over?
This younger demographic is looking for Instagram-worthy stays in modern, stylish and bold accommodations located within nature’s quiet and natural surroundings. Today’s newer Park Model RVs are the answer to Glamping’s traditional cabins and tents by offering the conveniences of home while camping in the outdoors. Added accessories such as smokeless fire pit, lounges, waterfront decks and other immersive outdoor add-ons only enhance this experience.
How to reach them?
When marketing to Millennials and Gen Z, don’t waste your breath answering the question, “What is Glamping?” They already know. Instead, sell the experience, sell the vibe and sell the now. Time-sensitive promotions for holidays or long weekends are very effective. Social media marketing (such as Facebook, Instagram and TikTok) along with influencer-backed campaigns are another way to reach a very engaged and active age group that is regularly online. Paid online advertising using retargeting display ads with dynamic visuals and clear call-to-actions is another way.
Gen X and Baby Boomers: A high-value customer this is often overlooked
What wins them over?
Education. Bridge the knowledge gap by showing them how Glamping in a fully-equipped kitchen with furnished bedrooms and a spacious bathroom is an upgrade to a more traditional tent or cabin. Answer common questions, such as “Is it better than my RV?” or “Is it roomier than a tent or cabin?” Comfort-first messaging is the key: wide open indoor and outdoor space for relaxation and guests; cozy bedrooms and spacious bathrooms; and climate–controlled heating and cooling with running water are all positive statements. Nostalgia also sells by conveying memorable moments like: reconnect with family and friends; relax on the porch with your loved one; enjoy an evening seated by a warm fire toasting marshmallows; etc.
How to reach them?
Sending out e-mail promotions or a monthly e-newsletter is one way. Attending tradeshows and encouraging participation in RV forums and Facebook groups is another way. Directory listings and other campground-related publications are also great ways to reach an older age group that is more likely to read than surf. And offering mid–week stays and other off-season specials is a nice way to encourage someone to ‘test the waters.’
Actionable marketing tips by market segment
For younger generations
- Use dynamic visuals and influencers
- Promote weekend getaways and quick escapes
- Create urgency: “Only two rental units available this weekend!”
- Leverage online reservations
For older generations
- Explain what Glamping is and its benefits
- Emphasize comfort, quality and ease of use
- Reassure with testimonials and guest experiences
For all generations
- Encourage cross-generational stays
- Offer group rates for family and friends
- Highlight spacious interior and outdoor porch
- Showcase comfortable indoor and outdoor spacing
- Emphasize the comforts of home in a scenic setting
Park Model RVs: An Accommodation for All Age Groups
Hekipia America’s Park Model RVs are accommodating for all age groups. They strike the perfect balance between comfort and adventure. Younger guests appreciate the more contemporary design with wide-open windows and doors in a more traditional-style footprint. Older guests value the comfortable and warm interior with home-like amenities coupled with spacious indoor and outdoor living.
A smarter marketing strategy
At Hekipia America, we are transforming traditional campgrounds and resorts into year-round Glamping destinations! Contact us today for a free consultation to re-imagine what your campground can be like and create a marketing strategy that attracts guests of all ages.
Sources: 2025 Camping Trends Outlook by Campspot, and L•A Advertising