In today’s digital-first world, social media has become an essential tool for attracting glamping guests and establishing your brand's reputation. With Instagram-savvy travellers seeking picturesque experiences and Facebook users scrolling for their next getaway, an effective social media strategy can significantly increase your visibility and drive bookings. Notably, 47% of UK solo travellers often rely on social media platforms for inspiration when planning their next adventure. (Travel News Desk)
This guide will show you how to use social media effectively to market your UK glamping site. From using free tools and organic engagement to crafting a cohesive brand presence, you’ll learn how to boost your online visibility, connect with your audience, and turn followers into loyal guests. By the end of this post, you’ll have actionable strategies to make your glamping site stand out online.
Choosing the Right Social Media Platforms
Not all social media platforms serve the same purpose. Selecting the right ones can help you effectively reach your target audience and maximise your marketing efforts. As of January 2024, the United Kingdom boasts 56.2 million active social media users, accounting for 82.8% of the population. (Data Reportal)
Platforms like Instagram and Facebook are particularly popular, making them ideal for showcasing your glamping site's unique offerings. (Data Reportal) Here’s a breakdown of how to use the most relevant platforms for your glamping business:
Instagram is perfect for showcasing the aesthetics of your glamping site through stunning photos and videos. Think of dreamy landscapes, cosy interiors, and the fun details that make your site unique. It is an excellent platform for increasing engagement and building brand awareness.
- Diverse Content Options: Use Instagram Stories, Reels, and Carousels to share behind-the-scenes footage, guest testimonials, and seasonal promotions. The variety of content formats keeps your audience engaged.
- Relevant Hashtags: Expand your reach by including popular hashtags such as #GlampingUK, #LuxuryCamping, and #Staycation. These will attract users actively searching for similar experiences.
Facebook
Facebook caters to an audience with higher disposable income, making it ideal for marketing a glamping business.
- Drive Bookings: Share direct booking links, highlight seasonal offers, and promote events to encourage immediate reservations.
- Engage in Groups: Join local and travel-related Facebook Groups to connect with travellers who are actively seeking unique stays.
- Targeted Ads: Use Facebook Ads to target specific demographics like families, couples, or eco-conscious travellers. Tailor ads to match the unique selling points of your glamping site.
LinkedIn
While LinkedIn may not be the best platform for attracting guests, it is a great space for networking with industry professionals. It’s a place to connect with event planners or eco-tourism organisations for potential partnerships that can bring more visitors to your site. Such collaborations can expand your business opportunities and brand exposure.
Creating Engaging Content for Each Platform
In the competitive world of glamping, the right content can set your business apart and inspire bookings. By leveraging visually appealing images, engaging videos, and tailored messaging for each platform, you can connect with potential guests, showcase your unique offerings, and build trust in your brand.
One of the most powerful aspects of social media is the potential for organic content to go viral. Viral content spreads rapidly without paid promotion, significantly increasing visibility and driving bookings. A single viral moment can establish your site as a must-visit destination, attracting media attention and solidifying credibility in a competitive market.
Visual Content
High-quality, custom images will always outperform stock photos. Showcase unique experiences such as cosy interiors, breathtaking landscapes, and guest activities like outdoor dining or stargazing. According to a report, 68% of marketers say that visuals are a crucial part of their social strategy because they drive significantly higher engagement. (Venngage) A visually appealing feed encourages potential guests to book a stay.
Videos
Short videos and behind-the-scenes clips help to create a personal connection with your audience. In fact, 93% of marketers state that video has directly led to new customers. (Wyzowl) Consider giving virtual tours of your glamping site, highlighting special features like hot tubs, fire pits, or local attractions or introducing your team members to foster a connection and build trust.
Platform-Specific Tailoring
Avoid sharing the exact same content across multiple platforms. Instead, customise each post to fit the tone and format of the platform. For example, LinkedIn posts should focus on industry insights, while Instagram content should emphasize visuals.
Case Study: The Secret Garden Glamping UK
A notable example of a glamping site that achieved viral success through organic social media content is The Secret Garden Glamping UK. Founded during the first lockdown of 2020, the owner built a simple deck for family camping, which evolved into a unique glamping pod.
Sharing the development journey on social media, the site quickly gained attention and went viral. This led to an overwhelming demand, with bookings filled for two years in advance and a waiting list of over 137,000 people. (Alts.co)
Leveraging Paid Marketing Wisely
Paid marketing can be a powerful tool to increase visibility and drive bookings for your glamping business. However, to maximise your return on investment, it’s essential to use these platforms strategically and ensure your campaigns are well-targeted and aligned with your goals.
Google Ads
Google Ads are ideal for increasing visibility among potential guests actively searching for specific experiences.
- Keyword Optimisation: Use precise, high-intent keywords like “luxury glamping in Cornwall” or “eco-friendly camping in the Lake District” to attract users already interested in booking.
- Location Targeting: Focus your ads on regions where potential guests are most likely to travel from, such as urban centres.
- Set Up "Search Text" Ads: Search text ads are particularly effective because they appear directly in Google’s search results when potential guests look for related keywords. These ads capture high-intent traffic, allowing you to present key offers and USPs (unique selling points) right when users are ready to make booking decisions. Ensure the headlines and descriptions are clear, engaging, and include strong calls to action (e.g., “Book Your Luxury Glamping Experience Today!”).
- Highlight USPs: Ensure your ad copy includes unique selling points, such as “Private Hot Tubs,” or “Eco-Friendly Accommodations,” to differentiate your offerings.
Paid Social Ads (Facebook/Instagram)
Social media ads can effectively reach a highly targeted audience, making platforms like Facebook and Instagram ideal for showcasing your glamping site.
- Audience Targeting: Use Facebook’s advanced targeting tools to identify users with interests in travel, outdoor experiences, or luxury getaways. Target demographics such as families, couples, or eco-conscious travellers based on your business niche.
- Engaging Content: Pair your ads with visually stunning images or videos that highlight your site's unique features, such as cosy interiors, outdoor hot tubs, or scenic views.
- Retargeting Campaigns: Retarget users who have visited your website or interacted with your social posts but haven’t booked yet. This can nudge hesitant users toward finalising their reservations.
Balancing Paid and Organic Strategies
While paid ads can boost visibility, they work best when paired with strong organic engagement. Use your organic posts to build trust and authenticity while leveraging paid campaigns to amplify your reach.
According to Forbes, the synergy between paid and organic marketing can significantly improve overall campaign success by increasing visibility and engagement while lowering customer acquisition costs. For example, businesses that integrate paid ads with organic content report higher return on ad spend (ROAS) and improved brand loyalty over time. (Forbes)
Regularly analyse performance metrics, such as click-through rates and conversion rates, to refine your ad strategies and ensure you’re achieving your goals cost-effectively. By using paid marketing platforms strategically, you can attract a targeted audience, showcase your unique offerings, and convert interest into bookings for your glamping business.
Maximising Free Tools: The Power of Facebook Groups
Facebook Groups offer a cost-effective way to promote your glamping business and connect directly with potential guests. By joining relevant groups and engaging authentically, you can establish your brand’s presence while building relationships with travellers.
Location-Specific Groups
Joining local Facebook Groups can help you connect with travellers looking for unique accommodations. Share updates, promotions, and travel inspiration posts in Facebook groups focused on UK travel and outdoor adventures.
According to VisitBritain, 30% of respondents took an overnight UK short break or holiday between July and September 2024, and 24% did so between October and December 2024. Engaging with these groups can tap into the active community of domestic travellers seeking new experiences. (VistBritain)
Interest-Based Groups
Communities centred on hiking, eco-tourism, and luxury travel are valuable spaces to promote your glamping site. Engage with users genuinely by answering questions and sharing insights rather than just advertising.
Website: The Essential Companion to Social Media
Social media provides exposure, but a website is essential for providing in-depth information. Your website should offer details on amenities, nearby attractions, and seamless booking options to reduce reliance on third-party platforms.
- Direct Booking System: Avoid commission fees from third-party platforms by offering a simple and secure booking option directly on your website.
- High-Quality Image Gallery: Showcase the beauty of your glamping site with professional photos of interiors, amenities, and the surrounding landscape.
- Guest Reviews Section: Include testimonials and reviews to build trust and provide social proof.
- Nearby Attractions Guide: Highlight local landmarks, activities, and dining options to entice guests and improve their experience.
- Mobile Compatibility: Ensure your website is optimised for mobile devices, as many guests will browse and book on their phones.
- Clear Branding: Use consistent fonts, colours, and logos to create a professional and memorable impression.
- Fast Load Speed: Ensure quick loading times to prevent potential guests from leaving the site prematurely.
A user-friendly, visually appealing website not only enhances your brand image but also ensures a smooth guest journey from browsing to booking.
Balancing Direct Bookings and Third-Party Platforms
Direct Bookings
Direct bookings are the preferred option for glamping site owners as they eliminate commission fees charged by third-party platforms, helping to maximise profits. They also allow you to maintain greater control over guest communication and cancellation policies, ensuring a more personalised experience. A survey by GlobalData found that 39% of travellers prefer booking directly with providers, valuing the flexibility and straightforward refund policies this method offers. (Global Data)
Your website plays a crucial role here, so it should feature an intuitive booking system, high-quality imagery, and detailed descriptions of your site and amenities to provide a seamless experience for potential guests.
Third-Party Platforms
Platforms like Airbnb, Booking.com, and Expedia are invaluable for increasing visibility and attracting a diverse audience, especially international travellers or first-time guests who may not yet be familiar with your brand. These platforms lend credibility and provide built-in search tools that make your glamping site more discoverable.
While they come with commission fees, the exposure they offer can significantly boost occupancy rates. To manage bookings across multiple platforms, consider using booking management tools like Beds24 to synchronise availability and avoid double bookings. Leveraging these platforms alongside direct bookings ensures a balanced and diversified booking strategy.
Building a Consistent Brand Presence
Establishing a consistent brand presence is key to gaining trust and recognition in the competitive glamping industry. Ensure your colours, fonts, logos, and tone of messaging are uniform across your website, social media platforms, and promotional materials. Consistency not only portrays professionalism but also makes your business easily identifiable, strengthening your reputation.
A cohesive brand image helps build credibility and fosters long-term relationships with guests, encouraging them to choose your site repeatedly while recommending it to others. Research indicates that presenting a brand consistently across all platforms can increase revenue by up to 23%. (Small Biz Genius)
Getting Started on Social Media
Social media is a powerful tool to build anticipation and attract early interest in your glamping site. By creating accounts before your launch, you can engage potential guests, showcase your site’s progress, and establish a loyal audience. Here are some key strategies to get started effectively:
Start Early
Creating social media accounts before launching your site can build anticipation and attract early followers. Share construction progress, sneak peeks, and updates to engage potential guests. This excitement can translate into bookings once you’re ready.
Content Ideas
Post a mix of content, including guest testimonials, user-generated content, polls, and behind-the-scenes moments to keep your audience engaged. Notably, 87% of travellers report that social media influences their hotel booking decisions, so showcasing authentic experiences can be particularly effective. (Hotel Buddy)
Audience Engagement
Responding to comments and messages promptly can help build a loyal and interactive community. Pay attention to what resonates with your audience. Don’t hesitate to adjust your strategies if something isn’t working!
Experimentation: Testing What Works
Social media success often requires experimentation to identify what resonates best with your audience. A one-size-fits-all approach rarely works, so testing various formats, styles, and strategies can help refine your content and maximise engagement. By analysing the performance of different posts, you can better understand your audience’s preferences and adjust your approach to align with their interests and behaviours, ensuring your efforts deliver measurable results.
- Try Different Formats: Test videos, posts, polls, and stories to see what your audience prefers.
- Track Performance: Analyse metrics like engagement rates and click-throughs to identify successful content.
- Optimise and Adapt: Experiment with posting times and hashtags while evolving your strategy based on results.
Services to Simplify Social Media Marketing
Managing social media can be time-consuming, but leveraging the right tools and services can streamline the process, making it more efficient and effective. Whether you're running a glamping business solo or managing a larger team, these services can help you maintain a consistent online presence without the stress.
- Social Media Scheduling Tools: Platforms like Hootsuite, Buffer, and Later allow you to plan and schedule posts in advance. This ensures consistent posting and saves time by letting you focus on content creation in batches.
- Content Creation Platforms: Canva, and Adobe Express provide user-friendly templates for creating eye-catching posts, stories, and ads. These tools help maintain a professional, on-brand aesthetic without requiring advanced design skills.
- Analytics Tools: Use services like Google Analytics, Meta Insights, or Sprout Social to monitor engagement, track post performance, and refine your strategy based on what works best.
- Hashtag Generators: Tools like Hashtagify and All Hashtag can help identify trending and relevant hashtags to increase your posts’ visibility and reach a wider audience.
- Community Management Services: Platforms like Sprinklr or Zendesk Social allow you to manage comments, messages, and reviews in one place, helping you stay responsive and build stronger relationships with your audience.
By integrating these services into your workflow, you can simplify social media management, improve your online presence, and free up time to focus on other aspects of your glamping business.
Conclusion
Social media is a powerful and cost-effective tool to market your glamping site, helping to attract guests, build your brand, and boost bookings. Prioritise organic engagement and free tools before diving into paid ads, ensuring your strategy is both sustainable and effective. Combining a strong social media presence, targeted paid ads, and a well-designed website creates a winning formula for success.
Ensure that your website and social media platforms complement each other, working together to drive direct bookings and establish credibility. Remember, consistent branding, engaging content, and a guest-centric approach are the pillars of effective marketing.
At Home Living Luxury, we’re more than just glamping pod suppliers. We’re industry leaders dedicated to helping your business thrive. From crafting bespoke, high-quality pods to offering expert advice on building and marketing your glamping site, we provide end-to-end support to turn your vision into a reality.
Schedule a free consultation today to explore how we can help you create exceptional guest experiences, attract bookings, and position your glamping business for long-term success. (Link below the FAQs)
Summary
- Select social media platforms like Instagram and Facebook to effectively reach your target audience.
- Create engaging visual content, including high-quality photos and videos, tailored to each platform for maximum impact.
- Use relevant hashtags, diverse content formats, and storytelling to build brand awareness and encourage engagement.
- Leverage paid marketing with Google Ads and targeted social media campaigns to boost visibility and drive bookings.
- Maximise free tools like Facebook Groups to connect with potential guests and promote your glamping site organically.
- Develop a user-friendly website with direct booking options, high-quality images, and clear branding to complement social media efforts.
- Balance direct bookings with third-party platforms to maximise exposure and maintain profitability.
- Establish a consistent brand presence across all channels to build trust and encourage guest loyalty.
- Engage your audience early by sharing progress updates, sneak peeks, and authentic experiences before launching.
- Simplify social media management using scheduling tools, content creation platforms, and analytics services for efficiency and consistency.
FAQs
Which social media platform is best for marketing a UK glamping site?
Instagram and Facebook are highly effective for marketing glamping sites, with Instagram excelling in showcasing visually stunning content like dreamy interiors, scenic landscapes, and luxury amenities. Facebook, on the other hand, allows for a wider audience reach, event promotions, direct booking links, and participation in travel-related groups to connect with potential guests. For professional networking and collaborations, LinkedIn can also be valuable.
How can I get more bookings without spending on ads?
Focus on organic strategies such as joining location-specific and interest-based Facebook Groups to share updates and promotions. Collaborating with travel influencers can increase exposure without upfront costs, while optimising your website for SEO ensures your glamping site ranks higher in search results, attracting guests searching for unique stays. User-generated content and guest reviews also help build trust and credibility.
Should I use a booking platform or rely on direct bookings?
A balanced approach works best. Direct bookings save you commission fees and allow more control over cancellations and guest communication, but listing on platforms like Airbnb and Booking.com provides added visibility and credibility. Diversifying your booking channels ensures you reach a broader audience while maintaining your own direct booking options to maximise profitability.
How often should I post on social media?
Consistency is key. Aim for at least 3–5 posts per week to keep your audience engaged and your content visible. Complement this with daily Instagram or Facebook Stories to maintain regular interaction with your followers. Tailor your posting schedule based on analytics to identify peak engagement times.
What kind of content attracts the most engagement?
Behind-the-scenes content, such as the construction of your site or daily operations, helps build a personal connection with your audience. High-quality visuals, including scenic landscapes, luxury amenities, and guest activities, are highly engaging. Guest testimonials and user-generated content add authenticity, while interactive posts like polls or Q&A sessions encourage direct audience participation and boost engagement.