In the ever-evolving world of glamping, the allure of offering a myriad of lodging options can be tempting. However, the true essence of a successful glampground lies in the power of focusing on fewer, carefully selected offerings that define your brand and enhance your guest experience.
At Ferncrest, we’ve embraced this philosophy by eliminating one of our tent types after the first season and focusing on just 2 distinctive offerings.
Today, we want to share why niching down is essential for your glamping business.
The Pareto Principle in Glamping
The Pareto Principle, or the 80/20 rule, states that 80% of your results come from 20% of your efforts.
In the context of a glampground, this means that a small selection of well-chosen, high-quality accommodations can drive the majority of your success.
At Ferncrest, we’ve streamlined our offerings to two main types of tents:
Dome tents and our signature safari-style Crest tents.
By focusing on these options, we can ensure each guest enjoys a consistently exceptional experience, leading to higher satisfaction and repeat bookings.
Avoiding the “More is More” Trap
There’s a common misconception in the glamping industry that more variety equals better service.
However, offering a hodgepodge of tent types and lodging options often results in a disjointed, mom-and-pop operation vibe that feels less professional.
By narrowing our focus, at Ferncrest we have eliminated lower-tier Bell tents and resisted the temptation to add high-end cabins or treehouses. This decision allows us to maintain a cohesive and polished brand identity that our guests recognize and trust.
Defining Your Brand Identity
Your glampground’s identity is crucial to its success. Having too many different levels of accommodations can dilute your brand and confuse your potential customers.
At Ferncrest, our focus on Dome and Crest tents has solidified our reputation for providing a distinctive and high-quality glamping experience. This clarity in our offerings helps us market more effectively and ensures that our guests know exactly what to expect.
A strong, consistent identity is the hallmark of great brands like Apple, McDonald’s, and Nike – and it can be the cornerstone of your glamping business too.
Consistency and Repetition in Marketing
Consistency and repetition are key to building a recognizable and trustworthy brand. By concentrating on a specific type of accommodation, you can create targeted marketing campaigns that resonate with your ideal customer base.
At Ferncrest, our focus allows us to highlight the unique features of our Dome and Crest tents repeatedly, reinforcing our brand message. This strategy not only attracts the right customers but also builds loyalty and encourages word-of-mouth referrals.
Niching down and focusing on a select few offerings can transform your glampground from a collection of tents into a cohesive and powerful brand.
Embrace the power of focus, and watch your glampground flourish.
Happy Glamping!
Brian & Joanna Linton
