MC Fireside Chats – October 9th, 2024

MC Fireside Chats

The October 9, 2024, episode of MC Fireside Chats, hosted by Brian Searl, featured guests Chris Jeub and Miguel Huerta, diving into a deep discussion about the Glamping Show and the broader outdoor hospitality industry. The conversation began with a light introduction, as Brian humorously shared his struggle with his camera setup before diving into the key topic: a recap of the recent Glamping Show in Aurora, Colorado. Both Chris and Miguel had attended, and they shared insights from their experiences at the show. The Glamping Show was described as an increasingly international event, with a notable rise in attendees from Latin America, which Miguel emphasized. He pointed out that many attendees were new to the industry, eager to learn the ropes of glamping operations. Miguel noted how the show’s exhibition space had grown, with more exhibitors and better facilities, despite the cold weather, which the event organizers had cleverly mitigated with enclosed walls for the tents. A key part of the conversation revolved around the attendees and their needs. Miguel highlighted how many people attending the show were industry rookies, looking to break into the glamping space. He also touched on the demand for more tailored education for those already running operations. Chris agreed, suggesting that the show could focus more on experienced operators and provide advanced content beyond the basics. He also noted the challenge of attendees who may feel the need to attend once but not return unless there’s fresh, advanced material. Marketing became a central theme, with Brian, Chris, and Miguel discussing its critical role in running a successful glamping business. Brian emphasized the importance of understanding the target audience, even before acquiring land or building accommodations. Marketing, in his view, is essential from the very start, shaping the success of a glamping operation. He pointed out that simply building accommodations is no longer enough in a post-COVID market where consumers have more choices. The panel agreed that marketing needs to be an ongoing, adaptable process. Miguel expanded on this by stressing that marketing is not just about spending money but about making smart, strategic investments. He shared data from Scott Bahr’s research, noting that while revenue in the glamping industry grew by 23% year-over-year, expenses rose by 39%, largely driven by marketing costs. He advised that operators must be prepared to allocate a significant portion of their revenue—up to 10%—for marketing efforts, including digital channels, which he noted had seen a decline in investment as operators sought alternative approaches like public relations and sponsorships. Chris contributed his perspective as a hands-on operator, explaining that his marketing strategy has shifted as his operation has evolved. He talked about the need to balance expectations with offerings, ensuring that guests receive what they anticipate based on the marketing they see. He emphasized that marketing should align with the reality of the experience offered, whether it’s luxury or a more rustic glamping experience. Chris also highlighted how direct bookings have become increasingly important, as they offer a better connection with guests and help reduce reliance on platforms like Airbnb. The conversation then turned toward the future of the Glamping Show itself. Both Chris and Miguel expressed excitement about its continued growth but emphasized the need for the event to evolve. They discussed the potential for the show to offer more niche content for seasoned operators, including those looking to expand or refine their operations. Miguel suggested that regional meetups and more targeted educational sessions could be beneficial for the industry, particularly as glamping becomes more sophisticated and segmented. As the discussion wrapped up, Miguel shared insights into the Latin American market, noting that WhatsApp plays a crucial role in managing bookings and communication with guests. He also touched on the unique challenges of running glamping sites in more remote locations, where maintenance costs and logistical issues can be higher. Brian closed the conversation by returning to the theme of creativity in marketing and operations. He reiterated that operators must continue to think strategically, not just in terms of immediate returns but long-term sustainability. He encouraged the use of new technologies, like AI, to optimize marketing efforts and reach the right audience. Miguel agreed, noting how tools like TikTok have dramatically shifted the landscape of digital marketing, with viral videos helping to drive significant traffic to glamping sites. In summary, the episode offered a thorough exploration of the Glamping Show and the evolving needs of the outdoor hospitality industry, with a particular focus on marketing strategies, the importance of understanding guest demographics, and the growing sophistication of glamping operations.