In a recent episode of The Unique Hospitality Podcast, Nick Purslow and Connor Schwab sat down with Shari Heilala, the founder of Sage Outdoor Advisory, to dive deep into the glamping industry and its exciting growth. As one of the most sought-after names in outdoor hospitality consulting, Sage Outdoor Advisory has built its reputation by providing valuable insights through feasibility studies and appraisals that help landowners and developers unlock the potential of their glamping projects.
This blog post captures the key points of their discussion and reflects on how Sage Outdoor Advisory is leading the charge in shaping the glamping industry through its innovative approach to data collection, analysis, and project consulting. Whether you’re a curious entrepreneur looking to get into the glamping space, or simply a hospitality enthusiast, this blog will give you a taste of the podcast and the key takeaways for those working in or interested in the glamping sector.
Shari’s Journey into Glamping Consulting
Shari’s background is in commercial real estate where she spent many years doing appraisals and feasibility studies. Her introduction to glamping was almost accidental when a campground appraisal crossed her desk. What started as curiosity turned into passion. She saw the opportunity in glamping and before long her focus shifted from hotels and other commercial real estate to the outdoor hospitality sector.
Shari explains how she started her company in 2012, doing appraisals and then feasibility studies as glamping started to take off. Over time the team at Sage Outdoor Advisory has become a leader in the industry not just for their consulting work but for their data analysis. Their database which tracks trends, occupancy rates and site performance across the US has been instrumental in guiding new and existing operators to success.
Sage’s Role in the Glamping Industry
As mentioned on the podcast, Sage Outdoor Advisory is the first to collect and analyze glamping specific data. This data is used to provide insights to their clients so developers can make informed decisions on new projects and investors can feel confident in their returns.
One of the biggest problems in the glamping industry is the lack of data. Unlike the traditional hospitality sectors like hotels where data and reports are easily available, glamping is the wild west. That’s where Sage comes in.
The team has done manual research on 338 glamping locations across the US, recording over 7,400 units. This database allows Sage to provide insights to new entrants to the market. Whether it’s average rates, occupancy, seasonality or the impact of amenities like private bathrooms or food and beverage services, Sage’s data allows operators to make data decisions.
Feasibility Studies vs. Appraisals
One of the things Shari talks about in the podcast is the difference between feasibility studies and appraisals. Both have similar components like market analysis, revenue projection and cost assessment but the end goals are different. An appraisal determines a property’s market value for financing or sale purposes. A feasibility study on the other hand is about the economic viability of a new project. It helps developers know if their idea will generate enough return on investment and often includes recommendations on unit types, rates and operational structure.
In glamping this is key. Many new entrants to the market come in with big ideas but little knowledge of the industry. Shari says a feasibility study gives you a clear path to success, from what type of units will work on a particular piece of land to what rates you can realistically charge.
Glamping Data Insights
The best part of Sage Outdoor Advisory’s work is the data they’re adding to the glamping industry. Shari shares some of the latest data from their ongoing research, so you can get the inside scoop.
Key Takeaways from the Data:
- Unit Type: Safari tents are the most popular unit type, 28% of all tracked glamping units. Modern tiny homes and rustic cabins are close behind. Domes may be less common but command some of the highest rates, $531 per night.
- Private Bathrooms: Units with private bathrooms command a much higher average nightly rate—$354 vs $204 for units with shared facilities. This alone can be a game changer for glamping developers when planning a project.
- Seasonality: Soft-walled structures like safari tents and yurts have an average operating season of 7-8 months, while hard-walled units like cabins and domes can operate almost year round (11.4-11.6 months).
- Rate Trends: From 2022 to 2024, the average nightly rate for glamping units increased 9% from $312 to $339, despite inflation and higher interest rates.
Occupancy and Demand
Sage Outdoor Advisory doesn’t release occupancy numbers but they have seen trends that show demand is still strong. The industry boomed during the pandemic as people were looking for more secluded outdoor experiences and then dipped in 2023 and 2024 as inflation and consumer spending tightened. But rates are still rising so glamping is still a luxury for those who can afford it.
Shari and her team think demand will keep growing as people want to disconnect from their crazy lives and reconnect with nature in a comfortable, luxurious way.
The Future of Glamping
One of the best parts of the podcast was the conversation about the future of glamping. Shari and Connor talked about how they see the industry evolving in the next 5-10 years. With rates higher and lending more conservative it may take longer for new projects to get going. But they are confident glamping’s unique proposition will still attract investors and customers.
For Sage Outdoor Advisory the team will be expanding their data collection into Canada and refining their data into more regional granularity. They hope by making glamping data more accessible they can help shape the industry and get new projects off to a good start.