In the latest episode of the The Unique Hospitality Podcast, host Nick Purslow sits down with Derry Green, the visionary behind The Secret Garden Glamping in the UK. Known for his innovative approach to the glamping industry, Derry offers a masterclass in leveraging social media, delivering unforgettable experiences, and fostering collaboration to push the boundaries of what glamping can achieve.
If you’re in the outdoor hospitality industry or simply fascinated by how to turn a passion into a thriving business, this episode is a must-listen. Here, we’ll unpack the key takeaways from Derry’s journey, strategies, and vision for the future of glamping.
From Garden Project to Glamping Phenomenon
Derry’s glamping journey began during the pandemic when a backyard camping project for his children went viral. Encouraged by the overwhelming interest, he transformed his property into a full-fledged glamping destination. Today, The Secret Garden boasts 13 unique units, over 1.2 million social media followers, with over 330k followers on Instagram, and a booking schedule that stretches into 2027.
Key milestones in Derry’s story include:
- Viral Media Coverage: The initial buzz came from a media story showcasing his backyard creation, which quickly escalated into demand for bookings.
- Dragons’ Den Appearance: A pivotal moment that amplified the visibility of The Secret Garden, positioning Derry as a leader in the UK’s glamping industry.
- Social Media Mastery: With six billion views across platforms, Derry’s understanding of algorithms and content creation has solidified his brand as a household name.
The Power of Social Media in Glamping
Derry’s approach to social media is nothing short of revolutionary. He views The Secret Garden as a social media organization that happens to have a glamping site. This mindset has allowed him to tap into the full potential of platforms like TikTok and Instagram.
Key Strategies for Social Media Success:
- Test Content on TikTok: By leveraging TikTok’s advanced algorithm, Derry identifies high-performing content before rolling it out to other platforms. This strategy ensures every post resonates with the target audience.
- Aspirational Content: Instead of overtly selling, Derry focuses on showcasing experiences guests can look forward to, such as relaxing in a hot tub or enjoying scenic views.
- Engagement-Driven Posts: Asking followers to guess new features, share preferences, or interact with countdowns builds anticipation and fosters a sense of community.
- Storytelling: As Derry highlights, people connect with the why behind a business. Sharing personal stories about his family, team, and vision has deepened engagement with his audience.
Pre-Launching Glamping Units: A Masterclass in Marketing
One of Derry’s most innovative approaches is pre-launching glamping units before they’re even built. By creating buzz and accepting bookings based solely on concept teasers, he generates funding and audience excitement simultaneously.
Steps in the Pre-Launch Process:
- Create Mystery: Share only the name and broad concept of the unit, leaving details to the imagination.
- Engage the Audience: Use polls, questions, and teasers to involve followers in the creative process.
- Leverage FOMO (Fear of Missing Out): Stress the exclusivity of bookings, encouraging early reservations.
- Reveal with a Bang: Launch the unit with a dramatic unveiling, ensuring high visibility and engagement.
The Importance of Collaboration in Glamping
Derry emphasized the value of industry collaboration, citing the UK Glamping Association (GA) as a step toward creating a unified voice. Unlike the more fragmented UK market, the US glamping industry has fostered a culture of cooperation.
Why Collaboration Matters:
- Shared Success: As Derry points out, the competition isn’t between glamping sites but between glamping and traditional accommodations like hotels and Airbnbs.
- Industry Growth: A collective effort to raise glamping’s profile benefits all operators, large and small.
- Learning and Innovation: Sharing best practices and challenges allows for faster innovation and improved guest experiences.
Designing for Virality
Every detail at The Secret Garden is meticulously planned with social media in mind. From the layout of units to the choice of lighting, every element serves to enhance shareability.
Tips for Designing Instagram-Worthy Spaces:
- Optimize Views: Align interiors and exteriors to create striking visuals.
- Use Natural Elements: Incorporate greenery, natural light, and outdoor features to evoke a sense of tranquility and adventure.
- Prioritize Unique Features: Hot tubs, saunas, and bespoke designs become focal points for content.
- Think About Entry Points: Ensure that first impressions captivate both guests and viewers on social media.
Looking Ahead: Trends in Glamping and Social Media
Derry predicts that storytelling and longer-form content will dominate future social media trends. He also foresees a growing emphasis on the experiential aspect of glamping, distinguishing it from traditional accommodations.
Emerging Trends to Watch:
- Founder-Focused Content: Guests want to know the people and stories behind the brands they support.
- Hybrid Experiences: Combining luxury with adventure will continue to attract diverse audiences.
- Sustainability: Eco-conscious practices will become a significant factor in guest decision-making.
- Niche Marketing: Targeted content for specific demographics will outperform broad, generic campaigns.
Conclusion
Derry Green’s journey offers a blueprint for success in the glamping industry. By leveraging social media, fostering collaboration, and prioritizing guest experiences, he has redefined what’s possible in outdoor hospitality.
Whether you’re a seasoned operator or just starting, the lessons from this podcast episode underscore the importance of innovation, authenticity, and community in building a sustainable and thriving glamping business.