The State of Glamping in 2025: Trends, Premiums, and Predictions with the Godmother of the Industry

When you need real talk and real data on the glamping industry, there’s one person you call — and her name is Shari Heilala. In this episode, I sit down with the “godmother of glamping” for a deep dive into Sage Outdoor Advisory’s just-released Q2 USA Glamping Market Insights Report — the most comprehensive data set on the U.S. glamping market to date. We unpack how Shari and her team are filling the gaping holes in industry data with hard-earned, operator-grade insights — from average daily retail rates (spoiler: domes are leading the pack at $257/night) to the surprising rise of budget-minded cabin stays. We explore the methodology behind their research, what types of properties made the cut (and why backyard yurts didn’t), and how design decisions, geography, and hospitality strategy are influencing returns in the outdoor space. You’ll also hear Shari’s reflections on the rise of hard-sided structures, her take on the next evolution of glamping (hint: it’s all about service), and how proximity to national parks and airports materially impacts revenue potential. We also chat through: Why occupancy is the next frontier in outdoor data reporting What surprised Shari most by region and unit type How to spot saturated markets — and what it takes to stand out Whether prefab vs. stick-built tells a meaningful data story yet Why land — not your unit type — might be your biggest asset …and so much more This conversation is equal parts masterclass and myth-buster. All right friends, without further ado, get ready to meet Shari. Connect with Shari on LinkedIn Behind the Stays is brought to you by Journey — a first-of-its-kind loyalty program that brings together an alliance of the world’s top independently owned and operated stays and allows travelers to earn points and perks on boutique hotels, vacation rentals, treehouses, ski chalets, glamping experiences and so much more. Your host is Zach Busekrus, Head of the Journey Alliance. If you are a hospitality entrepreneur who has a stay, or a collection of stays with soul, we’d love for you to apply to join our Alliance at journey.com/alliance.