Outdoor Hospitality in Europe: The Rise of the Horizontal Hotel

Outdoor hospitality in Europe – once seen as rustic or seasonal – is experiencing a major transformation. Spurred by the pandemic, technological advances, and investor interest, this sector is evolving into one of the most dynamic and resilient parts of the tourism landscape. Travellers are now choosing nature-based experiences, combining comfort with open-air escapes.

Defining outdoor hospitality

Outdoor hospitality blends the natural environment with varying levels of comfort – from traditional campsites to luxurious glamping setups. It caters to travellers seeking immersion in nature without forgoing convenience.

Trends and post-pandemic acceleration

Over the past decade, the sector has evolved rapidly. The COVID-19 pandemic accelerated demand as travellers sought safety, open spaces, and wellness. Traditional camping remains popular, but glamping and eco-resorts have seen significant growth. In Spain alone, glamping bookings surged 107% in one year (Hosteltur).

Why travellers are choosing nature

This shift is about more than safety. After years of confinement, people crave fresh air, slow days, and real connection – with nature and loved ones. Outdoor stays now represent wellness, reconnection, and mental restoration.

The sector’s broad spectrum – from affordable to ultra-luxury – makes it accessible to families, couples, and solo adventurers alike. Social media has helped too: picturesque domes, hammocks, and cabins spark a desire for unique experiences. Premium segments are booming, with guests seeking exclusivity and authentic engagement with landscapes and local culture.

Core trends shaping the future

• Sustainability: Many operators embrace eco-friendly practices like solar energy and zero-waste kitchens, reflecting a shared value with their guests.
• Experiential Travel: Activities such as olive harvesting or stargazing offer more than just a bed—they deliver lasting memories.
• Luxury, Redefined: Premium outdoor stays now emphasize space, quiet, and minimal intrusion rather than just amenities.
• Technology: Enhancements like online booking and smart check-ins improve convenience while preserving tranquillity.

Growth stories

Several brands are reshaping the sector:

• Kampaoh (Spain): Started with €5,000 in 2016, now operates over 3,500 glamping units across four countries.
• Huttopia (France): Operating since 1999, with over 130 sites in nine countries.
• Wecamp: Supported by Meridia Capital, has revitalized older campsites into sustainable resorts, managing 15+ locations.

Hotel brands join the movement

Traditional hotel chains are also tapping into outdoor hospitality:

• Marriott acquired Postcard Cabins and partnered with Trailborn in 2024.
• Hilton joined with AutoCamp to add boutique glamping near national parks.
• Hyatt partnered with Under Canvas to expand into upscale outdoor offerings.
• Accor is testing “Flying Nest,” a modular outdoor hotel concept using shipping containers.

This is about more than diversification – it reflects a shift in guest values toward sustainability, wellness, and authentic experiences.

Investment landscape

Investor interest is booming, particularly in glamping, which represents a high-end, design-forward, sustainable subsegment.

From 2015, demand has grown over 60% in some markets. The European glamping market hit USD 1.22 billion in 2024 and is projected to reach USD 2.08 billion by 2030 (CAGR of 9.5%). France alone contributed USD 281.6 million in 2024, expected to grow to USD 457.1 million by 2030 (grandviewresearch).

The outdoor hospitality sector in Europe benefits from limited supply, which is constrained by strict regulations and limited land availability. This scarcity helps drive higher occupancy rates and allows operators to maintain premium pricing. In France, for example, the number of campsites has declined by 1,600 since 2000. Of the 7,460 campsites that remain, only about 4,000 are considered high-performing – highlighting a market where demand is increasingly concentrated on better-quality sites as weaker ones exit the market (Lemonde.fr).

In Spain, leading players such as HolaCamp, Taiga, and Meridia Capital are driving modernization and consolidation in the outdoor hospitality sector, with over €600 million in planned investments to develop or upgrade numerous sites nationwide (EjePrime, Europa Press). Additional projects, including glamping developments in Peñíscola and eco-sustainable initiatives by Altanea in Tarifa highlight the growing focus on premium, experience-led offerings. These developments mirror a broader European shift toward high-quality outdoor accommodations.

The potential for higher yields compared to traditional hotels, the diversification potential and alignment with sustainability goals, are drawing interest from private equity giants like Blackstone, Brookfield, and KKR, alongside family offices and local entrepreneurs.

Reflecting this momentum, the Abu Dhabi Investment Authority (ADIA) recently acquired a significant minority stake in European Camping Group (ECG) from PAI Partners. The transaction (set to close in Q2 2025, subject to regulatory approval) highlights the growing confidence among global institutional investors in the sector’s long-term performance and resilience.

Looking ahead

The rise of outdoor hospitality is more than a trend – it reflects a fundamental shift in how we travel and connect. As the sector grows, the challenge will be preserving its core values: nature, sustainability, and meaningful experiences.

Far from a passing fad, outdoor hospitality is likely to remain a vital part of Europe’s tourism future, offering both economic potential and a return to something essential – our connection with the natural world.

Irene Santos is a seasoned consultant at Horwath HTL Spain, specializing in hotel planning and development, as well as valuations. Connect with Irene on LinkedIn.

This article originally appeared on Horwath HTL.