What Secret Garden Glamping does

Secret Garden Glamping is a privately-held luxury glamping operator founded in April 2020 by Derry Green in Skelmersdale, Lancashire. The company designs, builds, and operates private, custom-built glamping units at premium price points (£265-£290 per night in the UK, from €290 per night in Ireland), targeting couples, families, and wellness travelers seeking seclusion and included luxury amenities rather than the shared-facility model common in the sector. Every unit includes a private hot tub, en-suite bathroom, and underfloor heating, with select units adding saunas, cold plunges, outdoor cinemas, and pool tables. The company currently operates 22 uniquely themed units across five locations: a 14-unit flagship at Mole Hall in Lancashire, four units on the Lizard Peninsula in Cornwall (opened March 2025), a Devon site (Blossom, with Bluebell added for 2026), three units in Wexford, Ireland (opened January 2026), and a La Mancha, Spain location. Ancillary revenue streams include the UK's first glamping tiki bar (Lost Lagoon), on-site farm animal experiences in Devon, and add-on services such as firewood delivery, hot tub pre-light, and food/provision boxes.

The business model is direct-to-consumer, with bookings processed through the company website, the ResNexus reservation platform, and Airbnb, and a franchise program now being offered for new locations. Technology infrastructure consists of ResNexus for booking and payments, TouchStay for digital guest welcome guides, and a QR/SMS room-service system; marketing runs through Meta and Google Ads with Pixel-based remarketing. Revenue mechanics rely on a 30% deposit at booking, balance due six weeks before arrival, with short-notice bookings paid in full. Distribution is supported by a strong organic social presence on Instagram, TikTok, and Facebook, and a self-described position as the UK's most viewed, most followed, and most booked glamping site, with 1,300+ five-star reviews and a 50,000+ waitlist cited as of mid-2023.

Growth has been funded primarily organically and through a six-figure debt facility secured in June 2023, without institutional venture or private equity capital. The company has invested heavily in product refresh, including redesigns of The Lodge (UK's first glamping salt sauna), The Retreat (cold plunge, mini golf), and The Oasis, and has been recognized with the VisitEngland 2024 UK Camping, Glamping and Holiday Park of the Year award. Operating geographies currently cover England and Ireland, with Spain referenced as an additional market.

Name

Secret Garden Glamping

Legal name

The Secret Garden Glamping

Website

https://thesecretgardenglamping.uk

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Secret Garden Glamping is a privately-held UK luxury glamping operator founded in 2020. It runs 22 custom-built accommodation units across five locations in England, Ireland, and Spain, serving couples, families, and wellness travelers seeking private retreats with hot tubs, saunas, and premium amenities.

Ownership category

akta.pro rank

Product category

Luxury Glamping Hospitality

NAICS

Recreational and Vacation Camps (except Campgrounds) (721214), All Other Traveler Accommodation (721199)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000)

akta.pro primary industry

Glamping Resorts (Luxury Tents, Domes, Yurts) (THAGAOAC)

akta.pro secondary industries

Glamping Resorts & Luxury Camping (THAMAJAC), Glamping & Luxury Nature Camps (Eco-Glamping) (THAAAHAK)

Keywords

• Luxury glamping accommodation
• Outdoor hospitality services
• Private holiday rentals
• Unique vacation experiences
• Wellness retreats UK

Headquarters

HQ city

Skelmersdale

HQ country

United Kingdom

HQ region

Europe

Offices5 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Infrastructure, Operations, Personnel, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Accommodation Bookings: Core revenue from renting luxury glamping units. Customers book individual units for stays, with 30% deposit at booking and balance due 6 weeks before arrival.
2. Add-on Services and Extras: Optional extras including hot tub pre-light (heated and ready at check-in), breakfast boxes, food and provisions boxes, firewood delivery, and farm animal encounters at Devon site.
3. Gift Certificates: Gift certificate sales through ResNexus platform for special occasions.
4. The Lost Lagoon Tiki Bar: On-site bar generating revenue from drinks sales to guests staying at Lancashire site.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Secret Garden Glamping operates luxury glamping sites across five locations in the UK and Ireland, offering 22 uniquely themed accommodation units with private hot tubs, en-suite bathrooms, underfloor heating, and complete privacy. The company provides bookable overnight stays, on-site amenities (Lost Lagoon Tiki Bar, room service, farm animal encounters), and optional extras such as firewood, breakfast boxes, and provisions delivered to guests.

Product overview

Secret Garden Glamping is a luxury glamping operator offering 22 units across five locations in the UK and Ireland: Lancashire (Mole Hall flagship with 14 units), Cornwall (4 units), Devon (Blossom/Bluebell), Ireland/Wexford (3 units), and La Mancha. The portfolio spans couples retreats (The Lodge, The Retreat, The Hideout, The Pavilion) to larger group accommodations (The Wilderness Spa, The Lookout, The Oasis, The Luxe, Vista, Cove, Horizon). Core amenities at all units include private hot tubs, en-suite bathrooms, underfloor heating, and complete privacy. Unique offerings include the Lost Lagoon Tiki Bar and room service at Lancashire, farm animal encounters at Devon, and saunas with outdoor cinemas at Ireland. The company operates on a 'Luxury as Standard' philosophy where premium features are included rather than charged as extras.

Differentiator

Problem solved

Functional benefit

Products and services

• Lancashire (Mole Hall) Glamping Site Flagship 14-unit glamping site across four acres of private woodland in Skelmersdale, Lancashire, including The Hideout, The Lodge, The Retreat, The Oasis, The Wilderness Spa, The Lookout, Wonderland, The Luxe, and others. Includes the Lost Lagoon Tiki Bar and the UK's first glamping room service.
• Cornwall Glamping Site Four-unit glamping site on the Lizard Peninsula in Cornwall featuring Vista, Cove, Horizon, and The Pavilion, each with private hot tubs, en-suites, and outdoor cooking facilities with views of the Cornish coastline.
• Devon Glamping Site Glamping site in the Devon countryside with the Blossom unit (and Bluebell added for 2026) featuring private hot tubs, outdoor amenities, and on-site farm animal encounters including camels, alpacas, owls, meerkats, ponies, and emus.
• Ireland (Wexford) Glamping Site Three-unit glamping site in County Wexford, Ireland, featuring Three Rocks (with Ireland's first salt sauna and outdoor cinema), Skeeter Rock, and Raven Rock. All units include private hot tubs, with select units featuring saunas and outdoor cinemas.
• Lost Lagoon Tiki Bar On-site tropical-themed bar at the Lancashire Mole Hall site serving handcrafted cocktails, rum-based classics, alcohol-free options, and signature tiki mugs. Open daily 5pm-10pm exclusively for on-site guests.
• Glamping Room Service First UK glamping room service enabling guests to order firewood, food boxes, and provisions via SMS or QR code, delivered directly to their unit without leaving the outdoor space.
• The Hideout Original couples unit at Lancashire built in April 2020, featuring outdoor sauna, heated outdoor shower, and four-person hot tub. Refurbished for 2025.
• The Lodge Couples unit at Lancashire redesigned in 2025 with a six-person wood-burning hot tub, cold plunge, outdoor shower, and the UK's first glamping salt sauna.
• The Retreat Most secluded couples unit at Lancashire, fully redesigned for 2026 with air conditioning and heating, cold plunge pool, outdoor shower, new bar area, two-hole mini golf course, and a horsebox en-suite.
• The Wilderness Spa
• The Lookout
• The Oasis
• The Pavilion
• Three Rocks
• Skeeter Rock
• Raven Rock
• Farm Animal Experiences
• Breakfast Box
• Food and Provisions Box
• Hot Tub Pre-Light
• Firewood Delivery
• Gift Certificates
• La Mancha Hall Glamping Site

Quantifiable outcome

• Over 50,000 people on waitlist
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration5 records

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• ResNexuscoreTechnology or IntegrationThird-party reservation and booking management platform used across all Secret Garden Glamping locations for managing availability, processing bookings, payments, and gift certificates.
• AirbnbminorChannel Partner/ Reseller/ DistributorInitial growth was driven through Airbnb listings. Company continues to use Airbnb as a distribution channel for bookings.
• Local Suppliers (within 15 miles)minorStrategic or Co-development PartnerAll suppliers for catering, wood, and essentials are sourced locally within 15 miles of each site, supporting local economy and sustainability goals.
• The Little Green Platter CompanyminorStrategic or Co-development PartnerLocal catering partner that brings an extra level to the glamping site through food partnerships.
• Meta (Facebook, Instagram)minorGTM or Marketing PartnerMeta Pixel tracking and advertising used to track website usage, measure advertising performance, and support remarketing campaigns.
• GoogleminorGTM or Marketing PartnerGoogle Ads used for paid advertising, tracking, and remarketing across search and display networks.

Scale indicators6 records

Recent moves11 records

Expansion highlights6 records

Broad incumbents

• Glamping Hub: Global online marketplace aggregating thousands of glamping properties worldwide. Competes with Secret Garden for guest attention and is a complementary distribution channel, providing useful reference on category demand and pricing.
• Yelloh! Village: Large European upscale outdoor-holiday operator running hundreds of campsites and lodge parks across France, Spain, Portugal and Italy. A broader incumbent showing how a premium outdoor-hospitality brand can scale internationally, relevant to Secret Garden's franchise and international expansion thesis.
• Sykes Holiday Cottages: Large UK short-stay holiday accommodation operator and aggregator with thousands of UK and Ireland properties. Adjacent competitor for UK couple-and-family leisure stays and a useful benchmark for scale and direct-booking best practice in UK staycations.

Direct peers

• Canopy & Stars: UK-focused boutique glamping and unusual places-to-stay specialist, curating and distributing unique rural accommodation. Highly comparable in targeting couples and families seeking premium, distinctive stays across the UK and Ireland.
• Kampaoh: Spanish glamping and camping operator with a portfolio of tented and cabin sites across Spain, including premium offerings with private amenities. Directly relevant as a Spanish-market comparable for Secret Garden's La Mancha site.
• Under the Stars Glamping: UK luxury glamping operator running multiple bespoke glamping sites with private hot tubs and premium theming in England. Competes head-to-head with Secret Garden for the same UK couple-and-family segment at similar price points.
• Featherdown Farms: UK and European luxury camping and glamping operator offering fully-equipped tented lodges and cabins on farms and rural estates. Closest direct comparable to Secret Garden's model of premium, themed, amenity-rich units in countryside settings at comparable price points.
• Huttopia: European glamping and nature-camp operator with 60+ sites across France, the Netherlands, Spain, China and North America. Comparable product (wooden cabins, tents, chalets with private outdoor amenities) and directly relevant to Secret Garden's La Mancha expansion ambitions.
• Eco Retreats: UK luxury glamping operator offering high-end geo-domes, yurts and cabins with hot tubs across multiple English and Welsh locations. Closely comparable product, geography and customer segment to Secret Garden's portfolio.

Emerging players

• Mr & Mrs Smith: Boutique and luxury hotel curation platform with a growing portfolio of high-end stays including unique outdoor and rural properties. Targets the same premium UK and international couple demographic and is increasingly adjacent to the luxury glamping category.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/thesecretgardenglampinguk
• Instagraminstagram.com/thesecretgardenglamping
• TikToktiktok.com/@thesecretgardenglamping?lang=en
• LinkedInlinkedin.com/company/the-secret-garden-glamping

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries1 record

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Secret Garden Glamping