Wigwam Holidays

What Wigwam Holidays does

Wigwam Holidays Ltd is a UK-based, privately held glamping brand and franchise/partner platform founded in 2000 in Edinburgh. The company operates a network of 80+ glamping sites across Scotland, England, Wales and Northern Ireland, run by independent rural hosts (farmers, landowners, estates) who join via a structured 5-step onboarding process and operate under the Wigwam brand, booking platform and operational standards. Its core product is the Wigwam Cabin, a proprietary glamping pod offered in tiers ranging from entry-level Original Pods (from ~£30/night) to Running Water En-suite, Running Water Deluxe, Wigwam Lodge (wheelchair-accessible) and Sheiling Cabins, complemented by hot tub add-ons, gift vouchers and special offers; flagship sites such as Wigtown, Eden Valley, The Loft and Great Tregath anchor the network with premium and sustainable offerings.

The underlying technology is an online booking platform with property and partner management, location/amenity search and filtering, a Wigwam Price Guarantee for direct bookings, contactless check-in via the Touchstay app, and a Creator Partner Program that distributes the brand through UK travel and lifestyle influencers on a commission basis. Wigwam Holidays earns revenue from franchise/partner site fees, a transaction share on consumer bookings, ancillary add-ons (hot tubs, bedding, firewood, dog fees), the Happier Outdoors Club membership and creator-program commissions. The company is funded entirely organically (no disclosed external funding or parent), holds the registered "Wigwam®" trademark, and has earned third-party recognition including the 2024 Feefo Gold Trusted Service Award and a 2021 TripAdvisor Travellers' Choice Award, alongside regional tourism and sustainability certifications.

Name

Wigwam Holidays

Legal name

Wigwam Holidays Ltd

Website

https://wigwamholidays.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

11–50 employees

Short description

Wigwam Holidays Ltd is a UK-based, privately held glamping brand and franchise platform founded in 2000, operating 80+ Wigwam Cabin sites across Scotland, England, Wales and Northern Ireland via independent rural hosts who sell directly to UK families, couples and pet owners seeking outdoor stays.

Ownership category

akta.pro rank

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Glamping Stay Bookings: Direct revenue from consumer bookings of glamping pods, cabins, and campsites across 80+ UK partner locations. Customers pay per-night rates starting from £30. Revenue shared between Wigwam Holidays and partner site owners through franchise/partner model.
2. Franchise/Partner Site Fees: Ongoing partnership fees from site operators who use the Wigwam Holidays brand, booking platform, and operational support. Partners include owners of farms, estates, and rural properties across the UK.
3. Happier Outdoors Club Membership: Subscription membership program offering exclusive member benefits and best prices. Members receive special offers and preferential access to bookings.
4. Ancillary Services: Additional revenue from extras including hot tub hire, firewood bundles, bedding packs, dog fees, and additional guest charges at partner sites.
5. Creator Program Commissions: Commission revenue shared with content creators who drive bookings through unique tracking links and codes. Performance-based rewards for top-performing partners.

Pricing tiers

Go-to-market motion4 records

Distribution channels3 records

Marketing channels7 records

Core offering

Wigwam Holidays operates a UK-wide franchise network of 80+ glamping sites offering branded cabin and pod accommodation under the Wigwam Holidays name. Independent rural hosts (farmers, landowners, hospitality operators) run individual sites using Wigwam's proprietary cabin designs — ranging from entry-level Original Pods to premium Running Water Deluxe cabins with en-suite facilities and private hot tubs, plus accessible Wigwam Lodge pods — and the central booking platform, with revenue shared between Wigwam Holidays and the site operators.

Product overview

Wigwam Holidays operates the UK's original and largest glamping franchise network with over 80 locations across Scotland, England, Wales, and Northern Ireland. The core product is the Wigwam Cabin - eco-friendly glamping pods available in multiple tiers (Wigwam Original, Running Water Deluxe, Wigwam Lodge) offering accommodation with varying amenities from basic mattresses to premium en-suite cabins with private hot tubs. The portfolio also includes Sheiling Cabins, wilderness camping pitches, and motorhome pitches at select sites. Individual sites like Wigtown, The Loft, Eden Valley, and Great Tregath represent flagship branded locations with unique features. The company sells directly to consumers via its booking platform, supplemented by gift vouchers and special promotional offers. The Wigwam Lodge (Accessible) provides wheelchair-friendly accommodation. Each site operates as a franchise partner while using the unified Wigwam brand and booking system.

Differentiator

Problem solved

Functional benefit

Products and services

• Wigwam Original Pods
• Running Water Deluxe Wigwam Cabins

Segments6 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• Franchise/Partner Site OperatorscoreChannel Partner/ Reseller/ DistributorIndependent rural hosts (farmers, landowners, hospitality operators) who operate glamping sites under the Wigwam Holidays brand franchise. Partners receive booking platform access, brand licensing, operational support, and marketing materials. The company has grown to 80+ partner sites across the UK including Scotland, England, Wales, and Northern Ireland. Partners undergo a 5-step onboarding process including discovery call, virtual site visit, funding/planning support, and real site visit.

Scale indicators4 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Airbnb: Global alternative-accommodation platform with growing UK glamping and unique-stay inventory. Functions as a broad incumbent channel and competitive substitute for Wigwam's direct-booking proposition.
• Huttopia: European operator of own-brand canvas, wood, and chalet camping villages. Comparable brand-controlled outdoor-lodging concept; relevant benchmark for cabin design and village-style operations even though it owns rather than franchises its sites.
• Under Canvas: US-based luxury glamping resort operator with safari-tent camps near national parks. Comparable premium outdoor-lodging positioning and operational model; relevant for benchmarking the upscale cabin/hot-tub tier.

Direct peers

• Glamping Hub: Global online marketplace for glamping and unique outdoor stays. Comparable as a direct-to-consumer booking channel for the same cabin, yurt, and pod inventory, competing for organic and paid search demand.
• Pitchup.com: UK and Europe booking platform for campsites, caravan parks, and glamping sites. Comparable online distribution channel for the same UK outdoor-stay demand Wigwam targets, especially for tent and motorhome pitches Wigwam also offers.
• Canopy & Stars: UK-based curated glamping and unique-stay booking platform. Directly competes with Wigwam Holidays for UK alternative-accommodation demand, operating a similar consumer-facing marketplace model rather than an owned-cabin franchise.
• Hipcamp: US-based platform connecting travellers with private-land camping, cabins, and glamping. Closest US analogue to Wigwam's franchise-of-rural-hosts model and a comparable online booking marketplace.
• Feather Down: UK and European glamping franchise offering farm-based luxury tent and cabin stays. Highly comparable franchise/partner model with on-brand cabin or tent units operated by independent rural hosts, targeting the same family and couples segments as Wigwam.
• Cool Camping: UK platform listing camping, glamping, and unique stays. Comparable as a UK alternative-accommodation marketplace, though it is more of an aggregator than a franchise with proprietary cabin product.

Others

• Wigwam Cabins (manufacturer sister site): Appears as a linked entity from Wigwam Holidays' site footer, indicating a related cabin-manufacturing/supply arm. Relevant as an ecosystem enabler that sources the proprietary Wigwam pods used across the franchise network.

Market position

Strengths1 record

Weaknesses2 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/wigwamholidays
• Facebookfacebook.com/wigwamholidays
• LinkedInlinkedin.com/company/wigwam-holidays-ltd-

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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 Wigwam Holidays