Research project to model franchise business - WigWam® Holidays

What started as a research project at college has turned into a market leading glamping franchise business, which sees thousands of holidaymakers visit Wigwam® Holiday sites each year.

After escaping a career in accountancy, Charles Gulland, managing director of Wigwam® Holidays, trained as a designer at Hooke Park College; a 150-hectare working forest in Dorset, owned and run by the Architectural Association with a 30-year history of experimental timber construction and rural architecture.

“While I was a student here, I designed my first prototype of a wooden camping cabin made entirely from forest thinnings. It’s this desire to develop and operate a sustainable business that has become central to our business ethos at Wigwam® Holidays,” explains Charles.

From launching in Scotland in 2000, Wigwam® Holidays now has over 80 sites across the UK run by franchisees, offering fully insulated camping cabins, initially designed by Charles.

See also: Glamping start-up Q and A with Kate Morel

Franchise business model

“Our franchise business model was not established until 2014, and the benefits of joining the Wigwam® Family are extremely worthwhile for those looking to start their own glamping business.”

He explains that franchisees have access to a wealth of help when starting a Wigwam® franchise business. “From guidance on funding and planning permissions to setting up booking systems and websites, we have a great team at Wigwam® Holidays who are there to provide a helping hand through each step of the business journey.

See also: How glamping holidays have become a significant part of the camping and hospitality industry

“For those looking to set-up as a franchise, we state a minimum order of six cabins and a small one-off franchise fee and we also take a percentage of the online booking fees from the outset.

“We implement an exclusivity radius for franchisees which means you won’t find someone opening a Wigwam® Holidays site next door to you, and we provide operations and brand manual written by the Wigwam® Holiday team which are the ‘bibles’ for site owners.

“It’s a model that we’ve developed over the years based on feedback and experience, and it allows people to consider how they can establish a business venture, either as a completely new business or an addition to an existing business.”

Marketing and branding

Charles explains that the glamping industry is undeniably a tough and competitive sector but has great confidence in the brand they have created and the fact that Wigwam® Holidays was one of the first companies to bring this new style of camping to the masses.

“In 2017 we worked hard on refining our brand code and encouraging Wigwam® Holiday sites to stick to the brand. Wigwam® Holidays is now a registered trademark, and as such needs to be adhered to in both online and digital publications.

See also: Is your brand up to scratch?

“Our brand is our core strength and is what separates us from our competitors. If you think of any well-known brand, such a Coca-Cola®, being a registered trademark is just the beginning. It’s also about the product, images, logos, fonts, music and the emotions created by participating in the brand.

“While each Wigwam® Holiday site is completely unique, the Wigwam® brand is consistent, clear and prominent. It has become synonymous with a quality glamping staycation. Our sites are the key to our success in consolidating our position as one of the UK’s leading glamping accommodation providers.”

He explains that there are uncertain times ahead in terms of the UK’s position in Europe, but that Wigwam® Holidays has an exciting future ahead. ” We’re expecting a number of additional sites to open in the first quarter of 2018 and will be continuing to shout about Wigwam® Holidays.

“Our core value is great holidays in the great outdoors; providing affordable holidays for families in the UK, with the opportunity to enjoy the outdoors, and this is what we aim to continue offering,” says Charles.

For those interested in becoming a franchisee, visit the Wigwam® Holidays website here.

To hear more from Charles, click here.

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