Luna Glamping produces luxury domes and tents for the hospitality industry and occasional personal use. Since 2015, their luxury tents have been the centerpieces of small retreats and large scale resorts alike. Luna Glamping targets a high-end market, focusing on product quality, great customer service, and an excellent experience.
To support their next phase of growth, Luna Glamping transitioned to WooCommerce in early 2024 — giving them the flexibility to customize their sales flow and prepare for scalable marketing. They partnered with Rowe+Co Design to lead the design and build of their new site. Soon after, they teamed up with Plain:Language and began using Google for WooCommerce to broaden their reach through targeted advertising.
In partnership with Google, we worked with a full team of folks to learn about Luna Glamping’s success.
- Chose WooCommerce following use of a custom site and Shopify
- Uses a custom checkout process aligned to client needs
- Most products are made to order with a $20K USD average order value
- Maintains a high-ticket B2B funnel with Google campaigns
Luna Glamping’s demand generation and campaign strategies are managed by Plain:Language. The team added the Google for WooCommerce integration in mid-2024, and have been constantly learning and experimenting since — with strong results.
“We see sales jumps when we get the marketing right,” shared Tyson Vinek, founder of Luna Glamping.
They invest in paid search, paid social, Google Shopping, and Google Performance Max campaigns to find the perfect customers for their luxury camping structures. Their investments have proven effective, with an increase in brand awareness and bringing more high-intent traffic to their website.
We also spoke with Anthony Kowaczyk and Jason Hachkowski, partners at Plain:Language: “With Performance Max, we’ve had great reach, good click-through rates, and a low cost per acquisition,” they shared. “All of this new traffic drives marketing-qualified leads and fills our top-of-funnel.”
Results with Google for WooCommerce
The team has seen significant potential in their early findings, and have launched ads across the entire Google ecosystem.
“We launched small and have scaled consistently based on results and our ability to optimize across search and Performance Max,” the Plain:Language team noted. “To date, we’ve brought some very high quality prospects into the sales process. The system found us great B2B buyers at a high average order value.”
Luna Glamping migrated to WooCommerce in early 2024. After moving away from a custom website they experimented with Shopify, but experienced problems with the lack of site ownership and complexity around ad accounts and media buying.
Plain:Language was glad that Luna Glamping landed on WooCommerce: “As a marketing agency, WooCommerce’s open source nature offers a few advantages: namely, the ease of integration with Google and Meta products.”
Wayne Rowe, founder of Rowe+Co Design, led the design and build of Luna Glamping’s WooCommerce site and continues to work with the team to manage and evolve the experience.
When it came to the migration, “customization and versatility were the key factors, and WooCommerce was the best solution for that,” Rowe shared. WooCommerce allowed the team to clean up custom work, retain custom features, and migrate what they needed through a custom integration.
“With the primary goal of building a user-friendly and comprehensive product configurator for the custom domes that worked well on desktop and mobile, a custom build was far out of budget.
“The number of third party plugins designed to work with WooCommerce was important to enable the combination of design and functionality we were after without escalating the cost to build.”
— Wayne Rowe, Founder, Rowe+Co Design
For Luna Glamping, customization was an essential requirement for their customer experience. Their custom checkout process is integral to their business model.
“We implemented the option to immediately purchase an item, or submit the cart for consultation, which is the norm for purchases at this price point and with this complexity,” Wayne noted. “Another key customization involved using Wombat, a third-party WooCommerce plugin, which enabled us to create a product configurator that includes 18 different upgrades and add-ons to each size of dome.”
For a business that offers high-end, luxury camping structures, a high-end buying experience makes perfect sense.
Luna Glamping is preparing for some exciting changes in the near future. Their current work focuses on continuing to scale their sales and revenue share program. While they’ll maintain and grow their resort partnerships, the company also plans to build and scale their own resorts, and add more products to their website. They also intend to make other site upgrades, including a 3D product configuration tool.
“Our goal is to be the one-stop-shop for resort operators,” said Tyson. “People buy from us for higher quality — customer service and overall experience.”
His vision is clear, as is his advice for other growing businesses: “Marketing is key. You can have an amazing product but if nobody knows you have it, you won’t make any sales.”
About
Latoya Duffus
Latoya is a partner marketing manager at Woo, with a background in B2B tech marketing. In her free time she enjoys hiking across her home island of Jamaica and travelling. She’s hiked the Blue mountain peak three times.
