How One Host Built a Nature-Driven Retreat Powered by Direct Bookings
Discover Aaron's story of career switching and starting a profitable glamping business. Learn from his success and uncover the tools he used along the way.
After spending 20 years as a commercial filmmaker, capturing stories for nonprofits and brands, Aaron Carriere realized his next chapter needed to look radically different. AI was rapidly reshaping the film industry, and with three kids at home, he felt the pull to build something lasting—something that aligned with his love for nature, sound, and meaningful human experiences. That’s when he discovered glamping.
A single YouTube video—showing a luminous dome tucked in the forest—sparked the idea that would eventually become Glant, his growing glamping destination just outside Crystal Mountain in northern Michigan.
What started as a creative outlet is now a hospitality business built on intentional design, immersive nature experiences, and a commitment to owning his demand from day one. And with the help of Hospitable, Aaron is scaling that dream while staying deeply connected to his guests.
Building Something That Outlasts You
Aaron describes his leap into hosting as part passion, part practicality. “I’ve always loved the outdoors. I’ve always loved sound. When I came across glamping, I thought—if you could build that, that will work. And I know how to tell a story. That’s all filmmaking really is.”
He purchased land just six miles from Crystal Mountain, a four-season destination known for skiing and summer recreation. Then he did something rare: he aimed high from day one.
Not just a dome in the woods—an experience. Not just another short-term rental—an intentional escape. Not just a place to stay—but a brand worth remembering. “What I want is to build a loyal audience over time. If people book direct, they'll come back. And your marketing spend comes down. That’s how you build a sustainable business.”
Today, Aaron is launching two mirror houses—architectural showpieces with reflective exteriors that blend seamlessly into the forest. And he owns the land for a second site in Thompsonville, signaling that this is just the beginning.
Why He Went Direct From Day One
Instead of launching on Airbnb or Vrbo first, Aaron took a bold approach. He launched entirely on direct bookings. No brand yet. No reviews. No completed photos. Just a vision—and a plan.
To validate demand, he hired a 3D artist to create interior renderings before construction was finished. Those renderings alone brought in his first reservations. “I was clear they were renderings. But the response told me—people want this.”
Aaron always knew that Glant wasn’t a one-property experiment. He was building a long-term business. And that required owning his customer relationships from the beginning. “Airbnb can help you in a beautiful way—but they can also not help you. If this is your livelihood, you want your customers in your own database.” Direct bookings gave him control. Hospitable gave him the tools.
Creating an Experience Worth Sharing
Ask Aaron what makes guests return, and he won’t say “content,” even though he’s a filmmaker. He’ll say “experience.” Every stay includes:
a private hot tub
a private sauna
a private cold plunge
a Blackstone grill
a forest retreat setting under the stars
Originally, he envisioned one shared sauna—but guests wanted the privacy and ease of having everything at their fingertips. So he redesigned his offering around what would truly delight. “Most people don’t have a sauna or cold plunge at home. They want something magical. Give them a reason to book—and to talk about it.”
The result? An experience that markets itself. Aaron still uses Instagram and Google ads to drive traffic. But he’s not chasing virality. He’s building a reliable sales funnel. “If you gave somebody $100 and they gave you $500 back, how often would you do that? That’s paid marketing done right.”
How Hospitable Helps Him Build a Repeatable Business
Aaron doesn’t hide his enthusiasm for the software: “Honestly, it’s been amazing.” What he values most:
Authentic Automation. Every guest receives personalized, automated check-ins—so they feel cared for while he stays efficient. “If someone needs something, they already know we’re here. That’s huge.”
Beautiful, Fast Direct Booking Experience. His Instagram ads link straight to his Hospitable-powered booking website—converting interest instantly.
Clear Financial and Operational Metrics. With dashboards, payment handling, and performance insights, he can run Glant like the real business it is.
Ownership of His Audience. Emails, guest data, communication—all under his control. “Hospitable allows me to own my audience—not in a gross way—but in a way that lets me invest in the people who’ve invested in us.”
The Hard Truths (And Why They’re Worth It)
Aaron is transparent: building a glamping business isn't easy. “There are a million things you have to do before you can even offer someone a place to stay.” He faced:
funding falling through
construction delays
the reality check of leaving his filmmaking career
learning hospitality one step at a time
But he also gained clarity: “You have to buckle in for some hard times. But if you believe in your vision, it’s worth it.”
His Advice for New Hosts
Start With a Vision. Without it, you have no compass.
Build Something Beautiful. Aesthetics matter—beauty reduces negative reviews and increases demand.
Treat Your Space Like a Real Business. Balance creativity with strategy.
Invest in Reliable Marketing. Don't rely on luck, virality, or algorithms.
Own Your Demand. Control your bookings, your customer relationships, and your future. “You don’t have to outsource your success. We’re living in a time where—partnering with Hospitable—you can build a business with real agency.”
