AGA Member Spotlight: Tenthouse Structures
In 2010, Brendan O’Molony founded Tenthouse Structures, and over the past 15 years, Tenthouse has evolved into one of the industry’s most innovative and full-service tent architecture firms, delivering luxury tented camps and lodges across Africa, the USA, the Middle East, Europe and Australia. For Tenthouse Structures, the glamping industry isn’t just about creating extraordinary, immersive designs; it’s about crafting sustainable, low-impact solutions that honor the natural environment. Today, Tenthouse offers a range of high-performance tensile structural solutions, from expedition camps to tailored luxury resorts, all designed to meet the challenges of wilderness environments while providing unforgettable guest experiences.
Q: Tell us a bit more about why you started a company in the glamping industry.
Brendan’s journey into the glamping industry has been deeply rooted in his passion for nature, innovation, and creating meaningful experiences. After returning to South Africa in 1994, he began building a career that combined his love for the outdoors with his entrepreneurial spirit. In 1996, Brendan founded a specialized tent rental company serving South Africa’s burgeoning film industry. His work often took him into remote wilderness areas for on-location shoots, where he fell in love with the raw beauty of Africa’s landscapes. These immersive experiences sparked his vision for sharing the magic of the wild with others. After selling the business in 2006, Brendan pivoted to luxury tented safari events and expeditions for the MICE industry, further refining his understanding of lightweight structures and the unique demands of remote environments. Over the years, Brendan developed innovative technologies, including flexible membrane "stretch tents," and forged partnerships to expand tent manufacturing and distribution globally. A pivotal project—a 60-suite tent hotel in the Congo called Kampi-ya-Boma—cemented his belief that thoughtful design, advanced technology, and craftsmanship could redefine Africa’s glamping industry and from here Tenthouse Structures was born.
Q: Tell us a bit about where your glamping business is today? Where do you see your business in the future?
At Tenthouse Structures, we are proud to be at the forefront of tent architecture innovation. As specialist in the design, engineering, supply and installation of tensile structures, we are passionate about championing sustainability in nature-based accommodations through low impact and immersive design experiences. Our commitment to the U.S. market has driven us to address key challenges, including the complexities of permitting and compliance. To support operators, we are conducting a pre-review of our standard ranges, such as the seasonal EXPEDITION CAMPS and 4-season VOYAGER collection, to ensure compliance with stringent building codes across 80% of the U.S. market. This includes snow, wind, and seismic standards, which vary significantly between states and or counties. By proactively addressing these requirements, we streamline the permitting process, reduce reliance on local engineers, and help operators bring their projects to market faster. Our mission is to continue elevating the standards of outdoor hospitality through innovation, sustainability, and adaptability. By delivering flexible, high-quality solutions across a range of price points to meet the evolving needs of owners and operators, we aim to be a trusted partner in creating memorable and environmentally responsible guest experiences while expanding our footprint in the U.S. market.
Q: What are you most excited about within the glamping industry moving forward?
The glamping industry is entering an exciting era of innovation, with sustainability and guest-centered experiences at its core. We are particularly inspired by the shift toward regenerative practices, where operators are not just minimizing impact but actively contributing to ecological and community well-being. This aligns closely with the growing traveller demand for eco-luxury experiences that provide both adventure and connection to nature and community. Across the U.S.—from the snow-capped Mountain States to the humid Southeast and everywhere in between—operators and owners see opportunities to expand their offerings and deliver transformative experiences year-round. In the U.S. market—and across North America—we’ve seen a significant push among operators to extend their operating seasons to 12 months. To meet these demands, accommodations must be climate-controlled, four-season-ready, durable, cost-effective, and uniquely designed to stand out in a competitive marketplace. Tenthouse Structures has responded to these needs with innovative solutions like our VOYAGER collection of 4-season tented cabins. These insulated cabins seamlessly blend the comfort and privacy of traditional cabins with the timeless allure of canvas and the striking beauty of sweeping tensile canopies. Available in pre-designed one-bedroom and two-bedroom configurations, we also offer optional features for a tailored, site-specific development. For rapid resort development, our T2 MODULAR® building system provides an exceptional solution. Ideal for hotel groups, boutique brands, and camps or lodges seeking luxury, all-weather fabric structures, our versatile, component-based systems and intelligent design technology allows us to create design configurations to suit our clients’ unique requirements. And our T2 MODULAR® collection of pre-designed suites and villas, with a curated selection of options for customization, seamlessly combine luxury and functionality. Perfect for seasonal and semi-permanent camps, our Expedition Camps safari tent range provides a full camp solution, whether as a plug in to existing facilities or new camp. Our safari tents bring together the best of design and durability, enabling operators to focus on what matters most: delivering extraordinary stays in extraordinary places. Each product range is available in various configurations and price points, empowering operators to align their accommodations with their budgets and brand visions. This flexibility ensures that whether clients are developing high-end resorts or eco-conscious retreats, they can find a solution that fits their operational goals. Looking ahead to 2025, we’re thrilled to be expanding our portfolio with the launch of new structural solutions. We’re equally excited about exploring innovative technologies, including carbon-reducing materials and integrated energy systems, to enhance sustainability and reduce operational costs for owners and operators. By embracing these advancements, we aim to redefine the luxury travel landscape, positioning glamping as a symbol of responsible innovation and unforgettable guest experiences.
Q: Do you have any advice for those that are just starting out?
Besides having a strong, well-researched business plan that prioritizes speed to market without compromising on quality, our key piece of advice for those just entering the glamping market is to partner early with experts who can guide you through the complexities of developing a successful glamping operation. The glamping industry is highly competitive, and the ability to execute quickly while maintaining high quality is a significant advantage. It’s equally crucial to ensure that your offerings are unique and resonate with the expectations of your target demographic. In addition, we highly recommend leveraging the incredible resources available through the American Glamping Association (AGA) and events like the Glamping Show USA. These platforms connect new operators with a wealth of knowledge, insights, and support from seasoned professionals who are passionate about advancing the industry. By engaging with the AGA community, attending events, and networking with peers, you can gain invaluable guidance, learn best practices, and build connections that will help you succeed. The glamping journey can be complex, but by combining thoughtful planning, expert partnerships, and engagement with the broader community, you’ll be well-equipped to navigate the challenges and create a memorable and profitable retreat.
