DATUM | AGA Member Spotlight

Meet Joanna Reimann, CEO of Datum Marketing and Consultation LLC, whose journey into the glamping industry began in 2020 through her work with suppliers and has grown into a deep connection with the people and businesses shaping outdoor hospitality.

Over the years, Joanna has worked with resort owners, manufacturers, suppliers, and brands across the industry, supporting them with marketing, branding, positioning, and growth. Along the way, she found herself increasingly drawn to the creativity, entrepreneurial spirit, and welcoming community that make glamping such a unique industry.

That experience ultimately inspired her to create Datum (launched in March of 2026)—a company built around helping businesses understand what makes them different and turning that uniqueness into a strategy, story, and brand that people can connect with.

In this AGA Member Spotlight, Joanna shares more about her path into glamping, what she sees as the biggest opportunities for businesses in a rapidly growing market, and why understanding the industry from the inside matters when building a brand.

Where is your business primarily located? Is there anything special about this location to you?

The business is based in North Carolina, and there is something about this state that has felt special to me from the beginning. I’m originally from Europe and, after traveling through many parts of the U.S., North Carolina somehow feels like a beautiful mix of both worlds. Maybe it’s the forests, the mountains, the waterfront, or the charming small towns, but there are moments when it genuinely feels like stepping onto the set of a Hallmark movie. I’ve also completely fallen in love with the Southern style and atmosphere. I’ve always joked that I must have been born in cowboy boots, just in the wrong country. Apparently, it only took me a few decades to find the right one ;-)

How did you get started in the glamping industry? What motivated you to get involved?

I entered the glamping industry in 2020 through my work with suppliers and, over the years, became increasingly involved with resort owners, manufacturers, and other outdoor hospitality businesses, supporting them with marketing, branding, positioning, and growth. The more I worked in the industry, the more I fell in love with it. There is a very special atmosphere around glamping: creative, entrepreneurial, welcoming, and full of people who are genuinely passionate about what they are building. Over time, I found myself supporting clients far beyond individual projects, helping them shape their story, strengthen their brand, and navigate a fast growing market. That passion eventually inspired me to create Datum.

“I simply love this industry, its people, its energy, and its potential, and I think that enthusiasm is something people can feel when they work with me.”

What is unique about your approach to glamping? What sets your business or services apart from others in the industry? Describe any unique philosophies, products, or services that define your brand.

What makes our approach different is that we do not look at glamping businesses through a generic marketing lens. We understand the industry from the inside, including the challenges of resort owners, manufacturers, suppliers, and brands trying to stand out in a market that is growing quickly but also becoming increasingly competitive. Our approach starts with understanding what makes a business genuinely different. From there, we build the strategy, positioning, story, and marketing around that uniqueness rather than forcing it into a standard formula.

For us, glamping is about much more than selling a stay or a product. It is about experience, emotion, place, and identity. That is what we try to capture and translate into a brand people can connect with.

What’s the most innovative thing your company has done in the last year?

The biggest step I took this year was turning years of individual consulting and project based work into a proper agency. I realized there was a real need for a marketing partner that truly understands outdoor hospitality from the inside, not just from a general agency perspective. So instead of continuing as an individual contractor, I built Datum to offer a more complete approach combining strategy, branding, content, digital marketing, and industry knowledge under one roof. For me, the innovation is not in inventing another marketing service. It is in creating an agency specifically shaped around the realities, challenges, and opportunities of the glamping and outdoor hospitality industry.

What role do community and collaboration play in your business? How do you engage with your local community, other industry professionals, or your customer base? Why is this important to your business?

Community and collaboration are incredibly important to me. Over the years, I have had the chance to meet so many amazing people in this industry and to watch AGA grow from its early days into what it is today. I am genuinely grateful that I could be part of that journey. Some former clients and industry peers have become real friends, and that says a lot about the kind of community glamping has created. What I value most is the support. There are moments in business when you doubt yourself or feel like giving up, and having people around you who believe in you can make all the difference. That is the beauty of this industry for me. It is not only about business. It is about relationships, collaboration, and growing together.

What do you see as the next big shift in consumer expectations in the glamping industry? How are you preparing to meet or exceed these evolving expectations?

I believe the next big shift is that guests will expect much more than unique accommodation. A beautiful dome, yurt, or cabin is no longer enough on its own. People are looking for a complete experience: strong design, privacy, meaningful connection with nature, thoughtful amenities, and a story they can emotionally connect with. At the same time, expectations start long before arrival. Guests want the website, social media, booking journey, and communication to reflect the same quality as the stay itself. That is exactly where I see our role. We help glamping businesses look at the full guest journey and build brands that feel consistent, intentional, and memorable from the very first click.

What challenges do you see the industry facing, and how are you addressing them? Discuss any significant challenges within the industry and how your company is working to overcome them.

I believe AI is both one of the greatest opportunities and one of the biggest challenges facing our industry right now. AI generated content has become incredibly sophisticated, especially imagery. We are already seeing properties being marketed with beautiful AI generated visions before they even exist. The danger is that the line between inspiration and reality can become blurred, while genuine photography, real experiences, and authentic stories get pushed into the background. That is why I believe strong branding, a true voice, and authenticity are becoming more important than ever. A perfect AI generated image may grab attention, but real stories and real emotions are what create trust and connection. Don’t get me wrong, I love AI and believe it can be an incredible tool when used thoughtfully. We use it too. But it is a double edged sword. The challenge is to use technology to strengthen a brand, not allow it to replace what makes that brand human and unique.

Can you share a recent success story or milestone your company has achieved? Describe a recent achievement or success your company has experienced. What was the impact on your business or the industry?

I hope this answer will become the Glamping Show Americas 2026, where Datum will have its official industry launch ;-) For me, this is a huge milestone because Datum is the result of years of experience, relationships, projects, and learning within the glamping and outdoor hospitality industry. Turning all of that into my own agency feels like a very natural next step. Launching it at an event surrounded by the community that inspired it makes it even more meaningful. I see it not only as the beginning of a new chapter for my business, but also as an opportunity to give something back to an industry that has given me so much.

What’s the most unexpected lesson you’ve learned in the glamping industry? Share a surprising insight or lesson that you’ve gained from your time in the industry. How has it shaped your approach to your work?

I’m not sure I learned something completely new, but this industry definitely confirmed something I already believed: stay true to yourself, stand by your values, and if you truly love something, give yourself a chance to pursue it. The worst that can happen is that you fail. But if you never try, you will never know what could have happened. A friend once sent me a song with a message that stayed with me: plans mean very little if we are not willing to take a chance on them. I think that sums it up perfectly. This mindset has shaped the way I work and the way I build my business. I would rather try, learn, adjust, and sometimes fail than look back wondering what might have happened if I had only given myself the chance.

If you could spend a week at any glamping site in the world, where would it be and why? Whether it’s a dream destination or a place that inspires you, where would you go to unwind or gather new ideas?

Gosh, this is a hard one! I’ve had the pleasure of staying at several glamping resorts I helped create or support, including Unique Escapes in New York, Double Moon Ranch in Texas, and ZenZia Glamping in Romania. What I love is that even when properties use a similar type of accommodation, the atmosphere can be completely different. To me, that perfectly proves that in glamping we create experiences, not just places to sleep. If I had to choose, I would love to stay at Dead Wood Gone in Canada and Spirit of the Heavens in Sedona. Then I would probably keep going with Under Canvas in Montana or Utah... and honestly, Hawaii would not hurt either. ;) I love traveling to remote places, discovering different concepts, and seeing how location, design, and story come together. So maybe the real answer is: I would like to see them all. This question is simply too hard. It triggers the imagination way too much ;-)

How do you stay inspired and creative in your work? What practices, hobbies, or experiences help you maintain your creativity and passion for what you do?

I’m definitely a gym rat, and I’m also a runner. Training is where I reset my mind, and running especially helps me think differently. I believe disconnecting from work and focusing on something completely different actually makes you more creative when you come back to it. But my biggest source of inspiration is always the people behind the brands. Conversations with owners tell me so much. Their stories, values, passion, the way they talk about what they created and what matters to them personally all help me understand the direction their brand should take. I’m very empathetic, so I naturally connect with people’s emotions and excitement. When they are passionate about something, I get excited about it too. That is why every client feels different to me, because every person and every story is different. Branding and marketing should never be a cookie cutter solution.

“One approach does not fit everyone. I’m inspired by my clients’ stories, and combining that inspiration with my love for this industry helps me create strategies and communication that feel genuine and attract the right people.”

What’s your vision for the future of your company within the glamping industry? Describe your long-term goals and ambitions. How do you see your business growing or evolving in the next few years?

I do dream big, but I usually keep the biggest dreams to myself. Where I would love to see Datum in a few years is as a trusted branding and marketing partner for resorts, manufacturers, and other outdoor hospitality businesses that have so much to offer but feel lost when it comes to communicating it. Sometimes the biggest challenge is simply knowing where to start, what to focus on, and how to turn all the ideas, values, and strengths of a business into one clear direction. My goal is to help people find that direction, build brands that genuinely reflect who they are, and keep giving back to an industry that has given me so much.

If you could write a book about your journey in the glamping industry, what would the title be and why? What title would capture your story or philosophy in the industry? Give a brief description of what the book might include.

Glamping, Grit & Plot Twists - Because my journey in this industry has had all three: a genuine love for glamping, the determination to keep going through challenges, and more unexpected plot twists than I could have ever planned for.

How is your company innovating within the glamping space? Describe any new technologies, products, or services you are developing or implementing to push the boundaries of glamping.

To me, innovation means using modern tools without losing what makes glamping special in the first place: emotion, individuality, experience, and human connection.

Can you share a memorable story or experience you've had in the glamping industry? Describe a particular event or experience that stands out during your time in the glamping industry.

Some of my most memorable experiences have actually been the many conversations and interviews I’ve had with resort owners over the years. I’ve heard their stories, challenges, successes, mistakes, lessons, and advice, and every conversation has taught me something different. There have been quite a few of them, haha, and together they have probably shaped my understanding of this industry more than any course ever could. Those stories stay with me and influence the way I work every day. They help me understand what owners are really going through, what matters to them, and how different every glamping business truly is. For me, listening to the people behind the properties has been one of the most valuable parts of being in this industry.

How has being a part of the glamping industry impacted you personally? Reflect on how your involvement in glamping has influenced your life, whether personally or professionally.

Glamping changed my life quite drastically. It gave me the courage to turn my life around, open a company on another continent, more than 4,000 miles from home, and start building something from scratch. Along the way, I had to learn a new business culture, bureaucracy, banking systems, different ways of working, and how to navigate a completely new environment. It also brought incredible people into my life and gave me friendships and relationships I would never have had otherwise. So yes, this industry changed me both personally and professionally. It pushed me far outside my comfort zone, and I still believe it was absolutely worth giving myself the chance to try.

For Joanna, marketing glamping businesses is about much more than creating a message or promoting a product. It’s about understanding the experience, the people, the place, and the story behind the business—and finding the right way to bring all of those pieces together.

Her passion for the industry is clear, and so is her belief in the people building it. As glamping continues to evolve, Joanna and Datum are focused on helping businesses find what makes them genuinely different and using that as the foundation for meaningful growth.

Stay in touch with Joanna at joanna@datum.marketing!