A luxury glamping and touring resort in Shrewsbury is seeing strong interest in its natural outdoor swimming pool, highlighting a growing trend in outdoor wellness experiences that could offer new opportunities for the outdoor hospitality industry.

The Biotop natural swimming pool at Love2Stay, an award-winning resort owned by Salop Leisure, is attracting up to 50 visitors per day, including both guests and members of the local community, according to a report by Caravan Times.

The chemical-free pool aligns with the increasing popularity of cold-water swimming, a practice that has gained traction in recent years due to its reported health benefits.

Cold-water swimming has been linked to improved mental well-being, reduced stress, enhanced circulation, and other health benefits. 

Mark Bebb, joint managing director at Salop Leisure, said, “Cold-water swimming is known for improving mental well-being, benefitting menopausal women, reducing chronic inflammation, and helping to control breathing.”

For outdoor hospitality operators, the success of Love2Stay’s natural swimming pool presents an opportunity to explore wellness-focused amenities as a way to attract new visitors and differentiate their offerings. 

With growing interest in nature-based and holistic experiences, industry professionals may consider how alternative water features—such as natural pools, cold plunge baths, or hydrotherapy facilities—could add value to their properties.

The pool is open to competent swimmers over 16 who receive a safety briefing before use. It is part of a broader wellness experience at Love2Stay, which includes a hot tub, sun loungers, and changing facilities. 

Beyond swimming, the resort also offers kayaking, archery, an assault course, and even a dog agility course.

Love2Stay has expanded its wellness-driven approach to a second location in Mid Wales, incorporating fully serviced touring pitches for caravans, motorhomes, campervans, and trailer tents. 

As consumer demand for unique, health-conscious travel experiences continues to rise, industry stakeholders may find value in adopting similar offerings to enhance guest engagement and revenue potential.