You get all the benefits of camping : closeness to nature, more
rustic living, wonderful locations, great access to the area you are in, affordability.
BUT don't have any of the hassles : Having to fill the car with all the equipment required, having to potentially put up or take down the tent in the rain causing hassle when you get home etc etc.
Because the yurt has, Beds, Wooden Floor, Wood burner, proper cooking facilities and all other manner of comforts would appeal to :
Activity holidayers - some where dry and comfortable to come back to with all the space in the car for specialist equipment
Those that aren't really 'into' camping and so offers that cross over..
Those that like an adventure / doing something different
Needs to be friendly, quirky, dependable, fresh. Trying to tap into a new market that hasn't tried camping before, maybe pull people away from a Bed + Breakfast to try a yurt, yet appeal to traditional campers who might fancy tring something new.
As it does cost a bit of money their expectation does have to be met firstly by logo and web design and then the holiday itself.
Examples of competition: