The outdoor hospitality industry is bracing for a year of "guarded optimism" as operators navigate shifting booking windows and economic fluctuations, according to experts on the March 4 episode of MC Fireside Chats. Scott Bahr, president of Cairn Consulting Group, noted that while the industry is seeing some optimism flatten, the current trend suggests a continued shortening of the booking timeline for guests. Bahr observed that some travelers may be "downgrading" their experiences due to economic pressures, though gas price spikes generally impact attitudes more than immediate travel behavior.
Blue Water President and CFO Rafael Correa reported a "nice pace of transient pickup" across his company's portfolio of nearly 60 RV parks, though he characterized the growth as "mild" compared to previous years. Correa highlighted that properties near significant demand generators, such as waterfront locations, continue to lead the market in recovery. However, he noted a persistent "drag" on properties located near the Canadian border, which remain sensitive to international travel patterns and economic conditions in that region.
European trends appear to mirror the North American market, with CampMap Founder and CEO Simon Neal reporting a 5% decrease in volume and turnover for January bookings in France. Neal pointed out that while these early signals for summer stays are negative, the overall average site price in Europe remains comparable to the U.S. at approximately $60. He emphasized that geography and climate remain the primary drivers for the significant pricing disparities seen between different countries and states.
The discussion also addressed the critical importance of operational "blocking and tackling" for independent owners like Diane Bealer, owner of Little Village Retreat. Bealer, whose glamping resort near Zion National Park is slated to close at the end of 2026, shared candid insights into the challenges of leasing versus owning land and the necessity of accurate market research. Despite the closure, Bealer expressed strong support for the industry, noting that the experience provided invaluable life skills for her family and children.
Correa emphasized that for many operators, success in a potentially down market depends on implementing disciplined pricing and marketing strategies rather than "getting exotic" with new offerings. He argued that a 10% decline in camper nights would be "borderline catastrophic" for the asset class but noted that the industry's lifestyle-driven nature provides a buffer against violent economic swings. Brian Searl, founder of Insider Perks and Modern Campground, added that smart revenue management could help operators maintain revenue levels even if occupancy dips.
A newly released pricing report sparked debate among the panelists regarding the adoption of dynamic pricing in the sector. The data revealed a surprisingly narrow gap in pricing between weekdays and weekends, as well as pull-through versus back-in sites. Correa suggested this indicates a significant opportunity for operators to "take some bets on themselves" by better stratifying their rates and betting on the unique value of their specific locations and amenities.
Site map clarity and user experience were identified as essential tools for conversion in a competitive market. Neal cautioned against "overcomplicating" the booking process with too many site types, which can confuse potential guests and lead to abandoned bookings. Bealer echoed this sentiment, stating that any questions a guest might have should be answered clearly during the digital booking process to ensure a seamless path to reservation.
Looking toward the future, the experts discussed the role of artificial intelligence in enhancing guest communication and data collection. Searl noted that while it is difficult to isolate AI's direct impact on conversion rates, early data shows a significant multiplier on the return on investment for automated chat tools. These technologies are increasingly being used to surface the top questions guests are asking, allowing owners to refine their operations and marketing materials.
As the 2026 season approaches, the consensus among the participants remained focused on the long-term resilience of outdoor hospitality. Searl described the industry as one of the strongest asset classes for the coming decades, as the rise of digital "slop" and AI-generated content drives more people to seek authentic experiences in nature. The panelists concluded that while 2026 may require more strategic effort than the post-pandemic boom years, the fundamental demand for outdoor recreation remains a permanent fixture of human behavior.
This news is vital for industry professionals because it highlights the transition from the "easy growth" era of the pandemic to a more sophisticated, data-driven operational landscape. Understanding these macro trends—ranging from international booking slumps to the untapped potential of dynamic pricing—allows campground owners and RV park operators to adjust their toolkits and marketing strategies to remain profitable in an uncertain economy.
