On a recent MC Fireside Chats, guest host Rafael Correa, who serves as President and CFO at Blue Water, welcomed an esteemed panel to discuss the state of the outdoor hospitality industry. He was joined by Jeff Hoffman of Camp Strategy, Mike Harrison, Chief Operating Officer of CRR Hospitality, and Sandy Ellingson, a passionate campground advocate. Kicking off the discussion, Correa asked each guest for a brief introduction and to share a topic they are currently focused on.
Sandy Ellingson, serving as a campground advocate, was the first to speak. She explained her work in bridging the gap between the industry and individual campgrounds. She is currently passionate about a new project that aims to facilitate a partnership to improve service. Jeff Hoffman, who works as a consultant to help smaller campgrounds become more profitable, expressed his interest in the future of camping, specifically where the industry is headed for the 2026 season. Mike Harrison, whose company owns, manages, and consults for outdoor hospitality properties, said his biggest focus is on preparing for 2026, which he believes will be a challenging year.
The group then delved into a retrospective of the 2025 season. Rafael Correa noted that while it wasn't a "breakout year" overall, he saw a significant revenue slide in more distant, destination-oriented parks. In contrast, local campgrounds performed better, and he saw a bright spot in vacation rentals and unique accommodations, which are on an upward trajectory. Mike Harrison agreed, mentioning that his properties in the southern US have been seeing similar trends for some time. He drew a parallel to the hotel industry, where high-end and economy properties are succeeding while the middle tier struggles.
However, Sandy Ellingson challenged this perspective by urging the industry to look deeper into the "why" behind declining transient numbers. She cited research suggesting that the industry is losing more campers than it's gaining. She pointed out that new demographics are not embracing camping because of increased competition, higher prices, and the loss of tent camping—which she called the "gateway drug" for the industry. She also shared anecdotal evidence from campgrounds suggesting that people who bought new RVs are canceling trips because their units are in the shop or haven't been delivered yet.
The conversation then shifted to innovation and adapting to a changing market. Mike Harrison philosophically stated that owners and operators must act proactively rather than simply letting circumstances happen to them. He emphasized that campgrounds that do not evolve their technology, marketing, and focus on customer experience are "doomed to have a very tough year." Jeff Hoffman agreed, noting that while the industry hasn't yet seen the widespread closures that happened in the hotel industry, it is heading that way for campgrounds that fail to keep up with modern standards.
A specific point of innovation they all discussed was the rapidly evolving role of technology. Mike Harrison talked about his company's push to use AI for answering phones and reservations, describing it as an "elementary school" tool that will quickly advance to "middle school" and beyond. He highlighted that AI agents don't have "bad days" and won't miss phone calls, making them a crucial next step for increasing phone coverage. Rafael Correa shared a personal example of how a refined digital marketing strategy for a single hotel resulted in an 18% revenue jump, proving the critical importance of a comprehensive digital presence.
Sandy Ellingson then introduced a "somewhat controversial" topic: the industry's increasing move toward long-term and annual stays. She voiced her concern that many large park groups are shifting away from transient sites, not only taking away recreational spaces but potentially risking legal issues. She worried that campgrounds using recreational vehicles for...
