Campground operators who built their business models around packing as many traditional RV sites onto a plot of land as possible are facing a new reality. While overall demand for the outdoors continues to climb, the demographic driving that growth is shifting.
The next generation of campers—millennials and Gen Z — and, increasingly, the Gen Alpha children traveling with them — are seeking curated, nature-immersive stays. Operators who fail to adapt risk losing market share, but those willing to pivot are unlocking higher margins and new customer segments.
Prioritizing Experience Over Density
The traditional playbook of maximizing site counts on a small acreage is increasingly out of step with modern guest expectations. Munro Murdock, owner of North Haven Campground in Bonners Ferry, Idaho, warned that prioritizing density over the guest experience is a risky long-term strategy.
“If you’re going for more of a destination or camping experience, you know, you’re missing the mark, I think, if you’re not having some privacy and buffer and landscaping and trees and some of the nature effect,” Murdock said.
He noted that the industry pendulum has swung too far toward packing guests in, which ultimately has a negative effect on customer satisfaction. By maintaining wider spacing and diverse accommodations—including RV sites, glamping wagons, and cabins—Murdock’s property has consistently increased revenue over the past four years.
The Data Behind the Experiential Shift
To justify higher rates and attract these newer demographics, forward-thinking properties are expanding into glamping and experiential offerings. According to the KOA North American Camping & Outdoor Hospitality Report, overall camping demand has stabilized, with over 52 million North American households camping in 2025—a figure almost unchanged from 52.5 million in 2024. However, the demographic makeup of those campers is shifting significantly.
Millennials and Gen Z now account for 75% of all new campers, and 40% of this younger demographic actively seeks out non-traditional accommodations like glamping tents and cabins over standard RV pads. Furthermore, the global glamping market is projected to reach $7.02 billion by 2031, growing steadily as demand for unique, eco-friendly stays increases, according to a recent Mordor Intelligence Glamping Market Report.
Driving Profitability Through High-Touch Services
Beyond property layout, operators can drive substantial profitability through high-touch services and specialized add-ons. Stephanie Bias, general manager of Camp Aramoni in Central Illinois, has successfully leveraged high-touch hospitality to boost her bottom line. Operating 11 safari-style tents on a 100-acre property, her business model focuses heavily on keeping guests on-site through comprehensive food and beverage programs and premium experiential packages.
While creating elaborate offerings like luxury in-woods picnics requires significant staff coordination and trial and error, the return on investment easily justifies the effort.
“We found that the guests are willing to pay a higher sticker price for the picnics because they are so involved,” Bias explained. “And on that same end, it makes it profitable for us”.
Incremental Changes for Traditional Parks
Operators do not need a massive glamping budget to start testing experiential hospitality. Small, low-cost pivots can quickly generate new revenue streams. Murdock highlighted the profitability of offering basic, affordable tent sites tailored for adventure riders and new campers who may not have their own heavy gear.
“At the end of the day, we end up bringing in thousands of dollars of revenue every year from tent sites,” Murdock said.
As outdoor hospitality benchmarking data from OHI continues to track shifting occupancy patterns, the message is clear: operators must remain agile. Adapting to new camper expectations does not require a massive development loan or a full-scale resort pivot.
As Murdock proved, simply adding basic, pre-pitched tent sites for adventure riders required virtually zero glamping budget, yet it reliably adds thousands of dollars in incremental revenue to his bottom line every year. Whether it is bias proving that guests will gladly pay a premium sticker price when an offering is involved enough to justify it, or Murdock capitalizing on a $35 tent site, the most effective strategy is making small, specific changes that deliver a curated experience.
The full episode of this MC Fireside Chats broadcast is available at https://moderncampground.com/fireside-chats/mc-fireside-chats-september-30th-2026/.
About MC Fireside Chats
MC Fireside Chats is a live podcast experience dedicated to the outdoor hospitality and outdoor recreation industries. Hosted by Brian Searl, founder and CEO of Insider Perks and Modern Campground, the show offers engaging discussions with industry leaders, innovators, and experts shaping the future of camping, RVing, glamping, and outdoor recreation.
Airing every Wednesday at 2 p.m. (ET), the show follows a structured weekly theme to deliver deep dives into the most relevant topics:
- Week 1: Industry Trends & Insights
- Week 2: Enhancing Guest Experience
- Week 3: Business Operations & Management
- Week 4: Marketing, AI, and Technology
Each episode features a panel of recurring guests, complemented by 1–2 rotating special guests, including industry analysts, campground owners, technology providers, sustainability advocates, and more. Whether exploring the latest market trends or innovative guest experience strategies, MC Fireside Chats delivers thought-provoking insights for professionals and enthusiasts across the outdoor recreation spectrum.
To explore previous episodes of MC Fireside Chats, visit: moderncampground.com/mc-fireside-chats.
