Decoding Guest Patterns: Adapting to Shorter Booking Windows and Higher Expectations
We’re excited to unveil the latest insights from our new report, “Decoding Guest Patterns: Adapting to Shorter Booking Windows and Higher Expectations,” part of the MC Hospitality Highlights series in partnership with Cairn Consulting Group.
This in-depth analysis brings together data from more than 1,200 camper surveys and extensive one-on-one interviews to uncover how guest planning behaviors are evolving, what today’s campers expect from their stays, and how decision-making timelines are shrinking across the industry.
The findings highlight critical shifts in booking habits, experience expectations, and value perceptions—providing campground owners and operators with clear, actionable insights to refine their marketing strategies, optimize operations, and stay competitive in an increasingly dynamic hospitality landscape.
Key Insights
- Booking windows are shrinking rapidly: About 1 in 4 campers now books less than a week before their trip, and nearly 40% plan to shorten their booking window even further by 2026.
- Availability remains a major friction point: More than one-third of campers reported being unable to secure a spot at a private campground when they wanted one, forcing them to look elsewhere.
- Basics drive satisfaction: While guests want unique experiences, they prioritize friendly staff, clean bathrooms, and reliable Wi-Fi above all else once they arrive.
- Value over volume: Despite economic pressures, guests are willing to pay more for “wellness by water” and unique amenities, preferring fewer, higher-quality stays or shorter “mini-vacations.”
- Nature meets comfort: There is a growing demand for a balance of rustic nostalgia and modern convenience, with guests seeking “simpler times” without sacrificing essential comforts.