Outdoor hospitality is undergoing a structural shift as operators, designers, and developers move beyond traditional RV park and campground models toward immersive, story-driven destinations.
The change reflects evolving guest expectations, increasing demand for differentiated stays, and a growing emphasis on experience as the primary product rather than simply a place to stay.
The discussion surfaced during a recent MC Fireside Chats эпизод ведет Modern Campground, модерируется Brian Searl, featuring campground owners, architects, and experiential hospitality developers examining how the industry is redefining value creation.
Participants included Jeremy Johnson, owner of Лагерь Кона Хиллз; Zach Stoltenberg, associate principal of architecture at LJA; Joy de Vos, owner of Foxtrot Dairy Store and Campground; and Travis Chambers, founder of OutpostX, each contributing a distinct lens on how outdoor hospitality is evolving beyond commoditized lodging.
Immersive, Story-Driven Outdoor Destinations
Chambers, opened the discussion by describing his projects as immersive narrative environments rather than traditional lodging.“We’re building these, basically they’re movie set hotels,” he said, explaining that guests enter “a super themed unit” and experience a fully designed story world.
Chambers emphasized the depth of immersion his properties aim to create, stating, “There’s a whole story, there’s a podcast that you listen to on the way there with dialogue and characters and plot lines and backstories.”
He described the experience as intentionally disconnected from modern life, adding, “We try to remove all of your connections to the modern world… and you’re just in this 48-hour kind of experience.”
This reflects the same underlying shift identified in Booking.com’s 10th annual Travel Predictions докладе, which shows that travelers in 2026 are increasingly designing trips around personal passions, technology, and experiential goals.
The report points to a clear movement away from standardized travel products toward more individualized and experimental journeys, with technology playing a growing role in shaping how those experiences are discovered and delivered.
A key expression of this trend is the rise of “Romantasy Retreats,” where storytelling and travel intersect. As fantasy literature gains momentum, 71% of travelers said they are interested in visiting destinations inspired by fictional worlds. More than half indicated they would consider participating in role-play retreats based on favorite games, books, or films, while 78% said they would use AI-powered tools to locate “storybook” stays or real-world filming locations.
He also highlighted the role of storytelling in shaping guest perception and demand. “It’s a choose your own adventure thing,” he said, underscoring the importance of narrative structure in experiential hospitality design.
Marketing for such unconventional destinations, he noted, relies heavily on digital storytelling and influencer amplification. “We’ve spent maybe $30,000 total in two years on influencers to do about 250 million views on social media,” he said, describing how social platforms have become central to demand generation for experiential resorts.
Counterbalancing the discussion, Joy de Vos presented a grounded but parallel model rooted in agriculture and education. Describing her working dairy farm campground, she said, “We’re hoping that it’ll go on to the fourth generation… we decided, let’s do a campground. That sounds like fun. And then we talked about doing a store. We’ll have a little store to service the campground.”
De Vos emphasized the educational intent behind her operation, noting that many guests lack basic agricultural literacy. “I’ve encountered people that couldn’t tell that a bull calf was actually not a goat,” she said, highlighting the disconnect between urban populations and food systems. Her farm integrates camping with hands-on learning experiences, including tours and animal interaction.
Her farm integrates camping with hands-on learning experiences, including tours and animal interaction.
That educational, nature-rooted positioning maps to broader demand signals. Booking.com’s 2026 outlook found 43% of travelers plan to vacation specifically to feel closer to nature, with rising interest in quiet outdoor activities like birdwatching, foraging, and fishing — categories that working farms and rural campgrounds are uniquely positioned to deliver.
The conversation ultimately converged on a shared thesis: outdoor hospitality is shifting from commodity-based lodging to experience-driven design. As Stoltenberg summarized, “We’re seeing those master plan communities with resort-style swimming pools and top-tier amenities… you’re selling a lifestyle, they’re selling a brand.”
This evolution, participants suggested, is reshaping not only how campgrounds are designed but how value is defined across the industry. Instead of competing solely on price, amenities, or location, operators are increasingly competing on narrative, immersion, and emotional resonance.
Rethinking Revenue Models, Pricing Systems
Also in the conversation, Jeremy Johnson raised concerns about the limits of current pricing systems used in campgrounds, noting that “everybody’s saying turning on PriceLabs or turning on dynamic pricing in Newbook isn’t quite cutting it anymore.”
His comments reflected growing frustration among operators who feel existing tools fail to account for property-specific nuance.
Johnson added that many systems still lack flexibility at the property level, pointing out a key gap: “You can set a base floor, but you can’t set a dynamic floor.” He argued that pricing models need to better reflect seasonal shifts and the unique characteristics of individual properties rather than relying on static assumptions.
Stoltenberg responded by framing the issue as a legacy mismatch between traditional hospitality systems and outdoor hospitality realities. “All those systems and mechanisms, the booking software, they’re built for that traditional model,” he said. “Everything about outdoor hospitality is so unique and different.”
Stoltenberg also pointed to a broader industry shift away from RV-only development models. “There’s a big push right now into cabins, park models, glamping tents, other accommodation options,” he said, noting that operators are increasingly adapting to changing guest demand beyond RV-based stays.
О нас Insider Perks
Insider Perks Это компания, специализирующаяся на аналитике рынка услуг для отдыха на природе и ориентированная исключительно на кемпинги, базы отдыха для автодомов и глэмпинговые площадки. Компания объединяет услуги по обслуживанию гостей с помощью ИИ, анализ рынка, автоматизацию, веб-сайты, готовые к использованию ИИ, и маркетинговые стратегии в единую интегрированную систему для операторов недвижимости по всей Северной Америке. Insider Perks Издает оригинальные отраслевые исследования, включая отчет о ценообразовании в сфере гостеприимства на открытом воздухе, стандарт веб-сайтов, готовых к использованию искусственного интеллекта, и первый в отрасли индекс цен. Основана в 2009 году Brian SearlКомпания обслуживает более 500 объектов недвижимости и осуществляет свою деятельность. Modern CampgroundКрупнейшее отраслевое издание.
О нас MC Fireside Chats
MC Fireside Chats это живой подкаст, посвященный индустрии гостеприимства и отдыха на открытом воздухе. Ведущий Brian Searl, основатель и главный исполнительный директор Insider Perks и Modern CampgroundНа выставке проводятся увлекательные дискуссии с лидерами отрасли, новаторами и экспертами, формирующими будущее кемпинга, автодомов, глэмпинга и отдыха на природе.
Программа выходит в эфир каждую среду в 14:00 (по восточному времени) и, следуя еженедельной тематической схеме, подробно рассматривает самые актуальные вопросы.
- Неделя 1: Тенденции и аналитические данные в отрасли
- Неделя 2: Улучшение качества обслуживания гостей
- Неделя 3: Управление и организация бизнес-процессов
- Неделя 4: Маркетинг, ИИ и технологии
В каждом эпизоде присутствует группа постоянных гостей, дополняемая 1–2 сменными специальными гостями, включая отраслевых аналитиков, владельцев кемпингов, поставщиков технологий, сторонников устойчивого развития и т. д. Независимо от того, изучаете ли вы последние тенденции рынка или инновационные стратегии обслуживания гостей, MC Fireside Chats предлагает стимулирующие к размышлениям идеи для профессионалов и любителей активного отдыха.
Чтобы изучить предыдущие эпизоды MC Fireside Chats, посещение: Moderncampground.com/mc-fireside-chats.