Artificial intelligence is gaining real traction across the hospitality sector. According to Canary Technologies’ 2026 survey of over 400 technology decision-makers, 82% expect AI usage to increase over the next year, with 85% planning to allocate at least 5% of their IT budget to the technology.
But as this wave reaches the outdoor hospitality sector, operators are running into a less-discussed problem: AI only works when it can reach the data sitting in the property-management, booking, and guest-communication systems that came before it.
Adam Seskis, CEO of campground property-management provider RMS, described the issue in a March 2026 Modern Campground interview as a “digital maturity” gap. “Campers have moved on, and they now expect a seamless, mobile-first experience from start to finish,” Seskis said. “But many operators are still managing bookings and guest communications with outdated or manual systems. The result is a disconnect between what guests want and what operators can deliver.” In short, the appetite is running ahead of the plumbing.
While AI-powered solutions promise improved marketing performance, streamlined operations, and enhanced guest experiences, industry experts say the reality on the ground is more nuanced.
Many campground and RV park operators are still in early adoption phases, experimenting with different platforms while struggling to connect them into a cohesive system. The gap is visible on the guest side, too.
The Dyrt’s 2026 Camping Report found that 33.6% of campers say they trust AI to recommend a campground, but only 10.3% have actually used AI to plan a trip—a three-to-one gap between interest and execution that mirrors what operators are navigating with their own tools.
Integration Challenges Emerge as Key Barrier
“There’s various levels of adoption and rejection throughout the industry,” Blair Noel, head of solutions architecture at Newbook, said during the April 22 episode of MC Fireside Chats. “It’s certainly a very interesting and active time within the industry.”
He noted that his role increasingly involves helping operators evaluate how AI tools fit not only into their workflows, but also into their existing infrastructure.
Noel explained that the challenge is not simply whether to adopt AI, but how to do so effectively without creating inefficiencies. Many businesses are layering new technologies—such as automated marketing tools or AI-driven customer communication—on top of legacy property management systems that were not designed for seamless integration.
Rapid Evolution Adds Uncertainty
Matt Whitermore, director at Unhitched Management and Climb Capital, suggested that while enthusiasm for AI is high, the pace of change is creating uncertainty. He pointed to the rapidly evolving nature of AI platforms, including shifting limitations and usage policies, as a factor that can complicate long-term planning for operators.
“Its short-term goal is: let’s get everybody like 20 to 30% more efficient with compressing their day-to-day work,” he said. “Which is honestly a really easy goal in my mind in terms of adoption and getting everybody into Claude code and learning how to work in those systems. It’s a little bit of a hurdle to get there.”
This tension reflects a broader trend across the hospitality industry, where digital transformation is accelerating, but standardization remains limited.
According to the Kampgrounds of America (KOA) 2026 Camping & Outdoor Hospitality Report, the outdoor hospitality sector continues to operate within a growing and increasingly tech-influenced travel market, with more than 52 million North American households camping in 2025 and generating a $66 billion economic impact.
While the report does not directly address operator technology strategies, it highlights rising guest expectations around digital connectivity, particularly WiFi access, which 47% of campers now consider very important, while four in ten view text-message updates and digital check-ins as important.
Fragmentation Persists Despite Investment
As a result, many outdoor hospitality businesses are managing a patchwork of systems that do not always communicate effectively with one another. This fragmentation can lead to duplicated efforts, inconsistent data, and increased operational complexity—issues that AI, in theory, is meant to solve.
Despite these challenges, experts remain optimistic about the long-term impact of AI. Noel, whose company Newbook is itself one of the property-management platforms operators are integrating AI tools into, framed the current phase as a natural part of any technology cycle.
Whitermore added that the industry’s willingness to explore AI solutions reflects a broader shift toward innovation, particularly as operators seek to meet evolving guest expectations shaped by experiences in hotels and short-term rentals.
The ongoing challenge, however, will be balancing innovation with practicality—ensuring that new technologies deliver measurable value without overwhelming existing systems or staff.
The full episode of the recent MC Fireside Chats broadcast is available at https://moderncampground.com/fireside-chats/mc-fireside-chats-april-22nd-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.