The outdoor hospitality landscape is experiencing a profound generational shift. While Baby Boomers and older generations have served as the industry’s economic backbone for decades, a rising cohort of younger millennials, Gen Z, and Gen A travelers are redefining what it means to connect with nature.
However, this new demographic brings a unique challenge: an “exposure gap” characterized by an eagerness to experience the outdoors paired with a distinct lack of traditional camping know-how and a lingering anxiety about making mistakes in a hyper-connected world.
For instance, data from an Insider Perks Gen Z Research Report highlights a steep drop-off in foundational outdoor knowledge among younger demographics. Due to the constant stimulation of digital devices and social media, youth are rarely left “bored” enough to observe natural elements, creating a psychological barrier to entry that requires high-touch, curated introductions to the outdoors.
This paradox of high desire but low foundational knowledge is a defining feature of the post-pandemic landscape. Data from the Outdoor Industry Association’s 2025 Outdoor Participation Trends Report confirms a 5.6% surge in participation among children ages 6 to 12 — proving the demand for outdoor engagement is there, even if the traditional skills are not.
To capture this evolving market, forward-thinking campground operators are moving past the legacy amenities of the last 40 years—such as basic mini-golf and standard community pavilions—and are actively transforming their properties into highly curated “outdoor hotels.”
Evolving Demographics Demand Evolving Models
Jon Thatcher, owner of Shady Oaks Camping Resort in Plattsburgh, New York, recognized this paradigm shift firsthand after purchasing his resort in August 2024.
Coming from a 15-year career in education reform, Thatcher entered the outdoor hospitality sector with a fresh perspective, noticing that post-COVID campground demographics looked vastly different from what they were five years prior.
This mirrors broader sector trends highlighted in the KOA 12th Annual Camping & Outdoor Hospitality Report, which found that three-fourths of campers — and 81% of Gen Z campers — view campgrounds as modern “third places,” environments outside home and work where genuine community happens. The report also notes that Gen Z and Millennial campers post the highest daily spend, signaling meaningful loyalty potential for operators willing to invest in the experience.
“What surprised me was there were people same age as me, with families, without families, on their own, working remotely just like I was,” Thatcher said. “Fifty percent of the people in campgrounds were, by mental math, in the same life space as I was in, which kind of shocked me. And then that made me wonder—what campgrounds offered was just what they’d always offered. It’s not necessarily what we wanted or what we needed.”
To bridge this gap, Thatcher is executing a strategic overhaul at Shady Oaks. While initial priorities focused strictly on stabilizing foundational infrastructure like water, electrical, and septic systems, his long-term vision shifts toward experiential details.
His roadmap includes designing a central gathering hub featuring a vintage-camper-themed bar and a morning coffee shop, alongside a dedicated “village” of private glamping domes designed to mirror the welcoming luxury of a boutique hotel lobby.
Overcoming the Psychological Barriers
Brian Searl, host of MC Fireside Chats and CEO of Insider Perks, expanded on the psychological hurdles keeping younger demographics from booking traditional campsites.
Unlike older generations who grew up with unstructured outdoor play, younger consumers face an unprecedented fear of social media scrutiny and basic operational apprehension.
“There’s this fear of ‘if I go outside, I don’t know how to pitch a tent, I don’t know how to get rid of bugs, I don’t know how to be comfortable,’” Searl noted. He stressed that campgrounds cannot simply market physical site features; they must actively ease guest anxieties.
Searl suggested hospitality-forward interventions, such as pre-pitched premium tent packages and a concept he credited to AI brainstorming: green lanterns. Under the idea, guests who want social interaction switch on a green-painted lantern at their site to signal that openness, while those wanting solitude leave it off — giving anxious or introverted guests control over their social boundaries without the awkwardness of traditional icebreakers.
To successfully navigate this changing consumer landscape, operators must look at hard evidence rather than historical assumptions.
According to the 2026 Outdoor Hospitality Pricing Report and the monthly Outdoor Hospitality Pricing Index (OHPI), the average glamping accommodation inside a standard campground commands a nightly rate of $158.
Conversely, standalone glamping operations pull in an average of $300 per night. Searl attributed the gap primarily to perceived isolation, arguing that modern glampers will pay a premium when architectural layout, foliage, or high hedges allow them to forget the surrounding campground’s density.
Adapting to the AI Search Revolution
Resolving these operational and marketing gaps also requires a fundamental rethink of a campground’s digital real estate. Searl said traditional 10-page campground websites are rapidly becoming obsolete as search technology migrates toward conversational AI frameworks.
Referencing Google’s I/O 2026 keynote — where the company unveiled what it called the biggest Search box overhaul in more than 25 years, installing Gemini 3.5 Flash as the default model in AI Mode and pushing AI Overviews and conversational AI responses ahead of traditional results — Searl said campgrounds must expand their digital real estate from a standard 10 pages to 30 or 50 pages of deeply factual, structured content.
By structuring distinct landing pages and buyer personas for every accommodation type—from transient RVers to luxury glampers—operators can feed AI search engines the precise operational data needed to match modern travelers with their ideal curated experience.
Transitioning from a reactive campground to an intentional, data-driven “outdoor hotel” is no longer a luxury branding exercise, panelists suggested — it is increasingly the operational baseline for capturing the next generation of outdoor guests.
The full episode of the recent MC Fireside Chats broadcast is available at moderncampground.com/fireside-chats/mc-fireside-chats-may-20th-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.