A recent report from MC Hospitality Highlights (MCHH) reveals that extreme heat is the most common reason campers alter their travel plans, surpassing other weather conditions such as cold temperatures, severe storms, and rain.
This trend, highlighted in the August 2024 report titled “Weathering the Storm: Strategies for Campgrounds to Thrive in Any Climate,” influences how campground operators approach guest satisfaction and operational strategies.
The August 2024 edition of MCHH indicates that approximately six out of ten campers have adjusted their travel plans due to weather conditions in the past year. Extreme heat has emerged as the leading reason for these changes for 50% of campers and 43% of RVers, marking a shift in camper behavior. This shift highlights the importance of campground operators considering the impacts of rising temperatures on their operations.
The findings of the report were further discussed by outdoor hospitality industry experts during the August 7th episode of MC Fireside Chats. Scott Bahr, president of Cairn Consulting Group, the company that conducts the MCHH reports, emphasized the differences in how RVers and tent campers respond to extreme weather.
“RVers are much less likely to change plans than tent campers, especially. But yeah, a lot of people adjust their plans—and it can be anything from changing the date, canceling their trips, delaying, changing it to a different time, or even changing the type of accommodation they stay in.”
Jeff Hoffman, the co-founder of Camp Strategy and a seasoned campground operator, was also present. He discussed the importance of providing climate-controlled facilities to enhance guest satisfaction during extreme weather.
“We have noticed the trend with the heat. We’re putting in a splash pad next to try to alleviate some of the [crowding in our pools],” Hoffman said during the August 7th episode of MC Fireside Chats. “I would recommend that you air condition all of your facilities [or] your restrooms […] it also makes the restrooms a lot cooler and better to use.”
Hoffman addressed the cost implications of such upgrades, noting, “The electric cost on these new systems is not that bad. You no longer have to run all the ductwork. You just slap these little units in and they work.”
He also emphasized the return on investment in terms of guest and employee satisfaction: “[I]f we’re looking at camper satisfaction, I think that’s where you get your return. Ever since we climate controlled our bathrooms, our guests have been happier, our employees have been happier,” he said. “It’s worth it.”
The discussion also covered the potential for these adjustments to serve as opportunities for campground operators.
As Bahr noted, campers “changing the type of accommodation” can be an avenue for campgrounds to upsell or promote their higher-tier options, such as air-conditioned cabins or glamping tents, especially during heatwaves. This can not only meet the needs of heat-averse campers but also increase revenue.
Expanding Role of Weather Guarantees
As weather conditions become more unpredictable, the concept of weather guarantees is gaining traction within the outdoor hospitality industry.
Weather guarantees offer campers the flexibility to cancel or reschedule their trips without penalty if adverse weather is forecasted, providing peace of mind and encouraging bookings even when weather conditions are uncertain. This approach has been increasingly adopted by campground operators and outdoor travel platforms.
In a March 2023 interview with Modern Campground, Nick Cavanaugh, founder and CEO of Sensible Weather, discussed how weather guarantees can be a game-changer for campgrounds.
“Offering Weather Guarantees is an easy way to increase guest satisfaction, and also booking confidence to increase conversion.” He emphasized that weather guarantees help alleviate concerns about weather conditions, which can often be a barrier to booking, by ensuring that guests are protected from the financial impact of adverse weather during their stay.
Cavanaugh also noted that providing weather guarantees can help build trust between campgrounds and their guests, leading to increased rebooking rates. He said, “Guests are more likely to book and re-book having the peace of mind that they will be protected from climate-related risks.”
Campspot, an online marketplace for campgrounds, has partnered with Sensible Weather to integrate these guarantees into their services. This partnership allows campers to secure their bookings with confidence, knowing that they are protected against weather disruptions.
“Through this partnership, Campspot campers will be able to add a Weather Guarantee to their bookings at 200,000+ campsites through the Campspot marketplace,” the partnership announcement stated.
Collective Hill Country, a glamping destination in Texas, has also teamed up with Sensible Weather to provide a high-temperature weather guarantee. By offering this service, Collective Hill Country ensures that guests can plan their trips without worrying about unbearable temperatures, which could otherwise deter them from booking.
As founder and CEO Peter Mack noted in their announcement, “Providing a shield against high temperatures aligns perfectly with our collective goal of inspiring individuals to venture out and discover the wonders of our world, particularly in regions like the captivating Texas Hill Country, known for its brilliant sunshine.”
In another example, Outdoorsy, a popular RV rental platform, in May introduced weather guarantees for RV travelers through Roamly. This service further extends the availability of weather guarantees across different segments of the outdoor industry, reinforcing the idea that such protections are becoming an industry standard.
These guarantees allow RV travelers to be reimbursed based on pre-set parameters for rain or heat, offering them the same flexibility and peace of mind as traditional campers. According to Outdoorsy, “Travelers can feel secure knowing they have coverage against any unpredictable weather.”
Adapting Campgrounds to Weather Conditions
Aside from weather guarantee, the MC Hospitality Highlights report and industry experts suggest several strategies for campground operators. Enhancing indoor facilities, providing cooling and heating amenities, and implementing flexible booking policies are some of the recommended approaches to maintain guest satisfaction and loyalty.
Scott Bahr emphasized during the MC Fireside Chats episode that campground owners should consider proactive measures. “The big question is, how are you going to respond if people are actually there while the weather turns bad? Or how do you entice them to keep their trip and to come to your park, even if the weather conditions aren’t ideal?” Bahr asked, highlighting the importance of creative and flexible responses to weather challenges.
Cooling Measures for Hot Weather
The report advises campground operators to prioritize amenities that help guests stay comfortable during periods of extreme heat. This includes shaded areas, air-conditioned common rooms, and water-based activities like splash pads. Providing easy access to drinking water and offering cold beverages can also help guests manage high temperatures effectively.
For colder conditions, the report recommends offering heated accommodations, such as cabins and yurts, and ensuring that RV sites are equipped with the necessary infrastructure for winter camping.
Additional amenities might include communal fire pits, hot beverage stations, and indoor activities designed to keep guests warm and entertained.
As weather patterns continue to evolve, campground operators have the opportunity to adapt their offerings to meet the changing needs of campers.
The insights from the MC Hospitality Highlights report, supported by discussions from industry experts on MC Fireside Chats and the growing trend of weather guarantees, provide actionable strategies for addressing the challenges posed by extreme temperatures and other weather conditions.
By implementing these recommendations, campgrounds can enhance guest experiences, build trust, and remain resilient in the face of climate-related challenges.