As labor shortages persist and guest expectations evolve, campground and RV park leaders are finding new ways to use data, automation, and artificial intelligence to make smarter operational decisions.
That was the key message during the operator panel “Take Control of Your Business: Real Life Operators, Real Life Events”—part of The Outdoor Hospitality Innovator’s Summit hosted by Storable | Newbook at the Outdoor Hospitality Conference & Expo (OHCE) 2025 on November 12 in Louisville, Kentucky.
The discussion featured Logan Miller, president of Spacious Skies Campgrounds; Jeremy Johnson, owner of Kona Hills Campground; Rafael “Rafo” Correa, president and chief financial officer of Blue Water Development; and Scott Foos, managing partner of Horizon Outdoor Hospitality.
The conversation was moderated by Storable | Newbook representatives Erin Stevenson, Blake Burris, and Scott Knepp as part of an interactive session on turning data into action.
Turning Information Into Action
The panelists agreed that operators at every scale must move beyond collecting numbers to acting on them. One speaker noted that data is only valuable if it leads to meaningful change, explaining that operators should automate recurring reports and dedicate weekly time to reviewing performance trends.
Another panelist said their team uses property management reports to connect marketing results with revenue performance, ensuring that each department operates with the same data in mind.
For smaller or growing parks, data-driven decisions can start simply. A panelist explained how they review booking data to determine which sites are most in demand and then adjust layouts or add features to underperforming areas.
“Right now, we’re really focused on development,” Johnson said, “We opened up with eight tent camping sites and at the end of the year we were up to 35. We’ll be at 40 next year.”
Addressing Staffing Challenges With Innovation
Labor shortages remain one of the industry’s biggest obstacles, but panelists said new approaches can relieve the pressure.
One speaker emphasized cross-training as a way to reduce headcount while maintaining service quality. Others said smoothing check-in schedules or staggering weekend events can balance workloads and reduce burnout.
Training was also a focus. A panelist described launching an online training system that standardizes onboarding and supports long-term staff retention. “From day one, their experience is better than if they were just thrown into the mix,” the speaker said.
Automation is also filling staffing gaps. One panelist said their company uses AI-assisted systems to handle peak-hour phone calls and chat requests, freeing up employees for higher-value work. Another speaker added that automation can support housekeeping and guest messaging, helping teams remain responsive without expanding payroll.
AI and the Rise of Smarter Operations
Artificial intelligence emerged as a recurring theme. One panelist said AI is transforming raw data into actionable insight: “Data is great, but information is way better.” Another speaker described AI as “a gigantic equalizer” that allows small parks to access analysis once limited to large operators with dedicated analysts.
Panelists encouraged attendees to experiment with AI by uploading occupancy and rate reports to identify unseen trends. “That’s probably what I’m most excited about: what AI brings to the table,” one speaker said.
While technology enables efficiency, the panel underscored that rate strategy and guest value remain central to profitability.
One speaker explained that dynamic pricing tools, widely used in hotels and vacation rentals, could help campgrounds better match rates to demand. Another said operators should diversify their site mix to appeal to both budget-conscious travelers and premium guests, calling it “price stratification.”
Panelists agreed that value perception will define success as more inventory enters the market. “Our space, our inventory, is only limited by our imaginations,” one speaker concluded.
Featured image by Brian Searl/Modern Campground