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 episode hosted by Modern Campground, moderated by Brian Searl, featuring campground owners, architects, and experiential hospitality developers examining how the industry is redefining value creation.
Participants included Jeremy Johnson, owner of Camp Kona Hills; 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 report, 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.
About Insider Perks
Insider Perks is an outdoor hospitality intelligence company focused exclusively on campgrounds, RV resorts, and glamping destinations. The company combines AI guest service, market intelligence, automation, AI-ready websites, and growth marketing into one connected system for property operators across North America. Insider Perks publishes original industry research including the Outdoor Hospitality Pricing Report, the AI-Ready Website Standard, and the industry’s first Pricing Index. Founded in 2009 by Brian Searl, the company serves 500+ properties and operates Modern Campground, the industry’s largest trade publication.
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.