Modern Campground and Cairn Consulting Group have released their newest MC Hospitality Highlights research report titled “Search Evolution: The New Ways Campers Are Deciding Where To Stay”, revealing that the topic of “camping” as a stand-alone search term dropped from 57% in 2023 to 44% in 2024.
This shift indicates two significant trends: fewer “newbies” are using generic search terms to start their information gathering, and travelers are becoming more savvy, with specific searches reflecting better access to information.
“This marked change in search behavior highlights a more knowledgeable and discerning camper,” said Scott Bahr, President of Cairn Consulting Group. Campground owners need to adjust their online strategies to meet the evolving demands of these travelers. Our insights show that glamping searches increased by 13% among new guests, demonstrating a strong interest in more refined and specific outdoor experiences.
The report explores various changes in campers’ behaviors and preferences, emphasizing the rising demand for specific camping experiences and the importance of strategic online content for campground owners. For instance, searches for glamping rose by 29% overall and saw a 50% year-over-year increase for glamping definitions. Despite its growing popularity, glamping remains a relatively small segment within the broader outdoor hospitality market, indicating potential for expansion but also necessitating strategic marketing to convert interest into bookings.
“Campground operators need to focus on local searches as economic factors like inflation drive campers to seek closer locations,” stated Brian Searl, Founder, and CEO of Modern Campground. “There has been a 90% increase in searches for campsites within 50 miles of home, which means optimized online presence for local searches is crucial. Catering to these more frequent but shorter trips can boost occupancy rates and client satisfaction.”
Moreover, the economy has influenced camping behavior significantly, with many campers looking to reduce costs by seeking free camping locations. There has been a 28% increase in searches for no-cost camping sites between 2023 and 2024. However, campsite owners can address this by providing low-cost alternatives or amenities that support more self-sufficient campers.
To conclude, the report suggests that campground owners should focus on precise SEO strategies, targeted content creation, and promotional offerings that align with the evolving preferences and economic realities of campers. By adapting to these behavioral changes, they can better position themselves to attract more campers in the upcoming fall season and beyond.
Download the full September 2024 MC Hospitality Highlights report at https:moderncampground.com/mc-hospitality-highlights-september-2024.
Have questions or need more information? Reach out to Brian Searl via email at [email protected].
About MC Hospitality Highlights
MC Hospitality Highlights is a monthly report series launched in January 2024 by Modern Campground and Cairn Consulting Group. Each edition delves into critical topics impacting the outdoor hospitality industry, providing data-driven insights and practical guidance for campground operators. The series aims to empower the industry with actionable information to enhance guest experiences, drive revenue, and foster innovation.
About Modern Campground
Modern Campground was established in 2021 to provide a dedicated news source for the outdoor hospitality industry. Focused on RV parks, campgrounds, glamping resorts, and industry suppliers, Modern Campground offers carefully curated news, original articles, and columns written by industry leaders. Their goal is to continuously improve and be a comprehensive resource for outdoor hospitality news.
About Cairn Consulting Group
Cairn Consulting Group specializes in market research to support data-driven decision-making. Their primary focus is on gathering, analyzing, and interpreting market data to provide actionable insights. They offer a range of services including primary market research, quantitative and qualitative analysis, research study design, and more. Their approach emphasizes illuminating the market and guiding clients through the research process to achieve better results. Cairn Consulting Group also produces significant industry reports, such as the North American Camping Report.
