A recent AAA Consumer Pulse Survey reveals that Wisconsin travel demand is accelerating, with 33% of residents planning more vacations in 2026 than in the previous year.
The data, collected from 400 Wisconsin residents between January 26 and February 5, 2026, indicates that road trips are the primary choice for 50% of travelers. For campground and RV park operators, this surge in drive-to destinations highlights a significant opportunity to capture regional travel demand through strategic marketing and infrastructure adjustments.
The survey found that 41% of Wisconsin residents intend to take two to three getaways lasting at least three days this year. Road trips significantly outpace other vacation types, with beach destinations at 31% and major metropolitan areas at 29%. Properties positioned along popular driving routes may gain a competitive advantage by ensuring visibility on navigation apps and digital road-trip planning tools.
“Travel demand is not just holding, it’s accelerating,” stated Debbie Haas, vice president of travel for AAA – The Auto Club Group. Haas noted that with more Americans planning multiple trips, early planning and protection are becoming essential for travelers. Despite this, the survey exposed a gap in travel insurance adoption, as only 29% of Wisconsin travelers plan to purchase coverage for their upcoming trips.
The timing of planned trips is distributed across several key periods. Spring break and year-end holidays each attract 23% of travelers, while Thanksgiving remains a strong period at 22%. This distribution suggests that operators should prepare for sustained occupancy beyond the traditional summer season and into the late fall and early winter months.
Operational efficiency will be critical as demand rises. Industry experts suggest that implementing dynamic pricing via reservation management systems can help parks optimize revenue during these peak periods.
Additionally, the survey highlighted a reliance on professional travel planning, with 82% of Wisconsin residents finding travel agents valuable for suggestions and destination advice. For outdoor hospitality owners, establishing relationships with travel agencies and providing up-to-date property information could serve as a productive booking channel.
To appeal to the evolving traveler, operators are increasingly considering infrastructure upgrades, such as electric vehicle (EV) charging stations and premium glamping units. These amenities cater to a broader guest base, including those who desire outdoor experiences but may not own traditional camping equipment