The following is a report from Modern Campground.
A new study released by Modern Campground, in partnership with Cairn Consulting Group, reveals that small towns captivate the hearts of nearly 80% of travelers who blend work with leisure. The findings highlight small towns’ broad appeal, especially among workcationers (78%), solo travelers (71%) and remote workers (69%).
“The report reveals a significant shift in camper preferences, with small towns emerging as a top destination for a diverse range of travelers,” said Scott Bahr, president of Cairn Consulting Group. “These destinations provide opportunities for cultural immersion, outdoor adventure, and local flavor, creating a memorable experience for visitors.”
“As our lifestyles become increasingly mobile, small towns are emerging not just as stops but as destinations where culture and connectivity converge, reshaping our understanding of work-life balance,” said Brian Searl, founder and CEO of Modern Campground.
Campgrounds and RV parks in these areas have an opportunity to cater to this growing market by offering amenities and experiences that cater to their specific needs and interests.
The May 2024 report, titled “Small Towns, Big Experiences: Enriching Campgrounds with Local Culture,” not only sheds light on the demographics and preferences of today’s campers but also provides campground owners and operators with data to tailor their offerings. By understanding the preferences and motivations of campers, businesses can develop strategies to attract visitors, enhance their experience and contribute to the economic vitality of their communities.
This latest study is part of an ongoing series that has previously explored various facets of the outdoor hospitality industry. January’s report focused on deriving insight into guest satisfaction from online reviews, February highlighted the value of special events, March examined local partnerships and April emphasized the impact of sustainable practices on booking decisions. Together, these reports form a comprehensive overview of the challenges and opportunities within the outdoor hospitality sector, guiding stakeholders in their planning and operational adjustments.
To download the full May 2024 report, click here.