The following is a report from Modern Campground.
A new study released by Modern Campground, in partnership with Cairn Consulting Group, reveals an intriguing shift in the preferences of RV travelers. According to the newly published “State by State: A Look at RV Park Search Volume and Where Demand is Headed,” the overall volume of searches for RV parks and campgrounds has declined by 12%. Conversely, interest in luxury RV parks has soared, with searches for these high-end accommodations increasing by 18%.
Scott Bahr, the president of Cairn Consulting Group, underscored the implications of these findings, stating, “Our research highlights a pivotal shift in the RV industry. While the overall search volume has decreased, the demand for luxury and long-term RV parks is growing steadily. This trend signals a clear opportunity for campground owners to rethink and enhance their amenity offerings to attract contemporary RV travelers.”
Brian Searl, founder and CEO of Modern Campground, echoed this sentiment. “The significant rise in searches for luxury RV parks indicates a change in what RV travelers are looking for. They are seeking out more comfortable, upscale experiences and are willing to spend more for premium amenities. It’s essential for campground operators to recognize these trends and adapt accordingly to meet evolving guest expectations,” Searl remarked.
The report details several key insights that are invaluable for campground owners aiming to stay competitive. Notably, search trends vary significantly by region and state. For instance, states like Maryland, Montana and Indiana have experienced substantial increases in search volumes, while others, including Utah, Georgia and Pennsylvania, have seen marked declines. Regionally, the Southern states exhibit the most significant declines in search volume, whereas the Midwest has the lowest drop. This variation underscores the importance of understanding and adapting to local market dynamics.
A critical observation from the report is the burgeoning interest in luxury RV parks. This trend is evident across all regions, with the Midwest seeing a remarkable 64% increase in searches for luxury accommodations. This stands in stark contrast to general category searches for RV parks, which are declining in most areas. Such data indicates a robust market for upscale RV camping options, presenting a compelling opportunity for campground owners to differentiate their services by incorporating upscale amenities.
The report concludes with strategic recommendations for campground owners. Investing in luxury and premium amenities can attract travelers seeking high-end experiences. It also emphasizes the importance of understanding the preferences of long-term stay guests and tailoring offerings to meet their needs. Moreover, optimizing online presence through targeted keywords and paid search strategies is crucial, particularly in competitive states. By leveraging regional strengths and focusing on strategic marketing, campground owners can better position themselves in a fluctuating market.
To download the full October 2024 MC Hospitality Highlights report, visit https:moderncampground.com/mc-hospitality-highlights-october-2024.