According to a recent RV Technical Institute (RVTI) Updates newsletter, the RV Industry Association (RVIA), Go RVing and RVTI staff recently attended the Campground Owners Expo (COE) in Branson, Missouri, where they moderated panels, led presentations and heard RVIA President and CEO Craig Kirby deliver the keynote — returning with insights that extend well beyond campground operations.
COE drew record attendance and leaned heavily into shifting consumer behavior and modern marketing, showing how today’s RV owner is changing and what they expect across every touchpoint of the industry, including from AI searches.
The big picture:
- Marketing is multilayered requiring authenticity: Mindy Smith, senior manager of public relations, co-moderated the influencer panel showing how content creators are shaping brand perception, trip planning and gear purchases — impacting OEMs, dealers and suppliers alike. Smith also led a presentation showcasing data on who today’s RV owner is and how to market to them, taking advantage of national Go RVing campaigns including RV-2-50 and National Go RVing Day.
- Industry unity is strengthening: Championed and nurtured on-site by Chris Bornemann, senior director, government affairs, the RV Industry Association is working more closely with the campground industry than ever before showing a strong sense of alignment to elevate the RV consumer experience. Joint efforts around advocacy, data and future studies signal deeper collaboration ahead.
- Problem-solving requires hands-on training: There was strong reception to and participation in RVTI training led by technician trainer Mike Anderson where attendees earned their Level 1 certification. This collaboration ensures park owners and operators continue to meet RVers’ needs and turn vacation woes around quickly.
Campgrounds are the front lines of customer experience. Understanding their unique challenges and needs helps upstream partners anticipate what RVers expect next.
