In our first ever Camp Campspot, a one-day learning event for Campspot campground owners and operators, our afternoon session was open to the wider outdoor hospitality industry. Titled Tweak Your Strategy With the Latest 2024 Camper Intel, this live webinar discussion was led by Campspot CMO Erin Stender and Campspot Performance Marketing Manager Dana Marks. To help campground operators fine-tune their strategies for the summer months and beyond, Erin and Dana reviewed recent camper engagement trends, insights from Campspot’s platform data, and the results from our most recent Campspot Marketplace camper survey.
To hear the actionable camper insights and tips directly, watch the video here. Below, we’ll recap the four camper engagement trends discussed as a sneak peek!
The Latest Camper Intel and Engagement Trends
1. Water Lust
In the fall of 2023, we dubbed 2024 the year of the calm-cation, and some of the leading signals we observed in support of this trend continue to ring true for the months ahead. On Campspot Marketplace, Top Campgrounds With Waterparks was our #3 most clicked page in the month ahead of this discussion, and our #1 blog post for organic traffic. Water amenities are also the most searched for type of amenity in Campspot’s dynamic search ad campaigns. Recent camper surveys indicate that 63% of campers are interested in water recreation when they go camping, and 51% are specifically interested in swimming.
Action Item: If you have water amenities—or you’re near a particular body of water—sing it from the mountaintops! Ensure your digital presence leads with water-forward imagery and that any information about how your campers can expect to enjoy the water as part of their experience at your campgrounds is front and center.
2. Deals! Deals! Deals!
Campspot’s Camping Promo Codes and Discounts page was our #3 page for most impressions in the month ahead of this discussion. We also observed a significant increase in participation in our spring [and summer?] sales, with 627 uses of BIG24 promo code during our spring Biggest Booking Week (almost double year’s promo usage for the same time). Another fun fact shared in the discussion—for participating parks, the average booking value was 57% higher!
Action Item: Add eye-catching sales and promotions to your calendar and be sure to leverage seasonal moments to create promo packages. Be on the lookout for Campspot’s fall sale.
3. Public Lands and Local Camping
Our #4 page for top impressions is a “camping near state park” page and 1 in 3 Campspot camper survey respondents are looking to camp at state and national parks this summer. We also observe improved email performance for personalized sends, with 12% higher clicks for “events near you” type emails vs. non-personalized emails.
Action Item: If you’re located near public lands, position your park as a way to experience those lands (but perhaps with more amenities and ease??) and create segmented messaging for your local community to provide them with relevant local news, deals, promotions, and events.
4. Packing Lists
Packing lists and grocery list blogs performed in the top seven most clicked pages for Campspot Marketplace in the month ahead of this discussion. We also observed a 175% increase in searches for “camping packing lists” search terms compared to the previous three months.
Action Item: Delight your community and campers by providing this type of information as part of your experience. For example, you could share this type of content in confirmation emails or reminder emails that you send campers about their upcoming camping trips.
In addition to recent camper engagement trends, we also looked at insights from Campspot’s platform data (did you know that for parks using dynamic pricing the average daily rate (ADR) for summer months is 63% higher??) and reviewed recent Campspot Marketplace survey results. Click the image below to watch the full recording and get all of the details!
Ellie Burke is Campspot’s senior marketing manager of brand and campaigns. She’s passionate about time in the outdoors and helping campground business owners share their stories. In her free time you can find her writing fantasy novels by night, drinking too many iced lattes by day, and chasing her three boys around their Christmas tree farm in the Finger Lakes.
