The campground industry is bigger than ever and the campers showing up are different than they used to be.
According to KOA’s 2026 Camping & Outdoor Hospitality Report, over 52 million North American households camped in 2025, surpassing pre-pandemic participation levels. The industry’s economic footprint reached $66 billion, which is a $5 billion increase from 2024. And average daily expenditures per person, excluding accommodations, surpassed $200 in 2025.
That last number is the one operators should pay attention to. Today’s camper isn’t just showing up, they’re spending more. They’re planning ahead, committing to the experience, and looking for more than just a place to park. They’re choosing quality over convenience, and experience over economy.
This is the Quality-Over-Quantity Camper. And understanding them could be the most important thing you do for your business this year.
Understanding the Quality-Over-Quantity Camper
The 2026 KOA report paints a clear picture of who is camping today and what they want.
They’re spending more, and willingly. With average daily expenditures exceeding $200 per person (not counting the cost of accommodation), this is a traveler with money to spend and a willingness to spend it on experiences, gear, food, and extras that enhance their trip.
They’re planning to camp more, not less. 31% of campers surveyed say they plan to spend more nights camping in 2026 compared to 2025. Demand isn’t cooling, it’s deepening. Existing campers are becoming more committed.
They’re seeking experience, not just escape. KOA’s research shows that 77% of campers say “just being in nature is enough” which is a meaningful shift away from programmed activities toward intentional, restorative experiences. These campers are making deliberate choices about where they stay and what that stay will feel like.
They’re invested in the details. 48% of campers now say high-quality Wi-Fi is essential. Accessibility and specific amenities drive decisions. This is a guest who has done their homework before arriving.
What emerges is a profile of a traveler who approaches camping with intention, research, and a clear sense of what they want from the experience. The campground that speaks to that traveler and delivers on its promises earns not just a booking, but loyalty.
What This Means for Campground Operators
The shift from volume-driven thinking to value-driven thinking isn’t just a market observation, it’s a strategic imperative. Here’s how to position your campground to win with this new type of guest.
1. Stop Chasing Heads in Beds and Start Maximizing Revenue Per Booking
The hotel industry learned this lesson decades ago. Campgrounds are now at the same inflection point. The metric that matters is no longer “how many sites did we fill?”, it’s “how much revenue did each booking generate?”
That means moving away from discounting as a volume tool. The quality camper isn’t bargain-hunting, they’re experience-hunting. Dropping your rates to fill slow periods signals the wrong thing to the guest you most want to attract.
Instead, reframe your value proposition: offer packages rather than discounts. A site + firewood bundle, a “date night” cabin package with a local charcuterie board, or a family arrival kit with s’mores supplies and activity guides communicates value without eroding your pricing integrity.
2. Build a Compelling Add-On Menu
With campers spending $200+ per person per day on-trip, and camping increasingly seen as an experience rather than just an overnight, there’s a significant appetite for add-ons and upgrades. The key is making them available at the point of booking, not as an afterthought at check-in.
Think about what would genuinely enhance your guest’s stay:
- Equipment rentals (kayaks, bikes, e-bikes, paddleboards)
- Firewood and s’mores kits delivered to the site
- Early check-in / late check-out options
- Local experience packages (guided hikes, fishing charters, winery tours)
- Premium site upgrades (waterfront, extra privacy, full hookups)
- Welcome baskets or seasonal arrival kits
Every add-on is a chance to deliver more of the experience your guests are already looking for and to compound your revenue per booking without adding a single site.
3. Embrace Dynamic Pricing
The era of flat seasonal rate sheets is ending. Pricing should be a living system that adjusts continuously as demand evolves.”
A practical dynamic pricing strategy for most campgrounds involves three layers:
- Seasonal rates: peak, shoulder, and off-season pricing tiers
- Day-of-week adjustments: weekend premiums (typically 10–20% above midweek) balanced by midweek incentives for flexible travelers
- Demand-based surcharges: holiday weekends, local events, and high-demand booking windows
Dynamic pricing doesn’t mean algorithmic chaos. It means structured, intentional pricing that reflects real demand. Let’s Camp now makes this easier than ever to set up.
4. Plan for Longer-Stay Guests
KOA’s data shows that more campers are extending their trips and planning more nights outdoors in 2026. Combine that with the growth of remote work and a growing segment of full-time RV residents, and campgrounds are increasingly serving hybrid vacation/residential guest profiles.
Operationally, this is a meaningful opportunity: longer stays mean lower turnover costs, more predictable revenue, and guests who become deeply invested in your community. Consider offering tiered weekly and monthly rates that reward commitment while protecting your margins. Weekly rates can be discounted 10–15% from nightly equivalent, and monthly rates at 25–40%.
Setting Up Your Website to Attract the Quality Camper
The quality camper does their research before they book. That research happens on your website, and if your site doesn’t meet the moment, they move on.
Over 70% of campground bookings on Let’s Camp are now made on mobile devices. Your website is your most powerful sales tool, and it needs to function accordingly.
Lead with Experience, Not Just Amenities
Generic campground websites with stock photos and bullet-pointed amenity lists won’t convert a deliberate, experience-driven traveler. If your website is using the same stock photos of happy families and the same generic welcome text, you are not giving your visitors the chance to really get to know you and what you have to offer.
Instead, lead with what makes your property specific and memorable. Is it the morning mist on your lake? A Saturday night potluck tradition? A stretch of trail that most guests don’t know exists? The quality camper is looking for a reason to choose you, so give them one.
KOA’s research notes that campers are increasingly searching for specific experiences and amenities. If you have them, they need to be front and center on your site, not buried on page four.
High-quality, authentic photography is non-negotiable. Photos should showcase:
- Individual site features (waterfront views, patios, fire rings, hookup setups)
- On-property amenities (pool, trails, shower facilities – show what they actually look like)
- Atmosphere and mood (sunsets, families around fires, the vibe at golden hour)
Real photos build trust; stock photos erode it.
Make the Booking Path Frictionless
Your “Book Now” button should live in the top navigation on every single page and not just the reservations page. Eliminating friction in finding how to book is an important part of converting lookers to bookers.
Remember: the quality camper books ahead, researches thoroughly, and arrives with expectations set by what they saw online. The seamless booking experience that Let’s Camp offers signals that your campground is professional and worth the price you’re charging.
Showcase Your Add-Ons on the Site and Not Just at Check-In
If add-ons and packages are a core part of your revenue strategy, your website needs to do the work of selling them. Feature them prominently: dedicated sections, great photos, clear pricing, and the ability to book in advance. Let campers envision the full experience before they arrive.
Build Trust Signals Throughout
The quality camper is spending more per trip and planning further in advance, which means they’re doing more due diligence upfront. Support that process with:
- Guest reviews: real quotes with names and star ratings, placed prominently
- Clear cancellation and refund policies: ambiguity erodes confidence
- Transparent pricing: no surprise fees at checkout
A visual, interactive site map that lets guests choose their specific site is also a strong conversion tool. The quality camper wants to know exactly what they’re getting.
Setting Up Your Booking Software to Capitalize on the Shift
Your website attracts the quality camper. Your booking software keeps the revenue flowing and gives you the data to keep improving.
Site-level pricing differentiation. Charge a premium for waterfront sites, full-hookup pull-throughs, or glamping tents.
Add-on and upsell management. Offer add-ons that guests want. Firewood, ice and passes are the obvious ones, but how about s’more kits or other savoury treats.
Dynamic pricing rules. Most set different prices by season, site type, and length of stay, but setting rates based on day of week, occupancy rate or special event can help you generate more revenue for your park.
Automated communications. Configure your confirmation and pre-arrival emails with trip prep information, upsell opportunities, and local recommendations. This turns a reservation into an experience that starts before the camper arrives.
If your software doesn’t have these features, contact us so we can show you how to implement these to maximize your per guest revenue.
Think in Terms of RevPAS, Not Just Occupancy
Hotels have used Revenue Per Available Room (RevPAR) as a core metric for decades. Campgrounds are now at the point where Revenue Per Available Site (RevPAS) deserves the same attention. Two parks with identical occupancy rates can have dramatically different revenue outcomes based on how well they’ve optimized site-level pricing, add-ons, and length-of-stay incentives.
If your current software doesn’t give you this visibility, it may be time to evaluate alternatives.
The Bottom Line
The campground industry isn’t shrinking, it’s maturing. With 52 million households camping in 2025 and per-person daily spending topping $200, the market has never been stronger. But the campers driving that growth are more deliberate, more discerning, and more willing to spend on the right experience than ever before.
The operators who thrive will be the ones who meet that camper where they are: with a clear and compelling online presence, seamless booking, smart pricing, and an experience worth every dollar.
Stop thinking about how to fill more sites. Start thinking about how to make every site, and every booking, worth more.