#United States #Austin #outdoor hospitality #camping #Storable Newbook

Booking Woes in the Camping Industry

A recent report titled The State of RV, Campground & Outdoor Hospitality provides a revealing glimpse into the challenges faced by campers in the United States. It highlights that over half of all campers (57%) abandoned booking attempts in the past year. This trend poses a significant concern for campground operators as it indicates potential revenue loss amidst a growing demand for outdoor adventures.

Key Findings from the Report

Conducted by Storable Newbook, this survey included responses from 968 U.S adults who had camped within the last year. The results give campground owners critical insights into customer behavior and preferences. Here are some of the key findings:

• - Strong Demand for Camping: An impressive 98% of surveyed campers anticipate camping within the next year, with 27% planning to take four or more trips, a slight increase from 23% last year.

• - Ease of Booking Matters: A staggering 69% of campers opted for one park over another due to a more straightforward booking process, payment options, or ease of communication online. Additionally, 37% reported that they'd made this choice multiple times.

• - Unanswered Calls Lead to Lost Opportunities: Nearly half (47%) of the campers who encountered an unanswered call chose to seek alternative parks, especially where online booking was unavailable. Notably, one-third of these reservations typically occur outside of business hours, a figure that increases to 38% for campers under 45.

• - Willingness to Pay Upfront: The findings also indicate a willingness to pay upfront; 72% of campers are okay with making a deposit or paying in full at the booking stage. Conversely, a notable 36% abandoned bookings due to unexpected fees at checkout, emphasizing the importance of clear pricing.

• - Returning to Direct Bookings: Interestingly, 62% of campers who first discovered a park through an online booking platform went on to book directly with the park for their next visit, showcasing the potential for strengthening customer relationships through direct engagement.

• - AI Making Inroads in Bookings: The integration of technology is apparent, with 13% of campers finding their last booking through an AI assistant. This number is much higher (16%) for younger generations, and a large majority (75%) expressed readiness to allow an AI to handle their future bookings.

Expert Insights

Blake Burris, Director at Storable Newbook, emphasized the importance of understanding why potential guests abandon their reservations. “With many campers planning trips, operators need to delve into the reasons behind lost bookings. This insight can help them improve their systems before the next season,” he advised.

Tom Mason, COO of IVEE Management Group, added that “the alarming rate of reservations being dropped should grab every park owner's attention. Having the basics—availability checks, transparent pricing, and convenient online booking options—is crucial. When these elements are in place, campers are less likely to explore other options.”

Factors Influencing Park Choices

In addition to booking issues, the report delves into camper preferences when selecting parks. Key factors include:

• - Cleanliness: 69%
• - Facilities: 56%
• - Ratings and reviews: 53%

Only 12% of campers considered the brand name of the park significant, suggesting that experience and reviews hold far more weight.

For campground operators, the findings in The State of RV, Campground & Outdoor Hospitality provide actionable insights aimed at enhancing the guest experience and maximizing bookings. The full report is available at Storable Newbook.

As the outdoor hospitality landscape continues to evolve, industry players must stay attuned to camper needs and preferences to thrive in a competitive market. Understanding these dynamics can make a significant difference in attracting and retaining guests.