How Campers Find Campgrounds: Search Now Beats Word of Mouth

For the first time in RMS tracking, how campers find campgrounds has changed: online search now leads word of mouth. In the 2026 State of the Outdoor Accommodation Report, 64% of respondents said they discover campsites through online search, compared with 60% through recommendations from friends and family. It is a small chart shift with a much bigger operational message: your story has to be findable before it can persuade.

RMS began tracking this behavior in 2023. That year, online search led 53.9% to word of mouth at 62.3%. The change is not a reason to dismiss referrals. Word of mouth remains powerful. But it is a clear reason to treat discoverability as a priority you can act on this quarter.

A scope note before we go further: These figures come from a self-reported survey of 1,500 campers aged 18 and older across the United States, United Kingdom, Australia, and New Zealand. The percentages represent respondents, not first-party booking data, and the research is not US-only.

Read the full RMS news release about outdoor travel and AI trip planning and the companion article, How campers are finding their next stay is changing, for the broader report context.

Demand Isn’t the Problem. Discoverability Is.

Could a campground owner look at a softer month and conclude that fewer people want to camp?

The RMS data suggests a different interpretation. Sixty-six percent of respondents plan to camp more in the coming year, up eight percentage points year over year. Eighty-six percent identify as lifelong or returning campers.

This is not a shrinking market. It is a market where campers are changing how they begin the decision.

They may still ask a friend for a recommendation. Then they search the property, compare photos, read reviews, check availability, study site details, and look for evidence that the campground fits their trip.

That creates a practical opportunity for owners and operators. Discoverability is not an abstract brand goal. It is the work of making sure your campground appears when the right camper is actively looking and has enough accurate information to keep considering you.

In the Roasted Marshmallow Method™, that starts with the ideal guest, not the generic camping market. A family traveling with young children, a large-rig owner planning a longer stay, and a couple looking for a quiet fall weekend may all search differently. Your visibility should help the right person recognize that your park fits.

How Campers Find Campgrounds, and What Makes Them Book

Search gets a camper into the consideration set. What happens next determines whether your campground earns the booking.

Give guests confidence about the exact site

Nearly 85% of campers say they are more likely to book when they can select their exact site in advance.

That matters because “beautiful campground” is not enough information for many current booking decisions. Guests want to know where their RV will sit, whether the pad is long enough, how much privacy they can expect, and what is nearby.

A vague map or “request a site” form creates friction. It may send a guest to a competitor with a clearer reservation experience.

Review your site-selection process from the guest’s perspective. Can someone see and choose the actual site online, or does your front desk have to answer several questions before the guest feels comfortable confirming?

If your reservation system is part of that challenge, our guide on how to choose the right reservation system for your campground provides helpful context for evaluating operational fit.

Make the website the decision surface

Sixty-nine percent of campers say the website experience is very or extremely important to the booking decision. Property photos and reviews rank among the most important website content.

That does not mean your website needs to be overloaded with features. It needs to answer the questions that create hesitation.

• What types of sites and accommodations are available?
• What are the site dimensions, hookups, and access details?
• What does the property actually look like today?
• What do recent guests consistently mention?
• What policies should a camper understand before booking?

Keep those details current and easy to find. A beautiful homepage cannot compensate for outdated site information, missing photos, or reviews that go unanswered.

Show sustainability as part of the stay

Eighty-eight percent of respondents say sustainability matters when choosing where to stay. Nearly half rate it very or extremely important.

That makes sustainability a booking factor, not simply a values statement for a sign near the recycling bins.

If your campground has solar power, water-saving systems, native landscaping, recycling programs, EV charging, or other practical initiatives, explain them online. Connect the effort to the guest experience without overstating what it does.

EV charging is already very or extremely important to 44% of campers. Even if you do not offer it yet, accurate information about available charging options nearby can help set expectations and reduce pre-arrival questions.

AI-Assisted Trip Research Is a Small Number, and a Big Signal

Fourteen percent of campers already use AI tools such as ChatGPT or CampChimp during trip research. That is early adoption, not a tidal wave. But it is still important because it shows how quickly trip planning behavior is expanding beyond traditional search results.

Among campers who use AI for research, 40% use it to find the lowest rates, while 32% use it for personalized itineraries and planning.

AI does not have a reliable firsthand experience of your property. It works from available information: websites, listings, reviews, published policies, amenities, and other digital signals.

If your site types, policies, and amenities are not clearly published and current, you may be invisible to search engines and AI assistants at the same time.

This is not an invitation to chase every new tool. It is a reminder to publish useful facts in plain language. Can an assistant answer whether you allow pets, offer pull-through sites, have sewer hookups, provide Wi-Fi, or require a minimum stay? If the answer is not available in your published content, the system may not be able to help a camper choose you.

Search is also broader than Google. Forty-one percent of campers use camping communities, forums, and niche travel sites during their search. Thirty-four percent use social media or influencers, while 50% of campers ages 18–29 rely on social platforms to discover properties.

Your website remains important, but it does not operate alone. The same core facts should be accurate across the places where your ideal guests are researching.

Worth Checking This Week

You do not need to rebuild your entire digital presence before next season. Start with a short audit of the information that shapes how campers find campgrounds and either creates confidence or sends a camper elsewhere.

• Can a guest see and select their actual site online?
  Test the process on a phone. Look for vague maps, unavailable site details, unnecessary steps, or a requirement to call before a guest can understand the reservation.
• Are your site dimensions, hookups, and amenities accurate?
  Compare your website with your reservation system, Google Business Profile, and current operations. Fix conflicts first.
• Is your sustainability work visible online?
  If you have made investments in conservation, recycling, solar power, landscaping, or EV infrastructure, make sure prospective guests can find that information before booking.
• Could an AI assistant answer basic policy questions from your published content?
  Check whether your pet rules, cancellation policies, quiet hours, check-in details, and accommodation information are clearly stated and easy to locate.

Also look at your photos and reviews. Do they reflect the property as it is now? Do they help a guest picture the specific type of stay you want to sell in fall, winter, and next season?

For the relationship-building side of that work, revisit 9 Simple Steps to Launch Your Campground Newsletter. Email does not replace search, but it helps you stay connected with people who have already discovered your campground and may be ready to return.

Being Findable Is the Entry Ticket. The Story Gets You Chosen.

The shift from word of mouth to online search does not make storytelling less important. It makes the timing of storytelling more important.

A camper cannot be persuaded by your setting, hospitality, traditions, or guest experience if they never find your property. Discoverability is the entry ticket in how campers find campgrounds. Your story is what helps the right guest choose you, and remember you.

That story should be consistent across search results, your website, reviews, photos, social channels, email, and the booking experience. Our articles on campground storytelling marketing in the AI era and campground storytelling marketing across the guest journey explore that connection in more detail.

As October moves into rate-led fall and winter planning, use what you now know about discovery to prepare for next season. Review how campers find you, then make sure your upcoming rates and availability are just as clear when they arrive.

The campers are still looking for outdoor stays. Make sure they can find yours, understand it, and feel confident booking it.