How campers are finding their next stay is changing

For the first time since we started tracking this in 2023, online search has overtaken word of mouth as the way campers find where to stay.

Word of mouth has topped this report every year we've run it. This year, that flipped: 64% of campers said they discover campsites through online search, compared to 60% via word of mouth. That's the headline finding from our upcoming 2026 State of Outdoor Accommodation Report, a survey of 1,500 campers across the US, UK, and Australia/New Zealand.

Small shift on a chart. Big shift in how a booking actually happens. If your property isn't easy to find online, you're not missing out on a "nice to have." You're missing the booking entirely, before the camper ever gets far enough to see how great your site actually is.

Camping demand isn't the problem. Discoverability is.

Let's rule something out first, because it's tempting to read a stat like this and assume the market is shrinking. It isn't. 66% of campers told us they plan to camp more this year, up 8 points from last year. 86% are lifelong or returning campers. People want to camp, and they want to camp more.

So this isn't a demand story. It's a "where are they actually looking" story. And that's a more useful problem to have, because it's one you can act on this quarter, not one you have to wait out.

What actually gets a camper to book

Scenery still wins the first look. Every operator knows that. What's changed is what happens after the first look, once a camper is comparing you against two other properties. Here's what decides who they book with:

They want to see exactly what they're getting. 85% of campers are more likely to book when they can choose their exact site in advance. A vague map or a "request a site" form is friction most campers won't push through, not because they're impatient, but because someone else's site doesn't make them wait.

Worth checking: Can a camper see and select their actual site online right now, or are they filling out a form and waiting to hear back, or worse, calling your front desk over and over to confirm exactly where they'll be?

They're watching how you operate, not just where you are. 88% say sustainability matters when choosing where to stay. This isn't a values-signalling stat you can nod at and move past. It's a booking factor, on par with the things operators have always taken seriously.

Worth checking: If you've got solar, water conservation, or recycling in place, is any of it visible on your website or booking page? Or is it living on a sign by the bins that only guests who've already checked in will ever see?

They're starting to ask AI before they ask you. 14% of campers are already using tools like ChatGPT to research trips, mostly to find the lowest rates and build personalised itineraries. Still a small number. Not a small signal.

Worth checking: AI tools pull from the same property details search engines do. If your amenities, policies, and site types aren't clearly listed online, you're invisible to both at once. Ask an AI assistant if your campground allows dogs, and if the answer isn't published anywhere, it won't guess. It'll just recommend the property down the road that already answered.

What this means for your property

None of this is about doing more. It's about closing the gap between what a camper can see online and what's actually true on the ground. The properties winning this shift aren't necessarily spending more, they're just not leaving that gap open for a competitor to fill.

That's the part worth sitting with: discoverability isn't a marketing checkbox anymore. It's becoming the first, and sometimes the only, impression a camper gets of your property before they decide whether you're worth the trip.

This is just one part of the picture.

Our 2026 State of Outdoor Accommodation Report goes deeper into how expectations differ by age, camping style and region, what campers want from the booking experience, and what ultimately gets them to come back.

Frequently asked questions

How do campers find campsites in 2026? Online search is now the top discovery channel, ahead of word of mouth for the first time, according to RMS's 2026 survey of 1,500 campers.

What matters most to campers when choosing where to stay? Scenery and location drive the initial decision, but site selection flexibility, sustainability practices, and clear online information drive whether they actually book.

Are campers using AI to plan trips? Yes, though adoption is still early. 14% of campers currently use AI tools to research camping trips, mainly to compare rates and build itineraries.

How important is a campground's website in the booking decision? 69% of campers say the website experience is very or extremely important to their booking decision, ranking property photos and reviews as the most important content.

Are campers loyal to the same campgrounds? Yes. 86% of respondents are lifelong or returning campers, and 66% plan to camp more this year, up 8 points from last year.