ANNUAL RESEARCH | 2026 State of the Outdoor Accommodation Report

What it takes to win today's camper

Camping demand is growing, but the way campers find and choose where to stay is changing.

For the first time, online search has overtaken word of mouth as the top way campers discover where to stay.

We surveyed 1,500 campers across the US, UK and Australia/New Zealand to find out what gets them to book, what matters once they arrive and what brings them back.

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: of campers now discover campsites through online search, overtaking word of mouth for the first time.

: of campers are more likely to book when they can choose their exact site in advance.

: say sustainability matters when choosing where to stay.

Where bookings are won and lost, and what it means for your property

From discovery to check-out, this report breaks down exactly what today's camper expects, and where the gap is between guest expectations and property reality.

Changing expectations
Why search overtook word of mouth, and where AI fits into trip planning
Today's camper
How age, camping style, and frequency are shifting demand
Preferences in camping type and location
What actually drives bookings vs. what drives loyalty
The new booking journey
What campers expect from your website and booking flow
Building the campground of the future
Where to invest: EV charging, tech, and sustainability
Plus what each finding means for operators, section by section