Outdoor hospitality is entering a new digital phase, according to the 2026 State of the Outdoor Accommodation Report from RMS, a hospitality growth platform. The study, based on responses from 1,500 campers across the US, UK, Australia, and New Zealand, shows that 66% of campers intend to increase their travel in the coming year, while online searches have overtaken word-of-mouth as the primary discovery channel for campsites.
This shift is underpinned by a growing reliance on digital tools, with 14% of campers now using AI technologies such as ChatGPT to plan trips, hunt for lower rates, and build customised itineraries. The trend aligns with broader industry data: a recent survey found that AI adoption for trip planning jumped 64% in six months, and platforms like Agoda are already testing AI trip planning assistants.
Digital expectations reshape booking behaviour
The report highlights a clear preference for control and transparency in the booking process. 85% of campers now favour the ability to select their exact site in advance, a feature that many outdoor accommodation providers are integrating into their direct booking channels. This mirrors a broader trend across hospitality, where guests increasingly expect the same level of choice and flexibility they get from hotels and airlines.
Adam Seskis, CEO of RMS, commented: “Travellers still seek the escape and adventure of outdoor hospitality, but now demand greater convenience and confidence in their booking experience.” That confidence extends to on-site technology: 67% of campers have noticed tech upgrades such as digital check-in and mobile-friendly maps, suggesting that the traditional campsite is becoming a more connected environment.
Sustainability remains a core driver
Sustainability continues to influence camper choices, with 88% prioritising eco-friendly practices when selecting accommodation. This is consistent with the wider industry push toward responsible travel, as seen in initiatives like the WTTC’s transformation of hotel sustainability basics into an independent certification scheme. For outdoor operators, this means that visible environmental commitments—from waste reduction to renewable energy—are no longer optional but essential for attracting the modern camper.
The report underscores a broader transformation in outdoor travel, where technology and sustainability are converging. As AI tools become more embedded in trip planning, the sector is likely to see further shifts in how campers discover, book, and experience their adventures. For travel professionals, the message is clear: investing in digital capabilities and transparent, eco-friendly operations is key to capturing this growing demand.
