There is no such thing as “Build it and they will come”

Gone are the days when a campground could simply open its gates and expect guests to find their way in—“build it and they will come” is a myth that no longer applies in today’s competitive outdoor hospitality industry. With the explosive growth of travel options, guest expectations rising, economic contributors, and the surge of AI-driven search platforms, campground owners must work smarter and harder to acquire guests and achieve high occupancy rates.

Google searches and overall traffic have shown signs of decline over the past year. In 2025, industry reports highlight a notable downturn in Google’s dominance—its global market share dipped below 90% for most of the year for the first time in a decade, with users increasingly turning to AI search tools (like ChatGPT Search and Perplexity) and social media platforms for quick answers and content consumption. This means that we must work harder and SMARTER to acquire guests.

To succeed, your park must have a robust marketing and guest experience strategy without it, even the best parks remain hidden in a crowded digital marketplace. Combine this with targeted advertising on platforms like Google and social media, and you meet modern campers where they begin their journey—online searches dominated by smart algorithms and recommendation engines.

But success goes far deeper than digital presence. Proactive guest acquisition today means leveraging partnerships with local influencers to tap into new audiences, and offering memorable, shareable guest experiences that generate reviews and social buzz. From creating themed events that delight visitors to responding swiftly to online feedback, every touchpoint becomes a marketing opportunity in an AI-accelerated landscape. The latest trends show that guests are swayed not only by location and amenities, but also by a park’s reputation across review sites, its social proof, and how it answers to instant, AI-curated questions about best camping options near them. To thrive in 2025 and beyond, campground owners must reject “build it and they will come” and embrace a dynamic, guest-focused plan that anticipates evolving digital behaviors and stands out in the age of smart search.