The MC Fireside Chats episode on December 3rd, 2025, focused on data, trends, and the future of the outdoor hospitality industry, led by host Brian Searl. The panel included Phil Ingrassia, President of the RV Dealers Association of America (RVDA); Scott Bahr, President of the Cairn Consulting Group; Simon Neal, Founder of CampMap; Miguel Huerta, President of the Mexican Glamping Association; and special guests Deneen Allen, CEO and Founder of Firecircle; and Jen Ballenger, owner of Jim & Mary's RV Park.

Phil Ingrassia opened the discussion by sharing the RVIA wholesale shipment forecast for North America for 2026, noting a cautious optimism based on incremental improvement. He detailed that RV shipments in the US and Canada in 2025 were up about 3% year-over-year, with the 2026 forecast projecting another incremental growth of roughly 2% to 3%. Phil attributed this cautious outlook to lower interest rates, hoped-for tariff stability, and an expected increase in income tax returns in the US, which typically feeds into discretionary spending. Scott Bahr inquired about the impact of higher-income markets, and Phil confirmed that while entry-level travel trailers drive volume, the higher-end fifth wheels are currently performing well, indicating a focus on more profitable mid-to-higher-level units. Deneen Allen asked Phil about Canadian efforts to attract new Canadians to RVing, and Phil discussed studies showing that 60% to 70% of pandemic buyers plan to buy an RV again, indicating strong retention.

Scott Bahr elaborated on new market entrants, noting a movement toward less expensive forms of RVing like boondocking and overlanding, but highlighted the robust and growing sector of using RVs for events, travel sports, and festivals, with the older millennial group being a key driver. Jen Ballenger confirmed this trend, stating that her park in Missoula, Montana, has seen a great job in attracting event-based travel, emphasizing that RVing is perceived as budget traveling compared to dynamic hotel pricing, a point that Jen has observed over her 25 seasons of operation. Deneen Allen then asked the panel if this group trend represented an opportunity for RV parks to focus more on group camping infrastructure.

Miguel Huerta shifted the focus to the global hospitality market, reporting a decline in hotel demand across the US, Mexico, the UK, and Canada in 2025, with Mexico seeing the steepest drop at 12%. For glamping, Miguel noted steep declines in Spain, Mexico, and the UK, but a surprising 20% increase in demand for glamping sites in Canada. Miguel predicted the glamping industry, especially in Mexico, will consolidate, suggesting that sites designed for B2B or group bookings will be the ones to survive. He emphasized the massive revenue opportunity of the upcoming World Cup for RV and glamping operators, which could be monetized by putting low-entry models to work as Airbnbs.

The discussion turned to the complex relationship between pricing and the guest experience. Scott Bahr stressed that pricing is intrinsically part of the perception of the experience, and operators must effectively communicate the value to justify any increase. Deneen Allen supported this, advocating for a focus on delivering value and a "no discounting" philosophy, instead suggesting that operators set a base floor rate and utilize strategic framing or value-adds. Jen Ballenger noted that while she does offer discounts like Good Sam, she sees less complaining about incremental price increases because consumers understand that everything, including power and property taxes, has become more expensive.

In a final rapid-fire Q&A round, Jen Ballenger asked Scott Bahr about data on campers preferring mom-and-pop parks over corporate parks, to which Scott confirmed a large market for authenticity and rustic experiences. Scott Bahr asked Miguel Huerta about the market for rustic camping in Mexico, but Miguel stated the...

This episode of MC Fireside Chats, hosted by Brian Searl (Founder & CEO of Insider Perks and Modern Campground), dove into a profound discussion on the accelerating pace of Artificial Intelligence (AI), its impact on the Outdoor Hospitality and Recreation Industry, and the importance of enhancing the guest experience in a rapidly changing world. The show featured recurring guests Kurtis Wilkins, Matt Whitermore, and Cara Csizmadia, and welcomed special guest Lizzy Bustamante.

Brian Searl kicked off the show, noting his return to the studio after extensive travel, including conferences like OHI and KOA, and acknowledged the demanding convention season. He quickly steered the conversation toward AI, referencing the new Gemini 3.0 model from Google, which he noted had significantly outperformed competitors like ChatGPT in nearly all benchmarks, describing its performance leap as "night and day". Searl highlighted mind-blowing use cases, such as the model's ability to solve a physics problem written on a napkin in the same handwriting.

Kurtis Wilkins, from RJourney (running about 50-60 locations, 43 branded RJourney, and Advanced Outdoor Management), shared his concerns about feeding business data into powerful models like Gemini, worrying that what is pushed into these models "is no longer yours, that's theirs". He stressed the necessity of disclosing this to stakeholders and ensuring they understand the data protection implications. Wilkins, who had attended OHI, emphasized that AI's primary role will be replacing repetitive tasks, offering an opportunity for companies to redirect time and focus on increasing the guest experience.

Matt Whitermore, Director of Market Expansion at Unhitched Management and Climb Capital (owning and operating 30 parks), agreed with the need for better guest experience, noting that AI is slowing job growth by replacing the need for entry-level roles like analysts, as one person with AI can do the job of many. He shared an eye-opening anecdote about a high-end transient park operator in the saturated Texas Hill Country who is "crushing it" by leveraging AI in marketing and revenue management on the back end, which frees him up to be a human on the front end. This operator has all five-star reviews and impressive revenue numbers.

Cara Csizmadia, President of the Canadian Camping and RV Association, related to the end-of-year burnout but joined the AI discussion by highlighting the generational shift in tool use, noting that her teenage children use ChatGPT over Google. She argued that completely blocking children from using AI tools in school creates a "weird dynamic" because future jobs will require the skill of effectively prompting AI. Csizmadia views the technological shift as an opportunity to maintain focus on the "human-ness" of the hospitality industry, using AI's efficiency to enhance human interactions.

Special guest Lizzy Bustamante, CEO of TillerXR (a virtual tour, GPS-powered platform), discussed how her company is leveraging AI to enhance their product. She envisions using conversational AI to automatically build a virtual tour from images and use image analysis to determine and pull in contextual data—like site information, object detection, and auto-tagging—speeding up the process which currently requires manual input from campground owners. Wilkins immediately saw the value, noting that having this virtual tour data accessible as an API endpoint into AI engines would be "incredibly useful to the consumer" for refining their RV pad rental search. Searl added that AI will soon be able to "watch" the virtual tour and property video for the consumer, finding the perfect match by analyzing every piece of data available.

The conversation then took a broader turn to discuss the US government's Genesis Mission, a new executive order signed by President Trump, which Searl compared to the Manhattan Project. The order focuses on using massive federal...

The special episode of the MC Fireside Chats podcast, hosted by Brian Searl, Founder & CEO of Insider Perks and Modern Campground, took place live from the KOA Convention in Raleigh, North Carolina, on November 19th, 2025. The discussion featured six guests who shared their insights and experiences within the KOA ecosystem and the broader outdoor hospitality industry: Matt Stovold from KOA's Franchise Development in Canada, Gwyn Wathen, Director of Marketing for Recreational Ventures Company, Ryan McPeek and Camille McPeek, owners of the Coshocton, Ohio, KOA, Samantha Chipperfield, General Manager of the Townsend / Great Smokies KOA, and Mike Harrison, Chief Operating Officer of CRR Hospitality . Brian Searl kicked off the discussion by asking each guest about the most impactful thing they had seen or learned at the conference.

Mike Harrison, a veteran of the podcast but a newcomer to the KOA franchise system with CRR Hospitality, shared his initial positive impressions after joining KOA just six weeks prior. Coming from the traditional hospitality franchise world (Marriott, Hyatt, Hilton), he was very excited to see the expected level of franchise support in marketing, operations, and revenue management. Mike viewed the partnership with KOA as a way to "fuel and inject" a particular property and was optimistic about leveraging the brand for "inordinate growth," concluding that the convention "doesn't disappoint".

Samantha Chipperfield, a long-time member of the KOA family who has attended 19 conventions, expressed appreciation for the sense of community and support provided by the KOA leadership team, noting that they consistently have "your back". Brian Searl posed a unique follow-up question to Samantha, asking about the difference between attending the convention as an owner, which she once was, versus her current role as a manager after selling the property to KOA. Samantha responded that there is "way more support" now, contrasting it with the earlier days when decisions and money were solely managed by her family.

Camille McPeek and Ryan McPeek, owners of the Coshocton, Ohio, KOA, highlighted key technological and communal benefits of the conference. Camille was particularly excited and appreciative of the home office's ongoing work to revamp koa.com and develop a better Content Management System (CMS), which she believes will be a "game changer for all franchisees". She also found the session honoring long-time owners, including one family from New Mexico operating their park for 40 years, to be "very inspiring" and felt proud to be part of the "KOA family".

Ryan, in turn, highly valued the networking opportunity, particularly connecting with multi-park owners. As an operator of a smaller park, he appreciated seeing how large-scale operations tackle common challenges like building and growing a strong team. He explained that this insight reinforced his current priority of developing their loyal team members, getting them to take on leadership challenges, and establishing systems to enable future business growth.

Gwyn Wathen echoed the importance of networking, calling it "probably the biggest advantage of KOA convention". He admitted that while the educational sessions are valuable, networking is more important for his multi-property company. Gwyn shared a crucial business insight, stating that networking at the convention is how his company has achieved some of their acquisitions, as it's often the place to start the initial conversations with owners thinking about selling.

Matt Stovold focused on the Canadian market and the general sense of community. He noted that while he has experienced the convention as both a franchisee and a home office employee, the spirit remains the same: it's a "family" where people openly share ideas, talk about business, and build personal connections. Regarding the Canadian market, Matt noted that there has been "really good growth" over the...

The latest MC Fireside Chats episode was broadcast live from the OHI booth during the OHCE Conference 2025 in Louisville, Kentucky. Brian Searl, Founder & CEO of Insider Perks and Modern Campground, hosted the chat. The episode brought together a powerful panel of industry leaders and campground owners who shared their personal paths into the sector, discussed the current state of outdoor hospitality, and offered key takeaways from the conference.

The panel included Terry Munoz, of Campground Consulting Group, Erica Edmonds from New Book, Mike Harrison, Chief Operating Officer at CRR Hospitality, Greg Emmert with Vireo Outdoor Hospitality Consulting, and campground owners Angee Cozik, and Patrick McCormick from Happy Acres Campground. They were later joined by David Basler, Chief Strategy Officer and SVP of Government Affairs at OHI.

Angee Cozik, reflecting on her past conference attendance, noted a shift from being a "wide-eyed and excited" first-time owner to now being able to spot the "new people," while noting the constant presence of great information and networking. Greg Emmert emphasized that the conference's enduring strength is the people and the ability to share knowledge, finding the energy of in-person discussions irreplaceable. Mike Harrison highlighted the record attendance and vendors, viewing the conference through four roles—attendee, manager, vendor, and speaker—and was fulfilled by the shared passion and commitment to service among attendees and award winners. Erica Edmonds expressed inspiration from the passion of the young professionals and their potential for innovation, stating she couldn't miss a conference as it's a step in pushing the industry forward. Terry Munoz, an industry veteran, concurred, noting the vital, irreplaceable networking and the constant need to reinvent oneself. David Basler reported that OHI is seeing growth in every single metric, including members and trade show size, and shared that the prospective owners' workshop solidified attendees' resolve to be in the industry.

A major takeaway for Angee Cozik was the surprising consensus from a panel that AI is "not ready yet," suggesting its development in the campground industry hasn't reached full potential. Mike Harrison, however, strongly disagreed, referencing his company's work with Insider Perks to roll out the Rigsby and Campy chatbot nearly four years ago. He cited the debut of the first-ever reservation AI agent that prevents missed calls and offers 2:00 AM booking, along with AI's essential role in modern SEO and generative search. Mike asserted that companies not using AI will already be falling behind. Cozik clarified that the panelists didn't forbid AI use but suggested not jumping in "feet first".

When asked about current trends in rates, Greg Emmert noted that he sees both the hesitancy of smaller operators (who fear losing guests) and the practice of charging high rates due to pandemic-driven demand. He cautioned that while high demand allowed rate increases, the camping public is now feeling squeezed due to inflation, potentially shrinking the pool of affordable parks. Mike Harrison refined the discussion by suggesting the focus should be on RevPAS (Revenue Per Available Site), not just ADR (Average Daily Rate), noting that every property's demand will dictate the correct price. He shared that his company realized they were leaving a considerable rate on the table at one property and is implementing a strategy to raise its ADR by $25, which could yield $2 million. Angee Cozik confirmed that the advice on not being scared to raise prices was a key takeaway that both she and Patrick McCormick are bringing back to their business.

The panel also shared their most interesting conference conversations and their "origin stories" in the industry. Patrick McCormick’s most memorable moment was being stopped by a subscriber of his YouTube channel, Travels with Delaney, which...

In the latest episode of MC Fireside Chats, guest host Scott Bahr of Cairn Consulting Group led a dynamic conversation featuring Simon Neal, Founder and CEO of Camp Map, and Rafael Correa, President and CFO of Blue Water Hospitality. The episode also included a special check-in from Brian Searl, Founder and CEO of Modern Campground, reporting live from the massive SETT Conference in France.

The discussion centered on key insights gathered from recent industry events and explored the contrasts between the European and North American outdoor hospitality markets — particularly in terms of guest experience and value proposition.

The discussion kicked off with Simon Neal sharing insights from the Croatian Camping Congress. Simon noted that the European season was "good, not fantastic, but good," with average growth of 6% to 10%. A distinctive trend observed was a move toward more stay-at-home vacations, which was particularly noticeable in the Dutch market. He recounted a story from Holland where great weather led to Dutch people staying home, filling up local campsites.

This unexpected influx led to complaints from the local population about noise and overcrowding, prompting the government to immediately increase the sales tax (VAT) on outdoor hospitality from 9% to 24% for the next season. Simon also clarified the European camping definition, stating that a tent site and a camper/RV site are often the same, accommodating both tents and European-sized RVs (vans). He estimated that roughly 40% to 50% of European guests use tents, 40% use vans/small RVs, and the rest opt for glamping or mobile homes.

Rafael Correa followed by sharing his experience at the Jellystone Symposium and the tail end of the Sun Communities Elevate Conference in Orlando. He mentioned key announcements, including the retirement of Rob Shooter from Jellystone and the introduction of the new Sun Communities CEO. He praised the new CEO as a "super sharp guy" and first-class gentleman. Rafael noted the convenience for Blue Water, which manages both Sun and non-Sun Jellystone properties, to have both conferences buddy up, allowing for an internal "Blue Water powwow".

The conversation then shifted to the SETT Conference in France, where Brian Searl was attending. Brian expressed that the conference had "humbled" him, noting that it hosts around 20,000 attendees and 730 exhibitors across numerous massive buildings, dwarfing the scale of typical North American conferences like OHI. Simon Neal added context, mentioning that France alone has 12,000 campgrounds, making it the country with the largest number of campgrounds in Europe and possibly globally. Rafael Correa noted the vastness of the show for a strictly outdoor hospitality event and questioned the difference in unit types, noting that European camping doesn't typically feature the "giant RVs" common in the US.

Brian Searl went on to state his view that the European camping market, particularly in France and Croatia, is about 10 years ahead of the US, primarily due to their intense focus on the entire guest experience. He described the SETT exhibition floor as having everything needed to build and run a camping/glamping site, from power tools and shower fixtures to full-out glamping structures and tiki bars that serve inside-to-outside. He contrasted this with the US approach, where many items would be sourced from major retailers. Brian highlighted the European focus on small details within the accommodations, ensuring comfort and connection to the outdoors, often with large glass doors. Simon Neal affirmed that this focus is driven by the fact that Northern Europeans travel to the south for their two-week summer holidays and expect a great, high-quality experience, which has led to intense competition and evolution in quality.

Rafael Correa acknowledged the European emphasis on "form over function" and design. He also touched on the economic side, noting...

The recent episode of MC Fireside Chats focused on the evolving world of outdoor hospitality—particularly the glamping sector—and its strong emphasis on enhancing the guest experience. Guest hosts Greg Emmert, founder of Vireo Outdoor Hospitality Consulting, and Scott Bahr, president of Cairn Consulting Group, guided the conversation alongside Brian Searl, who joined remotely from Croatia.

The discussion is framed by the concept that regardless of geographic location or cultural differences, the core challenges and goals in outdoor hospitality remain universal. Brian Searl, joining from a remote Airbnb in Croatia, shares insights from the local camping conference, noting that European "Open Air Resorts" face similar struggles to North America regarding permitting, regulations for mobile homes, and, most importantly, the rising demand for unique guest experiences. He also highlights impressive, high-end developments in Croatia, such as RV sites with private pools.

A central theme introduced by Greg Emmert is that glamping operators are setting the pace for the rest of the outdoor hospitality industry by being "further ahead" in curating unique experiences. Scott Bahr concurs, stating that the glamping sector is actively moving beyond merely offering a "unique accommodation" to providing a "unique experience," a shift that is critical for success in the modern market.

The guest panel brings this concept to life with diverse real-world examples, starting with David Byers, Chief Visionary Officer for Canadian Sleeping Barrels. David, a supplier, explains his product—barrel-shaped accommodations with a large acrylic viewing bubble—and reveals his strategy for driving bookings for his clients: offering custom airbrushed murals on the barrels. This artistic personalization encourages repeat bookings as guests seek to stay in different themed units, transforming the investment into a "Return on Emotion" (ROE), not just a standard return on investment.

Another unique perspective is provided by Steph MacDonald, owner of the single-unit Quabbs Cabin in Wales, UK. Steph demonstrates that success isn't determined by scale. By focusing on a single, luxury, romantic, and dog-friendly cabin, she offers an extreme level of luxurious exclusivity and a highly personal connection to her guests. Her success has been fueled by transparently sharing the cabin's build process on social media, fostering an online community that converted into loyal repeat customers and advocates.

Steph further elaborates on the successful blend of luxury with sustainability at Quabbs Cabin. Initiatives include solar power, water recycling, using reclaimed and sustainable materials, and a wood-fired hot tub, using wood sourced directly from the farm. She points out that by maintaining high standards of luxury alongside these eco-friendly practices, she is actively dispelling the perception that sustainability must equate to a downgraded guest experience, which has garnered positive attention from the media.

MacKenzie Whitsell, owner of Wild Ride in Connecticut, showcases how a mission-driven business can create the ultimate curated experience. Her glamping domes are set on a mustang sanctuary for formerly wild horses. The accommodations are merely a base for guests to engage in immersive, equine-centered activities, such as helping with the evening horse feed and taking guided hikes. MacKenzie's approach successfully draws in both horse enthusiasts and the wellness crowd, offering activities like yoga, sound healing, and a commitment to reconnecting with nature and animals.

The experts also spend time wrestling with the term "glamping" itself. Brian Searl notes that major hospitality brands like Marriott and Hilton are investing in the space but often avoid the term, preferring phrases like "outdoor experience" or focusing on "cabin rentals." Scott Bahr's data suggests that for consumers, the most common definition is...

In the recent episode of MC Fireside Chats, hosted by Brian Searl, the theme was "Marketing, AI, and Technology" within the outdoor hospitality industry. This discussion included recurring guests Greg Emmert, Founder and Principal at Vireo Outdoor Consulting, and Matt Whitermore, Director of Market Expansion at Climb Capital and Unhitched Management, along with special guest Brent Parker, CEO of OpenCampground.

The core concept that emerged was that technology, particularly Artificial Intelligence (AI), should be "invisible" to the guest to be most effective. The guests agreed that AI's best use is as a "force multiplier" that enhances the overall human experience in outdoor hospitality.

The panel first explored the application of AI in operational aspects. Matt Whitermore shared his initial skepticism regarding AI phone systems but acknowledged their significant value in reliably ensuring calls are answered, particularly during off-hours or in remote locations. The consensus was that technology's paramount function is to streamline the booking process, thereby allowing guests to disconnect and enjoy their stay faster once they arrive.

Data analysis and personalization were identified as another crucial area where AI could be leveraged. Brent Parker confirmed that AI-driven analysis of customer data could generate tailored reports for park owners and facilitate highly personalized guest service. The panelists contemplated a future where AI could recommend the perfect campsite to a guest, going beyond a simple list of options by factoring in preferences for seclusion or specific amenities.

The conversation then shifted to the future of how guests will discover and book their stays, and the likely impact of personalized AI agents on website traffic, brand loyalty, and Online Travel Agencies (OTAs). Host Brian Searl proposed that company websites might soon simplify, potentially evolving into basic APIs that feed inventory directly to AI systems, enabling a truly seamless booking experience. Brent Parker echoed this sentiment, suggesting that platforms like OpenCampground are moving toward a state where users can verbally "speak" a request—such as to build a custom housekeeping or maintenance feature—and have the AI automatically create it.

Finally, the group addressed the difficulties of technology adoption among older generations in the workforce. Matt Whitermore emphasized that while AI is unlikely to fully replace human workers, those who successfully embrace and master AI tools will be capable of performing the job functions of multiple people. He cautioned that a failure to adopt this new technology will ultimately lead to obsolescence. Greg Emmert added a balancing perspective, noting that job functions requiring an undeniable physical presence, such as property due diligence, still have a considerable "runway" before they become susceptible to automation.

The episode of MC Fireside Chats, hosted by Brian Searl (Insider Perks and Modern Campground), opened with lighthearted chat about Brian's new "Irish look" before diving into industry matters with his recurring and special guests. The recurring panel included Mike Harrison (CRR Hospitality) and Sandy Ellingson (Sandy Ellingson, LLC), joined by special guests Sangeetha Ramkumar (Dunya Camp) and Hannah Terry (Wildwoodland Retreat).

The discussion initially focused on major industry news, with Sandy Ellingson sharing the "uproar" over the new NEC 551 electrical code release. She clarified that AI-written articles had caused widespread panic by incorrectly stating campgrounds needed to immediately upgrade all pedestals. She assured operators that the requirements primarily target RV manufacturers (OEMs) and advised against immediate panic, promising a detailed paper and podcast with an author of the code to offer correct guidance.

Mike Harrison then brought up the ongoing post-Glamping Show discussion regarding Marriott's Bonvoy Outdoor Collection announcement, calling it a "great evolution" for the space. He asserted that, regardless of how the properties are defined, this move will bring "incredible" awareness, distribution, marketing, and data to the entire outdoor hospitality sector, accelerating its evolution.

Brian Searl and Sandy Ellingson briefly countered, questioning the collection's benefit to the existing glamping industry since Marriott appears to be strategically avoiding the word "glamping" to prevent confusion with older, less luxurious definitions of the term. Sandy noted that her research indicated the word "glamping" was originally confusing, leading hotel chains to prefer "Luxury Camping" or "Outdoor Hospitality."

Sangeetha Ramkumar, with 11 years of experience at IHG (InterContinental Hotels Group), confirmed this strategic avoidance, stating that large companies prefer not to "spend a lot of money to overcome existing meanings." She predicted that major hotel chains will not pursue deals with small, independent properties but will wait to acquire consolidated entities or purpose-built brands like Under Canvas or Postcard Cabins, suggesting that this acquisition strategy is the future for luxury outdoor hospitality.

Sangeetha then introduced her property, Dunya Camp, a luxury glamping site in North Georgia. The camp was born out of a desire to reconcile her "inside cat" hotel background with her "outside cat" husband's love for camping. Her goal was to create a destination that felt highly "transportive" and "bespoke" through focused, crafted design, drawing inspiration from old-school luxury hotels, African safari camps, and Moroccan riads.

The conversation shifted to the importance of operations in supporting the luxury experience. Sangeetha highlighted that maintaining the pristine condition of the property is paramount, as a ratty appearance can quickly destroy the first impression, even if the unit is clean. She revealed that Dunya Camp operates on a consolidated check-in schedule (Mondays, Wednesdays, Fridays) to ensure efficient cleaning by crews traveling from Metro Atlanta and to maintain privacy and quiet for guests, treating the stay like a "show" with set start and end times.

Hannah Terry then introduced her property, Wildwoodland Retreat in the UK, a tiny operation started 10 years ago to diversify her small family farm. Motivated by a need for self-sufficiency after a career-ending illness, Hannah used the money from selling her house to buy two Shepherd’s Huts instead of one costly treehouse. She spoke honestly about the hard work involved, running the operation herself while raising two young children, and the later decision to stop using tents due to the UK's rainfall causing mold, eventually pivoting to simple camping pitches which, surprisingly, have proven more financially successful than the glamping units.

Hannah explained that the...