In the June 24, 2026, episode of MC Fireside Chats, host Brian Searl led a discussion on the adoption of artificial intelligence and technology in the outdoor hospitality industry. He kicked off the conversation by questioning why many campground owners gladly spend hundreds of thousands of dollars on physical amenities, like miniature golf courses, but hesitate to invest minor amounts in high-ROI digital marketing or AI tools.
Matt Whitermore, Director at Unhitched Management and Climb Capital, explained that the push for technology is largely driven by economics. While legacy owners without mortgages can afford to coast on lower margins, new investors entering the space face high debt and must rely on technology to optimize revenue. Matt shared how he personally uses AI tools like Claude to build efficient, automated workflows that segment customer databases and personalize email marketing, tasks that previously required a massive amount of manual labor.
Adding to the conversation, Scott Lengel, Chairman and CEO of AdventureGenie, argued that consumer behavior is already forcing campgrounds to adapt. Modern RVers use AI to research destinations and negotiate prices, meaning owners must use the same tools just to keep up. Scott advised park owners to use platforms like ChatGPT as free consultants to analyze their websites and discover what guests actually want. He also highlighted how AdventureGenie sets itself apart from generic AI by offering highly personalized, RV-safe routing and tailored campground recommendations.
Craig Alsup, Owner of Askew’s Landing RV Campground, shared his real-world experience of turning around a 40-year-old, outdated park. By leveraging AI to generate phone scripts, create daily maintenance checklists, and analyze customer feedback, Craig saved countless hours of operational brainpower. This strategic use of smart technology and data optimization directly contributed to his park's massive success, taking them from just 108 Google reviews at 4.1 stars to nearly 1,300 reviews at a 4.88 rating.
Ultimately, the panel agreed that the industry is heading toward a tipping point. Matt and Craig emphasized that as younger generations seek out unique, nature-immersed experiences over traditional "parking lot" RV resorts, the parks that refuse to innovate their operations and optimize their digital presence will inevitably be left behind.