When you think about the best camping experiences you’ve ever had, what comes to mind? Probably not the GPS coordinates or the bathroom specs, it’s the stories. Maybe it’s the campfire your kids roasted their first marshmallows over, the feeling of arriving after a long drive to a warm welcome, or the time you discovered a hidden hiking trail steps from your site. Storytelling in outdoor hospitality marketing taps into exactly that magic – and it’s one of the most powerful tools you can use to connect with guests and boost bookings.
At Martrek Digital, we live and breathe this world. We’re campers ourselves, spending months each year traveling from park to park, connecting with the heartbeat of the outdoor hospitality industry. And time after time, we’ve seen it: the campgrounds that tell a compelling story aren’t just surviving, they’re thriving.
Why Storytelling Matters So Much in Outdoor Hospitality
In the crowded world of online bookings and comparison shopping, facts and features only go so far. Storytelling in outdoor hospitality marketing reaches beyond the checklist to spark something deeper: emotion, belonging, memory-making. It is the root of our theory, The Roasted Marshmallow Theory: every campground and every camper is different, you just have to connect the camper that is right for you, with your campground. And, you do that through storytelling.
When a potential guest lands on your website or social media page, they should feel transported. They should instantly picture the adventures they’ll have, the laughter around the firepit, the peace of early morning walks by the lake. That’s the power of a well-crafted story. It makes them feel something before they ever hit “book now.” Picture this – you come to a campground’s social media page and all you see are stock photos and clearly AI driven photos of campers. Can you picture what its like to be there? Do you even fully understand what the campground looks and feels like, therefore being interested in having the experience yourself? The likely answer is no. Campers are connecting with campgrounds and RV resorts that transport the viewer to the virtual campground.
And it’s not just wishful thinking. Data backs it up: emotional marketing consistently outperforms purely informational marketing in customer engagement and loyalty. In other words, storytelling doesn’t just warm hearts, it grows businesses.
How We’ve Seen Storytelling Transform Campgrounds
One of the most rewarding parts of our work at Martrek Digital is helping outdoor hospitality businesses uncover and elevate their unique stories.
We recently worked with a family-run campground that had been around for three generations. Their original website listed amenities — pull-through sites, 30-amp hookups, playgrounds, etc. but it didn’t tell why families kept coming back year after year. Through consistent interviews and personal conversations with our clients, we helped them craft a digital story about their tradition of family hospitality, the unique amenities that make them stand out, and the stories around the campfire that the guests keep coming back for.
The result? 160% increase in their social media engagement YOY and an increase in website traffic and booking inquiries within the first six months of relaunching their brand. More importantly, guests started mentioning those stories when leaving five-star reviews and submitting them to the campground owners to use in their marketing.
That’s the magic of storytelling in outdoor hospitality marketing. It builds anticipation before arrival and creates loyalty after checkout (and you can do this easily with marketing automation. Check out all of our posts from March on this topic to get some great ideas of how to get started).
How You Can Bring Storytelling into Your Marketing Strategy
Ready to infuse more heart into your campground’s marketing? Here are some starting points:
1. Tell Your Origin Story
Every campground has a founding story, even if it’s simple. Share why you started, what makes your property unique, and the vision that drives you today. Guests love feeling connected to the people behind the business. Adding a photo of you and/or your family in this area is an awesome way to really draw connections with your guests.
2. Showcase Guest Experiences
There’s nothing more powerful than a guest sharing their story. Encourage reviews, testimonials, and social media shares. Better yet, feature these stories across your website and marketing materials (with permission, of course).
3. Bring the Senses to Life
Don’t just tell — show. Use vibrant images, videos, and descriptions that evoke sight, sound, smell, and taste. Think sizzling bacon over a campfire, the hush of a sunset over the water, or the joyful splash of kids at the pool.
4. Create Themed Stories Around Seasons or Events
Tie your storytelling to real-world moments. For instance, your spring opening weekend, Fourth of July festivities, fall foliage season, or your annual chili cook-off. Guests will start looking forward to “their” time at your property each year.
5. Keep it Authentic
Guests can spot a polished marketing line from a mile away. The best storytelling in outdoor hospitality marketing feels real; slightly imperfect, warm, and personal. Don’t be afraid to show the personality behind your brand.
Examples of Storytelling Done Right
If you’re looking for inspiration, here are a few standouts that are very well known in the industry.
- Under Canvas: Their luxurious glamping destinations aren’t just about sleeping in tents. They’re about connecting with nature without sacrificing comfort. Every image and story centers around the adventure and romance of the wild.
- Kampgrounds of America (KOA): KOA leans heavily into family traditions, personal adventures, and the community spirit at their locations, making their brand feel welcoming and familiar across generations.
Great storytelling isn’t reserved for giant brands — it’s accessible to every campground willing to open the door to their unique story.
Your Story is Your Brand
The truth is, there’s no one else with your exact property, your exact history, or your exact guest community. Even if you are a franchise owner of a larger, more well known brand, there is still plenty of room to tell your personal story of your location. What makes you different than any other franchise location. Why should your campers choose YOU and your location, vs. another one that could be equal distance from their home? That’s why storytelling in outdoor hospitality marketing is so powerful, it’s the most authentic differentiator you have.
At Martrek Digital, we don’t just build websites or run ads. We help campgrounds, RV parks, and outdoor resorts craft the kind of brand story that moves guests — and moves the needle for bookings. Because in outdoor hospitality, it’s the story that sells the site, not the specs.
If you’re ready to discover the story that will set your property apart, we’d love to help.
👉 Reach out to us today for a free strategy call!
