As more families, digital nomads, and adventure seekers plan their getaways, crafting your campground’s unique story has never been more important. According to the 2025 KOA North American Camping & Outdoor Hospitality Report, more than 61 million households plan to camp this year—with over half of new campers identifying online research as their top method for choosing a campground. If your digital presence doesn’t reflect your personality, values, or the guest experience you offer, you’re missing your best chance to stand out.
At Martrek Digital, we believe in what we call the Roasted Marshmallow Theory:
You know what the perfect roasted marshmallow looks like to you. Maybe it’s golden brown and gooey, charred and crispy, or just lightly warmed. Everyone’s ideal marshmallow is different—and so are your campers.
That’s the heart of crafting your unique story. There’s no one-size-fits-all approach in outdoor hospitality, and your job as a campground or RV resort owner is to show your version of the perfect roasted marshmallow to the people who are looking for it.
We explored the emotional and strategic side of this in our first article on storytelling in outdoor hospitality marketing. Today, we’re diving into the practical side—how to apply that story across your website, blog, and social media so it resonates with your ideal guest and attracts more bookings.
5 Common Campground & RV Resort Types—and How to Tell Their Story
Let’s walk through how crafting your campground’s unique story might look depending on your property type:
1. Luxury RV Resorts / Community-Oriented Parks
Your audience is full-timers, snowbirds, and upscale travelers. They’re looking for community, amenities, and comfort.
Your story should include:
- Language like “resort-style living,” “active adult community,” “full hookups,” and “clubhouse events.”
- Professional photos of pools, pickleball courts, fitness centers, and community dinners (of your actual Resort, not stock).
- Blog and social media posts about long-term stays, community activities, and seasonal events.
Keywords to include: luxury RV resort, long-term RV stay, RV park with amenities, “State” snowbird community (if location-specific)
2. Remote Wilderness Campgrounds
Your guests are looking for peace, solitude, and nature.
Your story should include:
- Descriptions like “secluded,” “off-grid,” “starry skies,” and “unplugged adventure.”
- Photos of tent sites under the trees, quiet lakes, and wildlife sightings at your campground.
- Blog and social media posts featuring hiking trails, how to disconnect, or the best time to visit for fall colors.
Keywords to include: wilderness campground, primitive camping, unplugged camping experience in (state/city/township)
3. Family-Friendly Campgrounds
Your audience is parents planning fun, safe vacations for their kids.
Your story should include:
- Words like “kid-approved,” “family activities,” “playground,” and “summer fun.”
- Visuals of families around the campfire, theme weekends, or craft time.
- Blog and social media content about itineraries, nearby attractions, and packing lists for families.
Keywords to include: family-friendly campground, camping with kids, best campgrounds for families (in city/state/township)
4. Glamping & Unique Accommodations
You’re attracting travelers who want nature and comfort.
Your story should include:
- Descriptions such as “luxury tent,” “cozy cabin,” “Instagram-worthy,” and “nature meets comfort.”
- Photos of styled interiors, fire pits, and morning coffee views in your unique accommodation types.
- Blog and social media posts on romantic getaways, couples’ retreats, or girls’ weekends.
Keywords to include: glamping resort, luxury camping, unique stays, romantic camping (in city/state/township)
5. Pet-Friendly Campgrounds
Because for many campers, their dogs are family. And, depending on the area, this can be hard to find. This can be particularly helpful for workcampers and long-term living families who have their pets with them 24/7 and need a campground that can accommodate that.
Your story should include:
- Language like “pet-friendly,” “dog park,” “travel with your pup,” and “furry friends welcome.” If combined with long-term stay options, make sure to include this too.
- Visuals of happy dogs at the campground, pet waste stations, and dog-friendly trails.
- Blog and social media tips on camping with pets and pet packing lists, as well as rules and regulations that you want your guests and furry-friends to follow when staying with you.
Keywords to include: pet-friendly campground, RV park with dog park, camping with dogs
3 Practical Storytelling Tactics You Can Do Right Now
Even if you’re not ready for a full website overhaul, here are three easy ways to start crafting your campground’s unique story today:
1. Update Your Website’s Homepage Text
Use your top 2–3 descriptive phrases (luxury, wooded, kid-friendly, remote) above the fold. This means, above the spot on a desktop computer or mobile device where a person would need to “scroll” to read more. Make it immediately clear what experience you’re offering. This helps your site connect with your ideal guest in seconds and boosts SEO by aligning with real search behavior.
2. Start a “Why We Love This Place” Blog Series
Even if you’re not a writer, a monthly blog post can go a long way. Share personal reflections, guest stories, or behind-the-scenes updates. It helps build emotional connection and gives search engines new content to crawl. Bonus, this is the best content to repurpose for social media, so you are technically creating multiple pieces of content at once.
3. Align Your Instagram Grid with Your Story
Stop posting random pictures of sunsets (unless you’re a scenic escape). Start showcasing what makes you special: luxury interiors, family fun, s’more night, dog hikes, or fall colors—whatever your marshmallow is. Find ways to engage with your current camping audience who already knows and loves you, so that they can help become advocates for your unique outdoor hospitality location and help promote to others why they should stay with you. These are your best allies and supporters!
Your Digital Door-front Matters
In 2025, more campers are planning online, booking in advance, and looking for very specific experiences. If your website, social media, or blog doesn’t clearly communicate your story, you’re likely being skipped over—even if your campground is exactly what they’re looking for.
By crafting your campground’s unique story with intention, you invite the right people in—and repel the ones that wouldn’t have loved their stay anyway.
Need Help Telling Your Story?
That’s where we come in. At Martrek Digital, we specialize in helping outdoor hospitality businesses like yours define, refine, and shine online. Whether you need help updating your site, creating a content strategy, or telling your marshmallow story—we’re here for it.
👉 Book a free strategy session
👉 Join our Roasted Marshmallow Mastermind launching May 22 for exclusive tips, training, and connection with other campground owners
👉 Read our full storytelling series to catch up
