Conference Recap of the 2025 Outdoor Hospitality Conference & Expo (OHCE) 

Insights, inspiration, and a few wagon-worthy winks from OHI’s biggest industry event.

TL;DR: Here’s what stood out:

• The keynote emphasized perseverance, mindset shifts, and finding opportunity within challenges. 
• Market insights showed softened snowbird season, shifting occupancy, and rising last-minute bookings. 
• Regional sessions shared strategies such as targeting labor markets, influencers for social, and amenities or offerings to increase guest experience. 
• Owner roundtables highlighted security tech, golf cart leasing, off-season revenue generators, and hiring for practices for hospitality. 
• Customer service sessions stressed clear expectations, staff autonomy, recovery strategies, and healthy boundaries. 
• Future trends pointed to dynamic pricing, OTA strategy, mobile-first booking, and AI-supported operations. 
• Experience-focused stays, intentional travel, and tech-enabled communication will shape the next era of outdoor hospitality. 

This year’s Expo delivered record attendance, powerhouse keynote speakers, and some of the most forward-thinking conversations our industry has seen. From motivation and mindset to operational strategies, emerging trends, and the evolving landscape of outdoor hospitality, the two-day event brought together leaders, owners, operators, and influencers with one goal: to elevate the guest experience and the businesses that serve them. 

Below is a full recap of the major sessions, ideas, and takeaways.  

As for the rest of our time, you ask? We were proudly showing off the debut of our Shower House and our most popular Covered Wagon — the Mountaineer.

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Session: Welcome to OHCE^© 2025 | Keynote
Speakers: Damien Harmon, President of Subway in North American 

The Race to Greatness with Damion 

The Expo kicked off with an energizing keynote from Damion, who challenged attendees to embrace the messy, difficult parts of getting started. According to Damion, “The start is hard—keep going.” 

He reminded us that humans naturally lean toward negative thinking, but success requires retraining our minds toward positivity and opportunity. 

Key Themes

A final quote that resonated: “Greatness is not only found at the finish line. It is discovered in every decision to keep going— when stopping would be easier.” 

Damion set the tone for an event focused on resilience, adaptability, and long-term vision. 

Recognizing Excellence: Terry’s Address & Awards

Terry took the stage to honor individuals who go “above and beyond” in outdoor hospitality, including presentation of the Outdoor Hospitality Award of Excellence. 

A standout moment was the recognition of Joe Moore — CPO and OHC owner of Moore’s Campground Consulting. Joe donates monthly to the OHI Foundation and supports communities during natural disasters. His words were heartfelt: 

“Giving back means a lot—God gave me the ability to do it.”

— Joe Moore, CPO and OHC Owner of Moore’s Campground Consulting 

PlainsCraft perspective: Damion’s message rang true for us at PlainsCraft. Outdoor hospitality is built by people who show up with intention, solve problems daily, and create meaningful guest experiences. The challenges we all face—big or small—often spark the innovation that moves our industry forward. 

We could’ve shouted “amen!” when Damion described challenges as diamonds in disguise. From building custom wagons to helping parks enhance their offerings, we’ve seen how obstacles can turn into opportunities. Many of our best ideas were born from moments that pushed us to think differently. 

Persistence through the hard parts is something we know well. Craftsmanship and innovation require patience, consistency, and asking the right questions. Growth is always a team effort, and we’re grateful to collaborate with partners who share that spirit. 

And finally, greatness shows up in the choice to keep going when it would be easier to stop. We see that dedication in campground owners across the country, and our mission is to support them as they create unforgettable experiences for their guests. 

See some of the “diamond” features built to
solve customer challenges. >>

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Campfire Breakout Sessions

After the welcome keynote, attendees headed off into the first of many Campfire Sessions offered throughout the event. While we would’ve loved to be in every room at once, we focused on the sessions we were able to attend. Among the many incredible breakouts, the two Campfire Sessions we joined — the Southwest Region session and the Owners Roundtable — absolutely did not disappoint. They delivered some of the most practical, operator-focused conversations of the week, packed with valuable takeaways and recommendations. Owners walked away with fresh ideas for optimizing operations, thoughtful considerations for future planning, and even a few cautions to keep in mind for everyday practices. 

Southwest Region: Real Talk & Real Strategies

Moderated by Mike Harrison, COO CRR Hospitality, Our Campfire Session dove deep into current trends and the challenges many parks are facing in that region of the U.S. — from shifting occupancy patterns to RV market slowdowns and leaving us asking… “where did all the snowbirds go?” 

Attendees walked away with actionable strategies, including: 

• Targeting alternative markets like construction crews, data-center builds & travel nurses 
• Using micro-influencers and events or rallies to drive demand 
• Enhancing sites with amenities like covered sites, outdoor kitchens & curated packages 
• Taking care of the most prized companions with branded dog bowels, treats, & dedicated dog runs. 
• Leveraging dynamic pricing and technology for smarter revenue management 
• Premarketing new builds early — long before opening day 

The conversation was honest, helpful, and packed with real-world lessons from operators across the country. 

Owner Roundtable: What’s Working Now

Owners shared practical tips covering operations, safety, and guest experience — everything from golf cart leasing programs to security camera setups, social media tactics, and storage-and-stay programs that boost off-season revenue. 

One common theme: hospitality always wins. 

Hiring for personality, empowering staff, and delivering genuine care remain the foundations of great guest experiences. 

Top Takeaways 

• Golf cart rentals: Leasing programs exist where companies supply, maintain, and rotate carts every 3 years. 
• Security: Systems like Axis, Wyze, and Ubiquity offer long-lasting, high-quality surveillance. 
• Promoting new parks: 
• Word of mouth still wins 
• Post on social frequently—5–6 times a day was recommended 
• Partner with Good Sam 
• Guest etiquette & new campers: New entrants present new opportunities—education through social media helps. 
• Store & Stay Programs: RV/boat storage with limited stay nights is growing. 
• Hospitality training: “Hire the personality; teach the skills.” 

PlainsCraft perspective: We’ll be honest — we expected excitement about growth in the Southwest. With all the buzz around the region, hearing about a slowdown surprised us. But it quickly became clear this reflects a larger shift across the outdoor hospitality industry. 

Fewer guests are traveling with RVs, and more are choosing quick, experience-driven getaways. They’re done with generic hotel stays and are seeking something unique, immersive, and Instagrammable. 

That’s where the divide showed up: 
parks offering “more of the same” are struggling, while those offering something different are thriving. 

The most successful operators were intentionally creating experiences, not just accommodations — from dog-friendly welcome touches and fully booked covered sites to unique structures like canvas tents generating 30–50% higher revenue and curated short-stay adventures. 

The message was clear: 
You can’t wait for the old audience to return — you have to meet the new audience where they are. 

This aligns perfectly with our work at PlainsCraft. We help campgrounds and RV parks stand out by offering unique, experience-driven stays that today’s travelers are actively seeking. Guests are more cost-conscious and intentional than ever, but they’re willing to spend for something memorable. 

If travelers want adventure and something they can’t get anywhere else, the best thing a park can offer is exactly that — and that’s where PlainsCraft thrives. 

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Session: Making the Best of the Worst: Turning Guest Issues into Operations 
Speakers: Ali Rasmussen, Co-founder, Spacious Skies Campgrounds and Kitty Winship, OHP, President/Owner, Papoose Pond Campground

Making the Best of the Worst” – Customer Service & Recovery

Before diving into the serious topics of guest communication and service recovery, the presenters set the tone with a hilarious video clip that instantly connected with everyone in the room. If you haven’t seen it, it’s worth a watch — because it captures exactly what this session was all about: 

From that moment on, the room was locked in. This session was honest, funny, relatable, and incredibly practical — a reminder that even in outdoor hospitality, where the views may be serene, guest interactions can sometimes feel… like that video.  

This session blended humor and hard truths — the focus was on emotional intelligence, setting clear expectations, and empowering staff to handle challenges with confidence. Speakers emphasized that most guest frustrations stem from unmet expectations, not bad intentions, which is why under-promising, over-delivering, and using visual FAQs can prevent issues before they start. The best-performing parks give their teams autonomy to solve problems on the spot — sometimes with small gestures like a t-shirt or s’mores kit — because empowered employees create happier guests and fewer “Karens.” And when problems do happen, the Service Recovery Paradox reminds us that handling an issue well can turn a disappointed guest into your most loyal advocate. 

Team empowerment ideas included: 

• Offering small gestures (a free s’mores kit, firewood bundle, t-shirt, etc.) 
• Debriefing after incidents to refine processes and strengthen training 
• Making sure employees know: you have their back 

Staff who feel trusted create guests who feel cared for. 

This does not mean however that they guest is always right or that you should always have to give something away to make it right. There are some cases where no matter what you do, you will not be able to make a guest happy. So, it’s important to remember, boundaries are okay, and frankly needed: hospitality doesn’t mean tolerating abuse, threats, or unrealistic demands. A “benevolent dictatorship” approach — kindly but firmly leading with clear rules and support for your staff — protects your culture and guest experience. At the end of the day, you can’t control who arrives at your campground, but you can control how prepared your team is, how clearly you communicate, and how intentionally you turn difficult moments into opportunities to shine, and at the end of the day, sometimes a refund on the stay and let them go on their way will actually be more beneficial, they will feel herd, “taken care of”, they will leave and you likely won’t hear from them again.  

PlainsCraft perspective: This session was a refreshing reminder that hospitality is ultimately human. Expectations, communication, autonomy, and empathy are just as important as amenities and policies. 

Great guest experiences aren’t accidental — they’re built through: 

• Clear communication 
• Empowered teams 
• Smart boundaries 
• Consistent follow-through 
• And a willingness to turn tough moments into opportunities 

At PlainsCraft, we believe the same: memorable experiences take intention, teamwork, and a whole lot of heart. 

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Session: Future Focused: Trends & insights that drive Outdoor Hospitality Forward
Panelist: David Basler, Chief Strategy Officer, OHI, Jon Gray Chief Executive Officer, RV Share, Simon Smith, GM of RV & Campground, Newbook/Storable, Michael Scheinman, Chief Executive Officer, Spot2Nite, Adam Seskis, Chief Executive Officer, RMS 

Future-Focused Trends & Insights

The final panel of the conference looked ahead at what’s shaping outdoor hospitality, pulling data from Newbook, Campspot, RMS, Spot2Nite, and other industry leaders. While the outlook isn’t without uncertainty, the message was clear: traveler behavior is shifting, expectations are rising, and parks must evolve to stay competitive. Household income may be up, but traveler interest remains flat, and guests are becoming far more intentional about where they stay. They’re prioritizing experiences, researching more deeply, and booking later — with many reservations happening within just a week, or even 48 hours, of arrival. 

Across all regions, operators are feeling the pressure of value perception. Guests are increasingly cost-conscious, but they’re still willing to spend when the experience is worth it — both on and off the property. That means parks need to focus on what truly differentiates them: curated experiences, strong digital presence, frictionless mobile communication, and revenue strategies that align with today’s travel patterns. With demand softening in several markets, dynamic pricing, smarter OTA use, and even AI-supported operations are becoming essential tools rather than optional upgrades. 

Key Takeaways from the Panel Discussion

• Intentional Travel is Rising: Guests are choosing destinations based on amenities, experiences, and perceived value — not just location. 
• Last-Minute Bookings Are the New Normal: One in five bookings happen within 48 hours of arrival; many guests now book within a week. 
• Drive-To Markets Matter: Travelers are staying closer to home, reducing average travel distance and shifting demand patterns. 
• Experience = Revenue: Events, rallies, unique structures, curated stays, and park-wide programming increase both occupancy and ADR. 
• Dynamic Pricing Will Be Critical by 2026: The industry must move beyond static rates; influencing guest behavior (like Thursday arrivals) is key. 
• Short-Term Stays Are Growing: Long-term stays offer lower ADR and limited growth potential; short stays open new revenue channels. 
• OTAs Are a Double-Edged Sword: They offer validation and visibility, but operators must define how much control they are willing to give up. 
• Mobile-First Is Non-Negotiable: Guests expect seamless text messaging, mobile booking, and instant availability checks. 
• AI Adoption Is Accelerating: AI can identify audience segments, optimize pricing, reduce labor burden, and expand marketing — without replacing human hospitality. 
• Optimize Your Tech Stack: Many operators underutilize the tools they already pay for; leveraging them fully can unlock new revenue and efficiencies. 
• Capitalize on Cultural Moments: Events like the 100th anniversary of Route 66 present opportunities for themed programming and premium pricing.  

PlainsCraft perspective: the panel’s insights confirmed what we’ve been seeing across the industry: guests are craving meaningful experiences, not just places to stay. The shift toward intentional, experience-driven travel is opening the door for parks that offer something unique, memorable, and authentic — the kinds of stays people talk about, photograph, and return to. 

As traveler behavior evolves, so must the tools and strategies park owners use. Whether it’s adopting dynamic pricing, optimizing mobile communication, or strengthening your digital presence, the parks that lean into innovation will be the ones that thrive. But at the heart of all this change is something that hasn’t shifted at all: travelers still want connection, comfort, and a story worth sharing. 

That’s where PlainsCraft is proud to support the industry. Our wagons help parks stand out, create immersive experiences, and speak directly to the new audience searching for something special. As the industry moves toward more curated, short-term getaways and experience-led stays, we’re excited to help owners craft offerings that meet guests where they are — and inspire them to come back again. 

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Final Thoughts of a Resilient and Evolving Industry

This year’s Conference & Expo highlighted a truth the industry already knows well: outdoor hospitality is resilient, adaptive, and full of innovators who care deeply about their guests. 

From operational strategies to culture-building, from creative marketing to dynamic pricing, the energy across all sessions made one thing clear—2025 and beyond will be shaped by operators who embrace change, empower their teams, and continually seek to deliver unforgettable experiences. We are grateful to all speakers, panelists, and attendees who made this year’s Expo the biggest and most insightful yet.  

At PlainsCraft, we’re proud to help build destinations that inspire — from one covered wagon to an entire resort. Let us utilize our years of experience in the industry to help navigate those channels to build better stories, unique destinations, and A Wilder Kind of Experience. 

Meet with Our Team of Memory Makers >

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Recommended Reads:

• Unreasonable Hospitality by Will Guidara