So you’ve gotten approval for the location, received the go-ahead from local and state (or provincial) regulatory bodies, and have the proper licenses and permits. All that’s left is to sign the paperwork, and you are free to open your shiny new RV resort.
Of course, it’s just the beginning of your journey. Now comes the hard part: attracting guests, figuring out finances, and really just making sure that your resort is making a consistent and effective profit.
It’s not just a matter of opening your resort and hoping that people will randomly show up to stay there (although that might work to a point in some areas, especially national parks or very touristy places); you also need to tell as many people as possible about your resort and why they should stay there.
That’s where RV resort digital marketing comes in. And the most effective, efficient, and bang-for-your-buck marketing strategy available today is online or digital marketing. To do digital marketing effectively for your RV resort, you need to get some solid strategies going.
In this article, we’ll explore six effective RV resort marketing strategies that you can follow from day one to boost your success rate in attracting guests and maintaining a steady stream of them, all through digital marketing initiatives.
1. Understanding Your Target Audience
Identifying RV Travelers’ Demographics and Preferences
Understanding who your guests are is essential for crafting effective RV resort marketing campaigns. RV travelers often include retirees, families, and remote workers seeking flexible travel options. In fact, roughly six out of ten people in North America work remotely since the pandemic.
Glamping is one example of a newer type of camping that is attracting people of all ages, and was somewhat born out of the pandemic as well. Glamping did exist before this time, but the pandemic made the idea more desirable as it combines the social-distancing nature of camping with the luxury experience of a hotel.
RV ownership has also increased significantly. A study done by the RV Industry Association found that 8.1 million households in the United States own an RV as of 2025. These owners represent a diverse demographic of individuals, as outlined in the table below:
RV Ownership Demographics
| Group Name | Description | Reasons for Using an RV | RV Habits and Lifestyle Preferences |
| Weekend Wanderers | Casual travelers who use their RVs mainly for short weekend getaways to nearby destinations. | Convenience, affordability, and flexibility for short escapes from routine. | Prefer easy-access campgrounds with basic amenities; often book last-minute. |
| Family Explorers | Families who travel with children, seeking kid-friendly amenities and outdoor activities. | Quality family time, educational experiences, and bonding through travel. | Look for resorts with playgrounds, pools, and family activities; plan trips in advance. |
| Remote Roamers | Digital nomads and remote workers who use their RVs as mobile offices while exploring new places. | Work-life balance, freedom to explore while maintaining a career. | Prioritize RV parks with strong Wi-Fi, workspaces, and quiet environments. |
| Dedicated RV Enthusiasts | Avid RVers who have a deep passion for RV culture, frequently attending rallies and meetups. | Lifestyle choice, socializing within the RV community, and event participation. | Enjoy well-equipped RV resorts with social events, club memberships, and community engagement. |
| Cross-Country Cruisers | Long-haul travelers who embark on extensive road trips across multiple states or regions. | Adventure, sightseeing, and exploring diverse landscapes and cultures. | Favor parks with full hookups and scenic views; often engage in outdoor recreation. |
| Seasonal Snowbirds | Retirees who migrate seasonally to warmer climates, staying in RV resorts for extended periods. | Comfortable, cost-effective way to enjoy seasonal migration. | Seek long-term stays with community engagement and resort-style amenities. |
| Thrill Seekers | Adventurers who seek rugged terrain and off-the-grid experiences, often preferring boondocking. | Seeking thrill and excitement, love for nature and remote destinations. | Prefer off-grid camping, national parks, and adventure-based locations. |
Seasonal Trends and Booking Behaviors
RV resorts experience seasonal fluctuations, with peak demand during summer, holiday breaks, and long weekends. Data analysis can help identify high and low seasons, enabling better pricing strategies and promotional planning.
For example, a resort in Florida might experience a surge in winter visitors escaping colder climates, while a resort in Colorado sees increased bookings in the summer for outdoor activities. During off-peak seasons, offering discounts, themed events, or long-stay promotions can help maintain occupancy rates.
How Market Research Informs RV Resort Marketing Strategies
Researching competitor offerings, guest expectations, and travel trends provides valuable insights. Utilizing tools like Google Analytics and customer surveys can refine marketing tactics to better attract and retain guests.
- For example, if market research reveals that guests prefer resorts with pet-friendly accommodations, an RV resort could implement designated pet areas and advertise this feature.
- Similarly, if data shows that RV travelers value strong Wi-Fi for remote work, upgrading internet services and promoting them as a key amenity can attract a broader audience.
- Utilizing tools like Google Analytics and customer surveys can refine marketing tactics to better attract and retain guests.
2. Digital Marketing for RV Resorts
1. SEO and Content Marketing
Optimizing your resort’s website with relevant keywords like “RV park booking platform” and “campground reservation system” improves search engine rankings. Regularly updating blog content, FAQs, and guest testimonials boosts engagement and authority. Writing location-specific content, such as “Best RV Resorts in Florida for Winter Travel,” can also help attract travelers searching for specific destinations.
In addition to these basic SEO considerations, writing thoughtful content with insights from subject matter experts, like your revenue managers, front-of-house professionals, and more, can be really valuable for expressing unique viewpoints on your business, the location, and the industry as a whole. These types of articles help you build credibility and authority for your target audience, which is invaluable for marketing and business development.
2. Social Media Marketing
Platforms like Facebook, Instagram, and Pinterest help showcase resort amenities, guest experiences, and promotions. User-generated content, such as guest photos and reviews, enhances credibility and engagement. Running targeted ads, such as promotions for upcoming holiday weekends, can boost reservations. Live Q&A sessions on Facebook and Instagram allow potential guests to ask questions and engage with resort representatives in real-time.
3. Email Marketing
Sending personalized email campaigns to past and potential guests encourages repeat bookings and referrals. Automation tools can segment audiences based on past visits and preferences, delivering tailored offers. Monthly newsletters featuring upcoming events, seasonal promotions, and exclusive discounts keep your resort top-of-mind.
4. Paid Advertising
Google Ads and social media ads allow for targeted promotions, which is essential for effective RV resort advertising. Retargeting campaigns help recapture potential guests who visited the website but didn’t book, increasing conversion rates. Geo-targeted ads can specifically target travelers searching for RV resorts in your area, ensuring better ad spend efficiency. Leveraging display ads on travel websites and niche platforms like RV enthusiast forums can also drive highly targeted traffic.
5. Influencer Marketing
Partnering with travel bloggers, YouTubers, and social media influencers can significantly boost your resort’s visibility. Influencers with a dedicated following in the RV and travel niche can showcase your resort’s amenities through engaging video tours, Instagram reels, or blog features. A well-planned influencer campaign can provide authentic exposure and generate interest among potential guests who trust influencer recommendations.
6. Print & Local Advertising
While digital marketing dominates, traditional advertising methods still hold value. Placing ads in RV lifestyle magazines, travel brochures, and local newspapers can help attract regional travelers. Sponsoring local events, RV shows, or campground expos enhances brand recognition within the community. Direct mail campaigns with promotional offers sent to past guests or RV club members can also drive repeat visits.
3. Building a Strong Brand Identity for Your RV Resort
Creating a Unique Brand Identity
A strong brand identity helps your resort stand out from competitors and fosters guest loyalty. This includes crafting a distinctive logo, a compelling brand story, and consistent messaging across all marketing channels. Resorts that highlight their unique features—such as eco-friendly initiatives, family-friendly amenities, or luxury RV experiences—can better attract their target audience. For instance, a resort that focuses on sustainability can market itself as an eco-friendly escape, appealing to environmentally conscious travelers.
Developing a Consistent Visual and Messaging Strategy
A well-designed website, branded social media content, and professional-quality photos and videos all contribute to a cohesive brand image. Ensure that all digital and offline materials align with your resort’s values and appeal to your ideal guests. For example, using a consistent color scheme and font style across your website, email newsletters, and signage helps create a seamless and recognizable brand experience.
Newbook makes it easy to incorporate your brand identity into your direct booking visual interface by giving you the ability to customize the colours, fonts, and images to match your brand identity. This is important because otherwise, customers who visit your website to book with you directly might get thrown off when they click that “Book Now” button and are confronted with an interface that looks different from your website—they might think that they accidentally clicked on something that took them to a different website altogether, or worst case spam, and leave without completing their booking.
Utilizing Storytelling to Engage Potential Guests
Sharing guest experiences through blog posts, social media testimonials, and video content enhances brand authenticity. Showcasing real stories of memorable stays, special events, and unique offerings helps create an emotional connection with potential visitors. For example, a resort could feature a video series highlighting guest experiences, from a family enjoying a lakeside cookout to a digital nomad finding inspiration in a peaceful retreat. These stories make the resort feel more relatable and desirable to future guests.
4. Leveraging Online Travel Agencies (OTAs) and Booking Platforms
Integrating with Booking Platforms
Listing on platforms like Booking.com and Airbnb expands reach and simplifies booking management. A robust channel manager ensures real-time synchronization of availability and rates, reducing double bookings. Newbook offers an industry-leading channel manager that allows unlimited channel listings for multiple properties at no additional cost, ensuring that property managers can maximize their exposure without increasing expenses.
Managing Listings Effectively
High-quality images, compelling descriptions, and consistent pricing enhance visibility on OTAs. Regularly updating listings with guest reviews and seasonal promotions boosts engagement. With Newbook’s automated integrations, property managers can efficiently oversee listings across multiple platforms while maintaining pricing accuracy and availability updates in real-time.
The billboard effect refers to the phenomenon where travelers discover a property on an OTA but ultimately book directly through the property’s website. Being listed on major booking platforms increases brand awareness, leading potential guests to seek out a direct booking for better deals or personalized experiences. By leveraging this effect, RV resorts can use OTAs as a powerful marketing tool while driving commission-free reservations through their own booking system.
Pricing Strategies for Maximizing Revenue
Dynamic pricing models adjust rates based on demand, helping maximize profitability. Promotions such as early bird discounts and last-minute deals attract different segments of travelers. With Newbook’s channel manager, pricing updates can be automated across all platforms, ensuring consistency and competitive pricing without manual intervention.
- During peak travel seasons, rates can be automatically increased to match heightened demand, while off-peak periods can feature discounts to attract budget-conscious travelers.
- Segment-based pricing can be utilized to effectively target different traveler demographics.
- Offering discounted weekday rates for remote workers or extended-stay discounts for snowbirds can drive bookings during traditionally slower periods. By implementing smart pricing tactics, RV resorts can optimize revenue while enhancing guest satisfaction.
5. Enhancing Guest Experience for Repeat Business
Creating Memorable Experiences
Providing exceptional service, personalized guest interactions, and unique on-site activities encourages repeat visits. Offering themed weekends, guided nature hikes, live music nights, or outdoor movie screenings can create memorable moments that guests will want to relive. Adding unexpected touches, such as a welcome gift or a complimentary s’mores kit, can make the experience more special.
Leveraging Guest Feedback and Online Reviews
Encouraging guests to leave reviews on platforms like Google, TripAdvisor, and social media builds credibility. Responding to reviews professionally enhances guest relationships. Consider implementing a follow-up email campaign that asks guests about their stay and invites them to leave feedback. Positive reviews can be showcased on social media and your website, while constructive criticism can help improve future guest experiences.
Loyalty Programs and Referral Incentives
Offering discounts to returning guests and incentives for referrals fosters long-term customer relationships and increased bookings. Implementing a points-based system where guests earn rewards for multiple stays can drive repeat visits. Referral incentives, such as offering a discount to both the referrer and the referred guest, can help expand your customer base. Additionally, VIP perks for long-term or repeat guests—like early check-ins, late check-outs, or exclusive event invitations—enhance guest loyalty.
Enhancing On-Site Amenities and Services
Investing in upgraded amenities can greatly improve the guest experience. Adding fast and reliable Wi-Fi, pet-friendly accommodations, and modernized communal spaces can set your resort apart. Offering mobile app check-ins, digital concierge services, and on-site food and beverage options provides extra convenience. Creating interactive events such as cooking classes, local craft fairs, or wellness retreats can add extra value to a guest’s stay.
Personalized Guest Engagement
Using guest data to personalize experiences can leave a lasting impression. Sending birthday or anniversary discounts, remembering guest preferences for specific sites or amenities, and offering tailored recommendations for local activities show that you value their business. Personalized interactions, whether through email marketing or in-person greetings, can significantly boost guest satisfaction and loyalty. Providing exceptional service, personalized guest interactions, and unique on-site activities encourages repeat visits.
Key Performance Indicators (KPIs) for RV Resort Marketing
Tracking these key metrics helps measure marketing effectiveness and identify areas for improvement:
| KPI | Description |
| Occupancy Rate | Percentage of available sites booked over a given period. High occupancy rates indicate strong demand and effective marketing strategies. |
| Average Length of Stay | The average number of nights guests stay at the resort. Longer stays can mean higher guest satisfaction and optimized pricing strategies. |
| Website Traffic | Number of visitors to your website. Increased traffic suggests successful digital marketing efforts, including SEO and advertising. |
| Conversion Rate | The percentage of website visitors who complete a booking. A high conversion rate indicates an effective user experience and compelling calls to action. |
| Customer Acquisition Cost (CAC) | The total cost of acquiring a new guest, including advertising expenses. A lower CAC means marketing efforts are cost-effective. |
| Return on Advertising Spend (ROAS) | The revenue generated for every dollar spent on advertising. A high ROAS indicates efficient ad targeting and strategy. |
| Social Media Engagement | Number of likes, shares, and comments on social media platforms. High engagement levels suggest strong brand awareness and audience connection. |
| Guest Satisfaction Score | A rating based on guest surveys and feedback. Helps identify strengths and areas for improvement in guest experience. |
| Direct Booking Rate | Percentage of bookings made directly through the resort’s website rather than through OTAs. Higher direct bookings reduce reliance on third-party platforms and increase profitability. |
| Revenue Per Available Site (RevPAS) | Total revenue generated per available RV site, providing insights into pricing strategy and overall revenue optimization. |
Tools for Tracking Digital Marketing Performance
Effectively tracking marketing performance requires leveraging the right tools. Below are key platforms and their benefits:
- Google Analytics: Tracks website traffic, user behavior, and conversion rates, helping to identify the most effective marketing channels.
- Social Media Insights: Platforms like Facebook, Instagram, and Pinterest provide engagement metrics, audience demographics, and performance reports for posts and ads.
- Email Marketing Software: Tools like Mailchimp, HubSpot, or Constant Contact allow you to track email open rates, click-through rates, and subscriber engagement.
- Property Management Systems (PMS): Platforms such as Newbook help track guest interactions, preferences, and booking history, enabling personalized marketing efforts.
- Heatmap & User Behavior Tools: Services like Hotjar or Crazy Egg visually represent where users click and navigate on your website, helping optimize the user experience.
- Ad Platforms: Google Ads and Meta Ads Manager provide insights into ad spend efficiency, audience reach, and conversion tracking.
- Review & Reputation Management Tools: Platforms like Trustpilot and Google My Business help monitor guest feedback and online reputation, which is critical for attracting new customers.
Using these tools together allows RV resorts to analyze marketing efforts and refine strategies based on real-time data.
Adjusting Strategies Based on Analytics and Guest Feedback
Making data-driven adjustments is key to refining marketing strategies and improving guest satisfaction. Here are actionable steps to optimize marketing efforts:
- Identify Trends and Patterns: Use analytics tools to assess booking trends, high-performing marketing channels, and seasonal demand fluctuations.
- Refine Ad Strategies: If certain ads underperform, adjust targeting, visuals, or messaging based on A/B test results and engagement rates.
- Improve Website Experience: High bounce rates or low conversion rates indicate the need for enhanced website navigation, faster load speeds, and clearer call-to-action buttons.
- Enhance Email Campaigns: If email open rates are low, experiment with subject lines, personalized greetings, and segmented audience targeting.
- Leverage Guest Feedback: Monitor reviews and surveys to identify areas for improvement. Implementing guest-suggested enhancements, such as better Wi-Fi or expanded amenities, can lead to higher satisfaction and return visits.
- Monitor Social Media Sentiment: Engaging with comments and direct messages can improve brand perception. Addressing concerns publicly and celebrating positive feedback boosts credibility.
- Optimize Pricing Strategies: Use dynamic pricing insights to adjust rates based on demand. If bookings are slow, introducing limited-time promotions can drive interest.
Continuously refining marketing strategies based on data insights and guest feedback ensures a more effective approach to growing occupancy and revenue.
Conclusion
Tracking marketing performance through key performance indicators, analyzing trends, and making data-driven adjustments ensure ongoing success. Investing in advanced tools, such as channel managers and property management software further enhances efficiency and scalability.
By staying adaptable, embracing innovation, and consistently engaging with guests, RV resort owners can create a thriving destination that appeals to both new and returning travelers. Implementing these strategies will position your resort for long-term growth and profitability, securing its place as a sought-after retreat in the RV hospitality industry.
Reach out to Newbook today to get started with boosting your RV resort’s success witht he right combination of property management tools.
