Unless you’ve been living under a rock, you know the economy — and by extension, the camping industry — has been living through some tough times. The post-COVID bump is in the rearview mirror and businesses are discovering that long-term growth is not built solely on attracting new customers.
Instead, the most profitable and sustainable companies are going to be those that master repeat and referral business.
In broad strokes, current research shows that businesses — no matter the industry — focusing on repeat customers consistently outperform competitors that rely heavily on constant customer acquisition. Like anything else, print and digital advertising costs are rising and consumers are becoming more selective.
Loyalty has become one of the most valuable assets a business can build. Ask yourself – what is your park or business doing to market to your current customers?
One of the most widely cited business statistics remains highly relevant today: acquiring a new customer costs between five and twenty-five times more than retaining an existing one, according to the Harvard Business Review. This single fact explains why repeat business matters so much.
Whether you’re a campground or a company that services a campground, constantly chasing new customers means spending enormous amounts on advertising, promotions and lead generation just to replace customers they failed to retain.
The financial impact of customer retention is significant. Studies continue to show that a 5% increase in customer retention can increase profits by 25% to 95%. Furthermore, customer loyalty tends to compound over time.
According to recent retention studies, customers who make a second purchase are 45% more likely to make a third purchase, while customers who make a third purchase are 54% more likely to make a fourth. This happens because loyal customers tend to spend more over time while costing less to market to.
The customer experience plays a major role in both repeat and referral business, with current studies showing that 75% of customers are willing to spend more with brands that provide excellent customer experiences.
At AGS, we focus on enhancing the customer experience at the park itself. When we survey readers of guest guides, more than half indicate that the products and services recommended by the park in their check-in material either enhance or extend their stay.
This also helps provide a fast response to guests’ questions, which is especially important, with studies showing that 89% of customers are more likely to return after receiving quick support for an issue.
Do your employees have the answers your customers need? Are you empowering your staff to get those answers? If not, it will cost you business.
Ultimately, repeat and referral business represents the foundation of sustainable growth. New customer acquisition will always be important, but businesses that focus only on attracting new buyers often overlook their greatest opportunity: the customers they already have. Loyal customers spend more, buy more frequently, cost less to retain and bring in new business through referrals.
In an era where competition is more intense than ever and marketing costs continue to rise, parks and businesses that prioritize customer retention and referrals are positioning themselves for stronger profitability, greater resilience and long-term success.
The campgrounds and vendors that win in 2026 and beyond will not simply be the ones with the biggest advertising budgets. They will be the ones who build lasting relationships and turn customers into lifelong advocates.
Michael Moore is the general manager of AGS Guest Guides, a division of Texas Advertising, as well as the assistant executive director of the Texas Association of Campground Owners. You can email him with any questions or concerns at michael@texasadvertising.net or visit www.AGSPub.com.
