From Tent to TikTok: The New Language of Outdoor Hospitality
The glow isn’t just from the campfire anymore…
It’s from a phone screen — flickering across a canvas tent wall somewhere in Montana, reflected in the eyes of a traveler editing a video of their “one-night escape from the algorithm.”
Guest blog by Sarah Stahl, c-founder of MarketMovers
The stars above are real, but so is the scroll.
Before stepping inside the tent, this traveler already mapped the trip through TikTok — found the glamping site, watched a “before-you-book” walkthrough, and bookmarked the exact firepit where they’re now sipping oat-milk cocoa.
They’ll tag the location before sunrise.
By the next morning, a thousand would-be guests will have saved the post, and at least a few will click “Book Now” without ever leaving the app.
That’s the new language of outdoor hospitality.
Not campgrounds and cabins, communities and creators. Not brochures and booking engines, feeds and feelings.
Because today, the campfire burns on a small screen.
And every property owner from RV resorts to boutique glamping brands has a choice: stay invisible in the dark, or pull up a seat and tell their story where travelers are already gathered.
See, it’s not just a feeling —the data backs it up.
According to the 2025 State of Outdoor Hospitality Report, glamping has officially caught up with traditional camping. Luxury yurts and treehouses now make up nearly 29% of U.S. camping stays, a five-point leap from 2024.
And it’s no accident. Gen Z travelers are driving the shift, swapping sleeping bags for soft linens and choosing properties that reflect their identity as much as their itinerary. They’re booking directly from their phones, skipping OTAs, and finding destinations through the creators they trust most.
In other words, how people discover, dream about, and book outdoor stays has changed — fast.
This piece translates that shift into actionable TikTok and social media strategies for outdoor hospitality brands. You’ll learn how to read the new traveler personas, use social as your brand’s “digital campfire,” master mobile-first storytelling, and apply forward-thinking tactics to stand out in 2026 and beyond.
Understanding New Outdoor Travelers
From tents to tree houses, today’s campers span generations and each brings distinct motivations, expectations, and digital habits to the campsite. Understanding who’s booking (and why) is essential for outdoor hospitality brands looking to reach them effectively. Whether it’s Gen Z glamping for the aesthetic, Millennials chasing authentic escapes, or Gen X and Boomers cruising in RV comfort, every traveler type reveals a story about how camping culture and content is evolving from tent to TikTok.
Personas by camping type
Gen Z – “Glamping Aficionados.” The State of Outdoor Hospitality Report notes that Gen Z campers overwhelmingly prefer glamping setups. They value experiences over possessions and are active on visual platforms like TikTok. These travelers seek unique lodging (treehouses, domes) and share their stays online. They expect mobile booking, instant communication and Instagram/TikTok-friendly spaces.
Millennials – “Tent Traditionalists.” Millennials still lead in tent camping. They plan trips around landscape and location and appreciate authenticity. However, they also use social media to research destinations and appreciate eco-friendly amenities. They are open to van life and hybrid experiences.
Gen X & Boomers – “RV Comfort Seekers.” Older campers favor RVs and cabin-style glamping. They prioritize reliability and on-site services (hook-ups, activities). Their booking journey may begin on desktop, but smartphones are catching up. They respond to email/SMS confirmations and rely on forums and phone calls for logistical information.
Understanding these personas helps glamping brands tailor TikTok content and booking flows. For Gen Z, show off unique lodgings, sustainability and share-worthy moments. For Millennials, highlight authenticity, community and cost-effective experiences. For Gen X/Boomers, emphasize safety, comfort and concierge-level service.
Social Media as the New Campfire
The rise of TikTok-driven travel decisions
TikTok isn’t just about dance challenges; it has turned into a travel agent. The Forbes article about the shift notes that travelers now build their itineraries using TikTok’s For You feed. Users land in a new city, open TikTok for recommendations, and make decisions based on authentic creator-led reviews. Viral locations (like Barcelona’s escalator near Sagrada Familia) now appear on bucket lists because they trend on the platform. Hyper-personalized content (foodie tours, solo-trip tips) fosters niche communities.
For outdoor hospitality, TikTok has become the modern campfire — a place where travelers swap stories, show off cabins or van builds, and inspire others to book similar experiences. This shift has profound implications:
Authenticity over polish. The Digital Hotelier notes that hotels embracing micro-moment marketing, behind-the-scenes storytelling and candid staff clips attract more views. Over-curated content backfires because TikTok users prefer raw, relatable footage.
Trending challenges & collaborations. Encouraging guests to participate in challenges or duetting with influencer videos can amplify reach. This isn’t limited to dance — think tent-setup races or sunrise coffee rituals.
User-generated content (UGC). Hipcamp’s success demonstrates the power of UGC. The company’s feed is “full of actual customers sharing their camping experiences”. UGC resonates because 50% of U.S. social-media users report watching more UGC than six months earlier. Encouraging guests to tag your property or use a branded hashtag turns them into storytellers and trust builders.
Influencer strategies: big names vs. micro-influencers
Partnering with the right creators matters. Hipcamp found its “bread-and-butter” with micro-influencers (10,000–50,000 followers). Micro-influencers are cheaper and see higher engagement rates. Their smaller but loyal audiences trust their recommendations, which can translate into bookings. In fact, micro-influencers dominated 91% of sponsored collaborations. Larger travel and glamping brands can replicate this by:
Identifying micro-influencers who align with your target persona (e.g., van-life vloggers for Millennials, glamping photographers for Gen Z).
Offering unique stays or perks in exchange for authentic content. Hipcamp saw a 500% increase in app bookings when combining UGC and influencer partnerships.
Building long-term relationships rather than one-off posts. Repeat collaborations feel authentic and allow influencers to showcase different aspects of a property.
Mobile-First Storytelling: Booking on the Small Screen
The outdoor report reveals that 64% of campers book directly via a campsite’s website, primarily on smartphones. This “booking on the go” trend will only grow. Meanwhile, Oasi’s 2025 trend summary predicts that social platforms may soon open booking engines within the app, reducing friction. What does this mean for outdoor hospitality?
Optimize mobile experiences. Ensure your site loads fast, displays high-quality vertical video and integrates secure payment. If TikTok or Instagram enable in-app booking, be ready with a direct-booking integration (no extra clicks means higher conversion).
Tell stories in snack-able formats. TikTok thrives on short videos that highlight “micro moments”. Consider 15-60 second clips: a yurt reveal, making s’mores at sunset, or a time-lapse of stars over your property. Use trending sounds and hashtags to boost algorithmic visibility.
Leverage live video. TikTok Live and Instagram Live enable real-time Q&A sessions. Host a virtual site tour, answer booking questions, or invite previous guests to share stories. Real-time engagement fosters trust and drives bookings.
Monitor the right metrics. Instead of chasing vanity metrics (views, likes), track watch time, completion rates, shares, saves and profile visits. These metrics correlate with interest and conversion. Use unique booking links to attribute TikTok traffic to actual reservations
Tapping into Identity, Aspiration and Storytelling
Outdoor hospitality isn’t just lodging; it’s an identity. People choose glamping or van life to express values like sustainability, adventure and wellness. Successful brands connect with these identities:
Highlight values and aspirations. Showcase eco-friendly practices, community involvement or wellness amenities. Oasi predicts a boom in wellness-integrated accommodations—meditation decks, landscape-integrated recovery spaces, and spa experiences that go beyond the typical massage. Aligning with wellness and nature can attract travelers seeking more than a roof over their head.
Craft narratives around your guests. Share stories of guests who overcame a fear of camping, families bonding in a treehouse, or solo travelers finding peace in a tiny cabin. People are moved by stories, not sales pitches.
Foster community. Encourage guests to tag your property and each other, use a communal fire pit or host-hosted dinners. Gen Z and Millennials value belonging, and a campfire chat on TikTok (duet or comment thread) can act as the digital equivalent of real-life camaraderie.
Design “TikTok-ready” spaces. The Digital Hotelier notes that guests now book based on how TikTok-able their stay will be. Eye-catching swings, panoramic windows, or unique lighting can inspire viral content. Provide props like hammocks or vintage coffee makers, and leave signage with your social handle to encourage tagging.
Looking Ahead: 2026 Trends and Tips
As we peer toward 2026, several trends will shape outdoor hospitality marketing. These predictions are grounded in current trajectories and industry reports:
In-App Booking & Social Commerce. Oasi notes that Instagram is testing opening booking engines directly within profiles. TikTok could follow suit with an in-app “Book Now” button linked to property management systems. Properties that integrate with social-commerce tools early will capture spontaneous bookings.
AI-Generated Itineraries & Co-Created Content. Generative AI will allow travelers to input interests and receive personalized itineraries. Imagine a TikTok filter that overlays suggested activities onto a video of your campsite. Encourage guests to co-create content using AI features — for example, generating a digital campfire scene or stargazing overlay.
Augmented & Virtual Exploration. Travelers will preview stays via AR or VR. A 360-degree TikTok video or interactive VR tour can help indecisive guests see themselves in your geodesic dome before committing. Pair this with real-time booking to reduce drop-off.
Sustainability Storytelling. As climate concerns grow, travelers will demand transparency about environmental impact. Use TikTok to show your eco-friendly infrastructure — solar panels, rainwater harvesting, rewilding projects — and invite guests to participate in conservation activities. This not only builds trust but also appeals to Gen Z’s values.
Community-Powered Loyalty Programs. Hipcamp’s invite-only First Camper Club (a loyalty program) rewards returning guests with early access and special discounts. Expect more hospitality brands to gamify loyalty, turning frequent guests into micro-influencers. Implement referral programs that reward UGC or host contributions, and use apps to track points and offer early access to new tents or treehouses.
Niche Micro-Markets. As the industry matures, generic glamping will struggle. Guests will seek one-of-a-kind experiences: farm stays with alpacas, literary-themed cabins, or astro-tourism pods with telescopes. Build content around these niches and collaborate with micro-influencers who speak to those communities.
Final Thoughts
The outdoor hospitality landscape is evolving quickly: glamping is no longer niche, social media is the new campfire, and smartphones are the booking tool of choice. TikTok’s influence — from itinerary planning to viral challenges — demands that glamping brands think like content creators. By understanding your audience personas, leveraging micro-influencers, prioritizing UGC, and preparing for in-app booking and AI-driven discovery, you’ll stay ahead of the curve in 2026 and beyond.
All rights reserved. No part of this text may be reproduced or used in any way without written permission from the copyright holder, except for the use of quotations in a text review. For more information: sarah@marketmovers.tech
Sarah Stahl, Author Bio:
I understand the hospitality industry fiercely because I’ve lived it from every angle.
Starting as a DMO/Tourism Director, I managed government-side destination strategy, saw what gets ignored, and watched visitor behavior shift in real time.
Frustrated by brilliant property owners buried under clunky platforms and vague advice, I jumped to the private side. As Head of Marketing at ReTreet Resort, I helped scale a startup property from six treehouses to 21 units, broke OTA dependency, and built an influencer system that drove 93% direct bookings and revenue sky high in two years—all without spending a dime on PPC.
Now, as co-founder of Market Movers, I help hospitality brands replace bloated, expensive marketing software with custom-built, data-first demand engines and creator partnerships that cost less and work harder. I don’t treat vacation rentals like a hobby—I help operators own their growth. Find me at sarahstahl.com