What Is Market Research — and Why Does It Matter in Outdoor Hospitality?

A Q&A with Scott Bahr, President of Cairn Consulting Group

Outdoor hospitality is evolving faster than ever, and many operators are struggling to keep up with shifting guest expectations, new lodging types, and rapid market changes. In this Data Lens Q&A session, Scott Bahr, President of Cairn Consulting Group, breaks down what market research really is, why it matters, and how businesses can use it to make smarter, data-driven decisions.

Below is a cleaned and edited transcript of the conversation — formatted into a clear question-and-answer blog for easy reading and SEO optimization.

Q1. What is market research?

Scott Bahr:
Market research is, at its core, the gathering of intelligence to help companies move forward. That includes informing product development, improving services, anticipating customer needs, and solving operational challenges.

Market research spans a large spectrum — from quantitative to qualitative approaches, as well as hybrid methods. But if you boil it down, market research is simply problem-solving. Organizations have questions or challenges, and research provides the insights needed to make informed decisions.

Q2. Why is market research important for outdoor hospitality businesses right now?

Scott Bahr:
Outdoor hospitality is undergoing dramatic change. COVID-19 was a major disruptor, and unlike other sectors such as hotels or food service, outdoor hospitality recovered first — and differently.

During the pandemic, people could not stay in hotels, but they could camp, RV, or book glamping stays. This brought a massive influx of new travelers who weren’t traditionally “outdoor enthusiasts.” These guests brought with them:

Different expectations
Different travel habits
A desire for newer, more elevated lodging types
Higher service and amenity expectations

Campgrounds and outdoor stays expanded rapidly — especially in the glamping category — and guest behavior shifted just as quickly.

Because of this, the rules have changed in outdoor hospitality.

If you rely only on your gut, you’ll fall behind. The market is changing, the guests are changing, and the businesses that thrive will be those who actively study these changes through structured research.

Research helps operators, developers, vendors, and even RV dealers understand:

Who today’s guests really are
What they want
How their expectations differ from pre-pandemic norms
Where the biggest opportunities lie

You can only prepare for the future if you understand what’s happening today — and that requires research.

Q3. How often should outdoor hospitality companies conduct market research?

Scott Bahr:
Market research shouldn’t be viewed as a one-time project — it’s a continuous process.

That doesn’t mean hiring a research firm every month. It means consistently:

Talking to your guests
Asking your customers questions
Tracking industry reports
Reviewing articles, trends, and data
Keeping notes on what you learn
Staying curious and observant

All of this is research.

But alongside ongoing internal research, you should occasionally bring in professionals for structured, formal studies that address your most important strategic questions.

Every business should have a simple system — even a spreadsheet or binder — to keep track of what they learn over time. Formalized or informal, you should always be gathering information because the market never stops moving.

Q4. How does market research save businesses time and money?

Scott Bahr:
Market research makes businesses more efficient by helping them identify:

What is most important
What is less important
Where resources should be focused
Which parts of the operation can be adjusted, optimized, or outsourced
How staffing, financial, and infrastructure resources are best allocated

Research eliminates guesswork. It reduces waste. It turns uncertainty into clarity.

Many people see research as a cost, but it’s really an investment — one that pays for itself by helping businesses make informed decisions. And informed decisions almost always save time and money.

Final Thoughts

As the outdoor hospitality industry continues to grow and transform, market research is becoming essential — not optional. Understanding your guests, anticipating changes, and making data-driven decisions will be the difference between staying competitive and falling behind.

Whether you operate a campground, develop glamping resorts, manufacture products, or serve the industry in another capacity, market research is your roadmap to long-term success.

Stay tuned for the next episode of Data Lens for more insights from Cairn Consulting Group.

Keywords

market research, outdoor hospitality trends, campground development insights, glamping market analysis, Cairn Consulting Group, Scott Bahr, Data Lens, guest expectations outdoor hospitality, campsite development research, RV industry insights, hospitality market trends 2025, campground owner tips

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