Recent Research from CCG and Vireo
Cairn Consulting Group and Vireo are working together to examine some of the most important issues shaping outdoor hospitality today, including pricing, occupancy, guest behavior, trust, and long-term demand.
These two recent reports approach the same challenge from different angles: one looks at the operator and market side of the equation, while the other looks directly at the guest perspective.
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The Extraction Trap
Why Occupancy Is Still the Most Important Metric in Outdoor Hospitality
The Extraction Trap examines the risks of focusing too heavily on ADR and RevPAS while occupancy, repeat behavior, and guest avidity weaken. Greg Emmert of Vireo explores how rising revenue can sometimes mask deeper demand erosion, and why occupancy should remain a foundational measure of long-term business health.
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Guest Pricing Perceptions Study in Outdoor Hospitality
How Pricing Shapes Trust, Value, Loyalty, and Booking Decisions
Developed by Cairn Consulting Group and Vireo, this study examines how campers and glampers perceive pricing across campgrounds, RV parks, and glamping properties. Based on feedback from 600 active campers and glampers, the report explores fairness, dynamic pricing, amenity value, transparency, and the role pricing plays in the overall guest experience.
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Looking Ahead at Outdoor Hospitality Research
The 2026 Glamping Show brings together operators, developers, investors, vendors, and industry experts at a time when outdoor hospitality businesses are facing increasingly complex questions around pricing, demand, guest expectations, and long-term growth. That makes outdoor hospitality research especially important. Rather than relying on assumptions or short-term performance metrics alone, research can help operators better understand how guests are behaving, how they perceive value, and where market conditions may be shifting.
Our latest work with Vireo explores those questions from both the operator and guest perspective, giving Glamping Show attendees a more data-driven way to think about pricing, occupancy, trust, and the future health of the outdoor hospitality market.