Because they are in the open air, campgrounds were perceived as “more safe” destinations for individuals and families during the pandemic. From land owners to start-ups to RV and trailer makers, this also sparked an expansion of the infrastructure of outdoor living and adventure.

Hotels and resorts on the other hand had to rethink their models, their offerings, their messaging, branding and more. As a result, even when all of this is behind us, the landscapes and customer experiences of travel and adventure will be forever changed.

The Technology Enabled Campground

Imagine a future of booking, arriving, settling-in and enjoying your time away without ever directly interacting with another human being. This has always been possible to some degree, say if you lock yourself in a room and tell the staff to “go away”, but contactless may be the preferred mode of travel and vacationing for many in the near-term. Realizing this, the hospitality industry is gearing-up quickly to support these behaviors and experiences.

Obviously, we are all feeling a bit couped-up, punchy and have the desire for a change of scenery - planned and delivered in the most reliably, trustworthy, informative, safe and enjoyable way. At a base level, our expectations of available connectivity, access to power, waste management and sanitation and clean water are high. It is an unprecedented time where portability and affordability have made most of these accommodations available, if not luxurious.

As digital tools, networks and infrastructures mature, then we find new ways to discover on our journey, feel more safe and aware, and ways to record and share our experiences with others. The connectivity is “in the air”, so now the route, the markers, the services and the metadata of all shapes and sizes are as well. Today we mostly access it through our phone, our tablets and/or our wearables, but in the future we may feel or hear the signals. We may experience a place simultaneously with family members or friends that could not make the trip. We may be able to record and share our experience (in great dimension and feeling) in its entirety with others.

Some of the existing technologies that are being applied and/or modified and applied to these spaces for awareness and safety include …

• Motion and distance detection

• Notification & warnings settings and conditions

• Biometric confirmation & validation

• Virtual viewing & monitoring via cameras

• Self-monitoring and self-diagnose devices & systems

• Contact-free sensing platforms

• Remote monitoring

• Wearable vital and symptom checkers

• Contactless odor surveillance systems

• Smart air quality sensors - monitoring airborne contaminants

• Easy-to-use testing kits

• Early warning systems

It is probably smart to consider integrating contactless and awareness-based services for your business as soon as possible. From schools, to malls, to hospitals, hotels, beaches and parks - our interaction with physical spaces and their infrastructure is changing dynamically and will continue to do so.

That said, when all digital connected functionality and sensor implementations are in place (regarding reservation, check-in, communication, movement, billing, access and more), what role do humans play and where does brand experiential differentiation occur?

The Hotel as Experience Platform

Digital transformation is shifting the guest experience much faster than it is evolving the operational or behind-the-scenes infrastructure of the hospitality business. Digital platform evolution has ushered in a new level of self-service and reliability but not so much personalization. Humans (aka, the on-property personnel) are empowered to do more especially as it pertains to contextual relevance. The abilities to observe, to listen, and to understand a guest’s intent (and maybe difficulties) will be what separates the employees at the property from the machines.

How are the requirements for a hotel stay changing?

• I expect on-line access and booking to be simple, clear and informative

• If a hotel is booked full, provide me a means to get notified about cancellations during my time-frame

• If I need to change my plans, a don’t expect a fee or hassle of any sort. I expect a new level of flexibility and accommodation

• My preference is probably to skip the check-in at the desk experience and have direct access to my room. The front-desk check-in has never been a luxurious experience

• I can expect fewer toiletries and other “shared or reused” items in my room

• I will be willing to skip everyday room cleaning during my stay. Accommodate on-demand requests

• I want and expect access to my personal entertainment services via the in-room electronics and entertainment system

• I don’t rely on the Concierge to make me a dinner reservation or purchase me a ticket to an event, I rely on him or her to find me authentic, unique, local experiences to participate in

• If I chose, then my phone is my key (card) during my stay

• I expect to access and activate service upgrades via my mobile

• I might want to take my stay to another location for at least a night or two. Can you accommodate that?

We anticipate the that next significant shift will be the specific dedicated or shared use of land. Physical land and the use of a tall functioning building will be reconsidered. These are valuable assets that may find more value and usefulness as condos, retail space, co-working spaces, pop-up restaurants, long-stay apartments, temporary camp grounds and more. And we plan to be pushing, inspiring and experimenting along the way.