Why Community is the New Amenity: Building Guest Loyalty That Lasts

Pools crack, Wi-Fi upgrades become outdated, and even luxury cabins eventually need a refresh. But one investment never loses value: community.

In 2025, guests aren’t just looking for hookups, firepits, or a place to park the RV. They’re looking for connection — with nature, with their families, and with other travelers. Properties that deliver that sense of belonging are the ones turning first-time visitors into lifelong guests.

Here’s why community is the new amenity — and how your campground or RV resort can build loyalty that lasts.

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1. Guests Crave Belonging

Outdoor hospitality has always been about more than a place to stay. Guests want stories, traditions, and shared moments that make them feel part of something bigger.

📊 Industry Stat: 76% of consumers say they are more loyal to brands that foster community.

Example: Hipcamp thrives on this idea. Guests aren’t just booking a site — they’re becoming part of a movement that values land access, sustainability, and shared outdoor experiences.

Takeaway: Your property isn’t just competing on amenities. You’re competing on the sense of connection you create.

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2. Community Increases Guest Loyalty

Guests who feel connected don’t just rebook — they advocate. They bring friends, leave reviews, and share photos online.

Example: KOA has built decades of loyalty not just on consistency but on community. Seasonal events, family programming, and brand-wide traditions make guests feel part of something recognizable and lasting.

📌 How to build loyalty through community:

• Host recurring events (monthly cookouts, holiday celebrations).
• Create traditions (first-night welcome fires, kids’ craft clubs).
• Build loyalty programs that reward participation, not just bookings.

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3. Experiences Build More Value Than Amenities

Anyone can add a pool or pickleball court. Not everyone can create experiences guests want to return for.

📌 Community-driven experiences:

• Live music nights with local artists.
• Farm-to-table dinners or brewery partnerships.
• Guided hikes, yoga classes, or stargazing events.
• Kids’ scavenger hunts or family field days.

Example: Under Canvas makes community part of the brand with communal lounges, nightly fire circles, and group activities. Guests leave with stories and new friends — not just memories of a tent.

Takeaway: Experiences are harder to copy than amenities. They become part of your unique brand.

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4. Digital Community Matters Too

Community doesn’t stop when guests check out. The most successful properties keep the connection alive online.

📌 Ideas for digital community:

• Private Facebook or Instagram groups for past guests.
• Seasonal newsletters with guest spotlights.
• Encouraging guests to share stories and photos with branded hashtags.

Example: Getaway nurtures digital community through its blog, “The Journal.” It shares guest reflections, travel tips, and mindfulness content that keep the brand relevant between stays.

Takeaway: Don’t let the guest journey end at checkout. Stay present in their lives digitally until they’re ready to book again.

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5. Community Creates Pricing Power

Here’s the hidden benefit: strong community reduces your need to compete on price. Guests aren’t booking you because you’re the cheapest. They’re booking you because they feel a sense of belonging.

Example: AutoCamp charges premium nightly rates not just for Airstreams, but for the lifestyle and community vibe the brand represents. Guests happily pay more because they feel part of something aspirational.

📊 Industry Stat: Guests connected to a brand are 57% more likely to increase their spending with it.

Takeaway: When you compete on community, not price, your ADR (average daily rate) rises naturally.

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6. Practical Steps to Build Community at Your Property

Here’s how to get started:

📌 On-Site:

• Schedule weekly or monthly communal activities.
• Train staff to engage with guests beyond transactional service.
• Design spaces that encourage gathering (firepits, lounges, shared kitchens).

📌 Digital:

• Use guest-generated content in your marketing.
• Launch a simple loyalty club (exclusive invites, early booking).
• Share stories, not just promotions.

📌 Long-Term:

• Build signature events unique to your brand.
• Encourage multi-generational traditions (families coming back annually).
• Celebrate milestones (your 10th season, guest anniversaries).

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Final Thought

Community is the amenity that never needs replacing. It builds loyalty, drives referrals, and makes your property more than a destination — it makes it a tradition.

If you want guests to keep coming back year after year, don’t just upgrade your pool. Build a culture of belonging. Because in outdoor hospitality, the strongest amenity you can offer isn’t a thing. It’s connection.👉 Want help building a guest community strategy? Request a free Guest Loyalty Audit with Meet at Basecamp.