Kampgrounds of America, Inc. (KOA) President and CEO Toby O’Rourke is spotlighting strategic approaches to meet evolving camper needs at two significant industry events this week.
O’Rourke shared her insights during a panel at the National Outdoor Recreation Executive Forum on Monday and is speaking at the RV Industry Power Breakfast today.
As the camping industry evolves, KOA is leading initiatives to enhance the camping experience through inclusion, infrastructure, and innovation, O’Rourke highlighted in an exclusive interview with Modern Campground.
KOA, renowned for its data-driven approach, examines the entire customer journey to identify and resolve friction points.
“One actionable way we’ve used our data is by looking holistically at the customer journey to find and fix points of friction to make the camping experience as seamless as possible for the camper,” O’Rourke explained. This includes streamlining booking and check-in processes and investing in quality Wi-Fi and site amenities.
Accessibility is a priority for KOA, with initiatives designed to address both physical and neurodivergent needs. “One of our findings tells us 38% of campers acknowledge an accessibility-related concern within their camping experiences,” the president and CEO said.
Despite these challenges, according to O’Rourke, camping remains a more accessible option compared to other forms of travel. In a significant move to improve accessibility, KOA has partnered with GRIT Freedom Chair to provide all-terrain wheelchairs at select locations, enhancing mobility for guests with physical limitations.
O’Rourke also highlighted the importance of increasing campers’ confidence and security. “Increasing a camper’s sense of confidence will help them feel more safe and secure while camping,” she noted. This involves educating campers on the proper use of equipment and campsite setup.
Reflecting on the past decade at the RV Industry Power Breakfast, O’Rourke shared insights on the growth of the camping sector. The industry has seen notable changes, including an increase in camping’s popularity as a travel option, with significant growth in RVing and glamping. “Camping demographics have shifted significantly over the past ten years with a 16-point increase in diversity and a 10-point increase in Millennial and GenZ generations,” the CEO told Modern Campground.
“Notably in 2023, the Boomer population came back to camping after having retreated during the height of the pandemic. Of all new campers in 2023, 22% were Boomers,” O’Rourke added, citing the company’s latest Camping and Outdoor Hospitality Report.
Looking forward, the KOA leader underscored that the connection between the outdoor hospitality and RV industries is expected to strengthen. “As the outdoor hospitality industry continues to grow and attract new travelers, we see opportunity for the RV industry to continue growing alongside it. Central to that will be anticipating changing camper needs so we can deliver product and experience that meets their expectations,” said O’Rourke.
In recent news, KOA also released its 10th annual Camping and Outdoor Hospitality Report with a new design and format. “To celebrate the last decade of industry-leading research, we’ve reimagined the report,” O’Rourke remarked. The redesigned report includes 10 supplemental reports covering a variety of topics, improving the usability and depth of the research.
For campground and outdoor hospitality operators, the insights from KOA’s strategies and report provide valuable information on improving their services and adapting to the needs of a diverse consumer base. By focusing on inclusion, infrastructure, and innovation, operators can enhance the camping experience, meet the evolving demands of today’s campers, and ensure a robust future for the industry.
