As the outdoor hospitality sector continues to evolve amid shifting traveler expectations and new forms of competition, KOA leadership opened the 2025 KOA Convention & Expo with a message centered on unity, resilience, and forward momentum.
The Opening General Session in Raleigh, North Carolina, invited franchisees and operators to “rally” together as they look ahead to future opportunities across the KOA network.
Chief Executive Officer Toby O’Rourke welcomed attendees with a reflection on the past year and the collaborative strength of the KOA system. “Service, as always, remains a cornerstone for KOA,” O’Rourke said. “And even in challenging years, your delivery hasn’t wavered, and in fact, it’s exceeded expectations.”
She emphasized that KOA owners and operators consistently show up for one another, navigate challenges collectively, and celebrate wins across the network. O’Rourke framed the spirit of “Rally” as a reminder of the shared commitment guiding the KOA community.
Leadership Team Highlights Shared Vision
Alongside O’Rourke, several senior leaders contributed to the Opening General Session, each emphasizing KOA’s focus on guest experience, innovation, and long-term network health.
Speakers included Diane Eichler, Senior Vice President of Marketing; Kim Wootteon, Vice President of Commercial Strategy; Mark Lemoine, Senior Vice President of Franchise Operations and Marketing; Brian Elsmore, Senior Vice President of Information Services; and Andy Metroka, Executive Vice President of Enterprise Operations and Chief Information Officer.
While each leader brought a different perspective, the overarching themes remained consistent: strengthening connections with guests, supporting franchisees, and advancing KOA’s position within the outdoor hospitality landscape.
During her remarks, Eichler highlighted KOA’s ongoing efforts to inspire travel, expand brand presence, and connect emotionally with current and future campers.
She noted that major cultural and recreational moments in the years ahead will help spark consumer excitement and promote road travel across North America. Her message centered on the power of storytelling, community, and authentic outdoor experiences in strengthening guest engagement.
Support, Tools, and Continued Innovation
Wootteon underscored the importance of consistent execution at the campground level and encouraged operators to utilize KOA’s growing support resources.
“It’s about leveraging insights from data to fine-tune strategies rather than making broad assumptions,” Wootteon said. “It’s about executing consistently in revenue management, local marketing, sales, and operations. It’s about not just setting strategy, but following through.”
The Opening General Session concluded with a forward-focused message: the KOA network enters the upcoming year with a strong sense of partnership and a shared ambition to elevate outdoor hospitality. Leaders encouraged franchisees to stay adaptable, engaged, and proactive as they prepare for what’s next.
The 2025 KOA Convention & Expo continues this week with additional sessions covering leadership, operations, marketing, technology, and campground development. Modern Campground is on site and will continue sharing general updates and session highlights as the event unfolds until November 20.
Featured image by Brian Searl/Modern Campground