Editor’s Note: The following article was written by Jim Rogers, president and CEO of Kampgrounds of America Inc. (KOA), for the October issue of Woodall’s Campground Management.
No matter where you turn, you’ll find evidence that future prospects for outdoor activity and campground occupancy growth are extraordinary. KOA intends to combine the best of its past with its best innovation and leadership for the future to assure its continued success for its franchisee partners.
Whether you are reading Dr. Richard Curtin’s “The RV Consumer in 2011,” the 2010 Harris Interactive Research on “RV Perceptions and Purchase Motivators” or the “Outdoor Industry Foundation/Coleman/KOA Special Report on Camping,” you can only conclude that the outlook for all types of camping are outstanding.
Our campers, our prospects and the marketplace they create have changed dramatically, as have the ways we can effectively communicate with them. KOA believes that sales and service strategies going forward must be pro-active and align directly to personal needs, wants, travel/recreational preferences and economics.
KOA will adapt its marketing and services to better attract and serve the ethnic diversity that is present within our population. Today’s outdoor participants are over 80 percent Caucasian. But America’s largest camper base lives in California where the Hispanic population is approaching 40 percent. Population forecasts further confirm a much wider ethnic diversity throughout the United States in the future. These factors represent significant incremental growth for KOA campgrounds.
KOA will further emphasize its operational focus of thinking from the “outside in” not the “inside out.” We think about our customers/guests from their perspective. Outdoor enthusiasts pursue a variety of activities in different ways. A backpacker may own an RV, a kayaker may hike, fish, bike, and use both public and private campgrounds. RVers and campers want greater cooperation between us all. They just want us all to make it easy for them to find and service their gear and to enjoy the many activities that the outdoors provides them.
You can’t pick up your favorite form of media and not see a story about the outdoors. It is prevalent in discussions today as it relates to health, youth, tourism economics, adventure travel, the need people have for an “unplugged” peaceful environment and affordability.
The Harris Interactive study concluded that nearly “10 million households nationwide should be categorized as potential RV owners.” Wow! Curtain’s update pointed out the fact that over one quarter of all former RV owners intend to re-enter the RV lifestyle and that is significant.
The 2011 Special Report on Camping sponsored by the Outdoor Foundation, Coleman and KOA reiterates the magnitude of the camping marketplace. The report on camping estimated that approximately 40 million Americans or 15 percent camp annually. The most cited reason for reducing the number of camping trips was a lack of time due to work and family commitments.
KOA believes that loyal returning customers are the best customers we have. They buy more, recommend to others, reduce marketing costs and are less price sensitive. They are word of mouth/mouse champions and promoters. They also help us by introducing new people to the life style and outdoor fun. And KOA’s one-of-a-kind marketing technologies will only improve its abilities for targeted initiatives and improved ROI’s on marketing investments for our franchisees and the company.
Camper research also confirms that over half of private campground guests today are “regional” if not “local.” Due to time constraints, fuel prices, and the availability of great destination campgrounds close to home, RV families are taking advantage of nearby campgrounds. This trend is here to stay and our campgrounds are rapidly adapting to the different hospitality requirements of these trends.
We know that uncertainty is here to stay. Market indicators substantiate that there are plenty of prospects and a growing interest in camping/outdoors. KOA’s high-tech, high-touch strategies are aligned to optimize these trends for years to come.
Let’s manage what we can control and create the future together!