KOA had its Best Year in 2015
KOA
KOA System Firing On All Cylinders
More than 700 Kampgrounds of America Convention attendees heard Tuesday that the 53-year-old company had its best year in 2015.
KOA President Pat Hittmeier told those at the KOA International Convention in Daytona Beach, Florida Tuesday that the 10.5 percent growth in occupancy at KOA campgrounds in 2015 was by far the best result he's seen in his 30-plus years at Kampgrounds of America. “Our marketing has traction and is building positive impressions of the brand and our campgrounds are providing better camping experiences for the guest,” he said. “I want to make sure that we stay on the right track for continued growth.”
KOA's efforts to add new descriptive brands (KOA Holiday, KOA Journey and KOA Resort) have begun to resonate with campers, he said, and efforts by KOA owners to improve facilities and amenities on their campgrounds in order to align with the new brands are helping to raise camper satisfaction score results.
All of the KOA senior executives who followed Hittmeier on stage had similar tales to tell.
Senior Vice President of Marketing Toby O'Rourke shared recent survey data that showed campers are aware of KOA's new brands, and said KOA is doing a better job than ever before of meeting camper's desires. But O'Rouke told Convention attendees that there is still plenty of opportunity in the camping business, since North Americans take fewer paid vacation days than they have in the past. “Nearly 429 million vacation days went unused last year in the U.S.," she said. "And 26 percent of Canadians do not use all of their paid vacation days from their employer. To convince the workforce of office martyrs to camp, we need to reach them on an emotional level and show them what camping really is all about."
KOA Vice President for Brand Development Lorne Armer told the crowd that the number of dedicated KOA campers continues to grow. The number of KOA Value Kard Rewards members grew 9 percent in 2015, to a total of nearly 322,000. “What’s really exciting is that 70 percent of our cardholders renewed this year as well,” Armer said. “Those are campers who just keep coming back for more.”
KOA Senior Vice President of Franchise Operations Jef Sutherland told KOA owners in Daytona Beach that their willingness to listen to the desires of their campers is paying big dividends. He said the continued addition of KOA Deluxe Cabins with bathrooms and kitchens are a good example. “Since 2012, Deluxe Cabins have seen a 41 percent increase in KOA inventory, and a 53 percent increase in occupancy,” Sutherland said. “So, while we’ve been adding Deluxe Cabins, we’ve been adding even more camper nights.”
Sutherland said the immediate future looks bright for KOA owners because they continue to invest in their properties, giving campers the experiences they want and expect. “I believe we are going to have a great year in 2016,” Sutherland said.