EDITOR’S NOTE: Ben Quiggle, editor of Woodall’s Campground Magazine, a sister publication of RVBusiness, filed the following report from the campground sector.
While economic anxiety, geopolitical issues and extreme weather have all impacted the outdoor hospitality industry in 2025, Toby O’Rourke, CEO and president of Kampgrounds of America Inc. (KOA), noted that the system of over 500 parks saw revenue remain mostly flat.
Her comments were made during the opening general session of KOA’s 2025 Convention & Expo, which was held in mid-November in Raleigh, N.C.
With many Canadians cancelling trips to the U.S. in 2025 and other issues impacting bookings, O’Rourke highlighted how the system rallied together to implement smart strategies to boost bookings and revenue.
She noted that KOA’s franchise business coaches worked with parks to co-design strategies that met the needs of each park, including an examination of revenue-generating tools such as reservation add-ons and a focus on providing a great guest experience.
“Week by week, these numbers improved,” O’Rourke explained. “By staying focused, we brought the system back nearly all the way. This is a very impressive show of resilience we can all be very proud of, and it puts us on a solid footing as we head into 2026.”
Overall, total system revenue was $494 million in 2025, just below 2024’s $500 million.
“It’s matching where we were in 2022, ahead of 2021 and up 31% over 2019, ahead of the pandemic,” O’Rourke said. “Our system continues to expand. This year was our most active in recent history. Nineteen new conversions were added to the system, the highest number since 2017, including three new construction contracts that were signed, adding even more campgrounds to our pipeline.”
KOA also opened three new-build parks in 2025 in Morgantown, W. Va., Lake Logan, Ohio and near Zion National Park in Utah.
The system’s NPS score also continues to rise, now sitting at 72, up from 71 in 2024.
“We all know KOA has high brand awareness, but our reputation is equally as important and equally as powerful,” O’Rourke noted. “Seventy-five percent of campers say KOA has great amenities, and that number jumps to 90% when we talk about new campers.”
Camper Nights Dip
An area of focus for the company will continue to be on the decline in camper nights. In 2021, O’Rourke noted that camper nights were at a high of 9.7 million, which has now dipped by 1.7 million.
“Last year, 37% of campers took one trip,” she highlighted. “That’s the highest level it’s ever been since we started measuring this data. To put it in perspective, in 2016 and 2018, that number was more like 12% to 13%.
“It’s not just camping,” O’Rourke added. “It’s affecting all of outdoor recreation. Participation is up, but frequency is down. We have more casual campers. Fewer are returning for the second, third and fourth trips. Just imagine the impact on our business if you convince someone to take one more trip.”
O’Rourke said that KOA needs to continue to work together and rally to meet the challenges of the market today. She highlighted how the system needs to be proactive and not reactive.
A reactive mindset is responding, focusing on short-term fixes, has a “Let’s Fix It Mindset,” plays defense and follows the competition.
While a proactive mindset is anticipating, focused on long-term investments, has a “Let’s Prevent It” Mindset,” plays offense and sets the pace.
“Despite the challenges that come at us, the issues we rally around, we have been making proactive strategic investments over the past four or five years that were not made in reaction to the moment, but made with the long view in mind,” said O’Rourke. “This puts us in a better position and ensures that KOA remains competitive at every level.”
Near the end of her speech, O’Rourke noted some impressive marketing stats that she said highlighted the growing brand position KOA holds in the industry.
She noted that over the past five years, KOA has increased its investment in technology by 194%.
“Digital marketing is a powerful engine that is driving this brand at scale,” O’Rourke said. “So far this year, 19 million visitors have come to KOA.com, and we have only 68,000 sites in the system. That shows that the demand for KOA far exceeds the supply, which is a testament to our leadership position.”
KOA’s digital marketing ads continue to perform well, with ROI increasing. The company is seeing an ROI of $40 for every $1 it spends. Eight in 10 are booking a KOA stay after seeing an ad on social media, with an ROI on social media of $50 for every $1 spent.
“There’s always something new that’s going to come at us, and that pace of change never slows down,” O’Rouke noted. “Our competition certainly doesn’t slow down, either. Several shifts are happening right now that I want to touch on. Hotels are entering the outdoor space. Hyatt and Hilton have partnered with glamping brands, giving millions of loyalty members visibility into outdoor hospitality. Marriott has launched a new segment called Marriott Bonvoy Outdoors, and they are adding brands to that portfolio. The indoors is waking up to the outdoors and they want to play in our backyard.
“Technology is leveling the playing field,” she added. “PMS systems have emerged. Marketplaces and online travel agencies are including campground inventory. What that means is it’s easier than ever for that independent campground to compete with you online. And while technology is a leveler, technology is also moving fast. Our operational systems, how we show up in search, how AI shapes guest behavior, that’s all evolving so quickly, and that’s what we call an acceleration gap.
“It’s this widening distance between where a company is and where it needs to be to keep up with the pace of technological change,” O’Rourke concluded. “And if you don’t close that gap, it’s only going to grow. Those who simply react will keep falling behind, but those who invest with intention and focus their strategy and their boldness on it will pull ahead. And that’s what we’re going to do, and that’s how we’re going to win.”
Camp Jellystone Highlights Retirement of Rob Schutter
Camp Jellystone, franchisor of Yogi Bear’s Jellystone Park Camp-Resorts, announced that Rob Schutter, president of Camp Jellystone, will retire at the end of March 2026. Current Executive Vice President Jon Burek will succeed him, according to a press release.
Schutter joined Camp Jellystone in August 1989 and, over three decades, helped transform the Jellystone Park Camp-Resorts franchise into one of the most recognized and beloved brands in family camping and family glamping. Schutter’s leadership has impacted every facet of the brand’s evolution, including but not limited to its focus on the family guest entertainment experience, its ever-expanding franchisee support, and its overall strategic direction, leaving a lasting legacy on both Jellystone Park consumers and franchisees alike.
In addition to his leadership of the Jellystone Park brand, Schutter played an active role in the outdoor hospitality industry as a whole for decades. His industry highlights include serving 15 years on the OHI, formerly the National Association of RV Parks and Campgrounds (ARVC), Board of Directors across two different terms, including as its Vice Chair in 2011-2012 and its Chairman in 2012-2013.
Schutter has also been a member of the OHI Foundation, one of the outdoor hospitality industry’s premier charitable organizations, since 2015.
Upon Schutter’s retirement, Jon Burek, executive vice president of Camp Jellystone, will accede to the role of president. Since joining Camp Jellystone in February 2020, Burek has worked closely with Schutter and the rest of the leadership team to support franchise operations, strengthen brand consistency and enhance the overall Jellystone Park guest experience.
“Jon understands that family fun and creating lasting memories are key parts of what makes Jellystone Park special,” said Schutter. “He’s ready to build on the brand’s legacy and lead it into the future.”
Burek is excited for what comes next.
“The relationships Rob has built with our franchisees are unparalleled, and his impact on the Jellystone Park brand can’t be understated. I look forward to building on his work and delivering fresh innovations that enhance the Jellystone Park experience for both our guests and our franchisees,” noted Burek.
