Camping means many things to many people, from bare-bones campgrounds where people pitch their own tents to luxury tree houses with hot showers.

According to a Wall Street Journal report, if Benchmark-backed Hipcamp Inc. has its way, it will make camping more appealing — and accessible — to rugged campers to pampered city slickers alike. The company operates an Airbnb-like marketplace for privately-owned campsites across the U.S.

Steady economic growth and aging Baby Boomers will drive growth in the campground and RV park industry, according to a 2017 report from market research firm IBISWorld. Industry revenue totaled $6.64 billion last year, and it is projected to grow 12% to $7.49 billion by 2022, the report said.

Hipcamp founder and Chief Executive Alyssa Ravasio wants to expand the market by attracting consumers who are new to camping.

“We view people who don’t own a tent as the biggest part of our future market,” Ravasio said.

She said most Hipcamp sites are grounds where campers bring their own tents. But she thinks by offering comfy campsites with so-called glamping options like showers, canvas tents or tree houses, she can get more people hooked.

“It’s the gateway drug to camping,” she said.

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