KOA Report Divulges Emerging Consumer Trends

A picture of a glamping campground site in the Canyon Lands.

A new camping trend flourished in the past five years. Kampgrounds of America’s (KOA) recent report detailed consumers who prefer several camping trip amenities.

The association’s Camping and Outdoor Hospitality Glamping report unveiled trends in the emerging glamping segment.

According to KOA President and CEO Toby O’Rourke, glamping has grown significantly.

“Glamping is a great way to introduce new campers into the camping and outdoor hospitality space,” O’Rourke said, “and our research shows once they try glamping, they become very loyal to outdoor hospitality.”

In 2023, nearly one-third (34%) of new consumers who camp identified as glampers. Around 2.7 million new consumers who camp went glamping in 2023. Of those first-timers, 80% said they would camp or glamp again.

Consumers glamp in various ways. Well over three-quarters of consumers (84%) favored staying at a dedicated glamping outdoor resort or a full-service campground with amenities such as showers, bathrooms, food service, a store and Wi-Fi.

Nearly one-quarter (24%) stayed at outdoor resorts specifically geared towards glamping and 42% stayed at campgrounds providing camping and glamping.

Nearly one-third (29%) of those who glamped stayed in a cabin while 15% camped in an Airstream or “vintage trailer.”

Safety is a major glamping motivator. The glamping demographic is younger than typical consumers who camp, with millennials and Gen Z consumers accounting for 61% of glampers.

More than half (58%) of consumers who glamp have children and 41% are people of color.

Those who glamp often seek meditation/mindfulness experiences. Consumers also favor locations where they can engage in water-based activities. Glampers tend to be more tech-savvy, as they often use artificial intelligence tools to plan their trips.

To view the glamping report, click here.

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