Report Finds Consumers Seeking Travel Immersion

A picture of four people outside a Type A motorhome cooking outdoors

Kampgrounds of America’s (KOA) latest report, titled “Camping Trips and Travel Experience,” found consumers seeking to blend travel types and create more eclectic experiences to increase their camping.

Consumers said they want to share immersive natural experiences with their friends and family while camping. Many said having these experiences while slowing down to take in the moment.

KOA President and CEO Toby O’Rourke said the report found an evolving camping landscape as consumers seek diverse and elevated experiences.

“This targeted report on travel experiences,” O’Rourke said, “will ensure our industry continues to meet and exceed expectations of our guests to create safe, fun and fulfilling experiences for years to come.”

The report found consumers seeking destinations providing seclusion but everyday comforts as well. Specific natural events, such as eclipses, are favored by 50% of consumers who camp, the report found. Natural events will drive many travel experiences, the report said, combining nature with friends and family.

Consumers said they are seeking a balance of activities. The top activities include enjoying an adult beverage by a campfire, fishing, hiking, taking scenic drives/sight-seeing, bird watching, stargazing and visiting historical sites.

New experiences are driving interest. Recent trends show consumers increasing overlanding and backcountry camping. However, glamping was the leader for the first-time camping experiences in 2023, with 32% of campers trying a glamping trip for the first time.

Although peak camping season travel has declined slightly, camping in the shoulder seasons, off-peak and winter time is increasing. Roughly one in four active camping households went winter camping in 2023/2024 winter season.

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