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Gen Z is driving the growth in camping, with many in the generation favoring glamping experiences.
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Camping spending is also rising, and Gen Z spends more daily on the pastime than other generations.
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KOA is expanding glamping options to meet the growing demand for luxury camping.
Camping — the ultimate budget travel option — is more popular than ever with Gen Z.
More campers today are younger, and although they may be looking for an affordable way to travel, they’re not afraid to get spendy during their trips, according to Kampgrounds of America’s 2025 Camping and Outdoor Hospitality Report, which was released Wednesday.
Toby O’Rourke, CEO and president of KOA, North America’s largest network of privately-owned campgrounds, told Business Insider in an interview last month that Americans are sticking with camping, if not at pandemic-era levels, even after revenge travel had vacationers going big with international trips and cruises.
“Definitely, the growth is being driven by those younger generations,” she said, adding that 61% of all new campers last year were Gen Z or millennials.
KOA found camping spending is also on the rise, reaching $61 billion in 2024. Gen Z campers spent more daily, $266, than any other generation, while baby boomers spent the least, $134. O’Rourke said that could be because younger campers are renting gear for activities or spending more on food and experiences in the local community.
Move over RVs
Between 2020 and 2023, the height of pandemic restlessness, the camping surge was so good for KOA it turned its owner, financier and investor Oscar Tang, into a billionaire.
When O’Rourke started at KOA 15 years ago, their customer base was overwhelming baby boomers — typically traveling in RVs. Today, while the retirees have stuck around, younger generations are making up a greater share and are more interested in “glamping,” or more elevated camping experiences with unique accommodations.
KOA also found that 72% of campers consider it a cost-effective travel option, and O’Rourke said they continue to make it work even when facing economic uncertainty.
“They see high value in stays at campgrounds over how far their dollar goes at a resort or hotels even,” she said.
“They’re going to camp closer to home, or they’re going to take a shorter stay versus a longer stay,” she added, “or they might be canceling other types of trips and camping instead.”
Travel industry experts previously told BI that while travel demand is softening in advance of a summer of economic uncertainty, many Americans will simply change their plans rather than cancel a trip altogether, instead opting for more affordable vacations like road trips or national parks.
Glamping’s lower barrier to entry
Gen Z campers are also fueling the rise in glamping, which O’Rourke said is a priority for KOA, especially as luxury travel spending continues to grow.
“Almost every KOA has some form of glamping,” she said.
Glamping is a broad term but generally refers to a camping experience beyond the basics, with amenities typically associated with traditional accommodations, like a hotel. Glamping can refer to a large, fancy tent with a real bed, a tiny cabin, or something unique like a treehouse or yurt.
For instance, KOA has a glamping resort in Maine — the Terramor Outdoor Resort, near Acadia National Park — with 64 canvas tents featuring electricity and wifi, a portable heater, and a noise machine.
While KOA added 15 new campgrounds last year, O’Rourke said the company is focused on upgrading existing locations with more glamping or specialty patio sites for RVs. She said she’s always focused on addressing pain points or the aspects of camping that make it too difficult for someone to try for the first time or stick with.
“That’s what I put a lot of my time into thinking about because otherwise if it’s difficult, they’re not going to do it anymore,” she said. “How do we continue to modernize our parks to meet the demands and expectations of the current camper and the changing camper?”
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