Strategies to Grow Camper Nights
Emily Peck, Director of Revenue – OAK, KOA, Inc.
Matthew Stovold, Franchise Development Manager, KOA, Inc.
The idea that camping is only a summer activity is quickly changing. According to KOA’s Fall Quarterly Survey in 2025, over half (51%) of Canadian campers planned to increase their camping in the fall compared to the previous year. Whether seeking quieter settings, cooler temperatures, or simply more outdoor adventures, campers are reshaping the traditional seasonality of our industry.
How can campgrounds turn these shoulder-season months into periods of peak revenue and guest satisfaction? While extending the camping season may seem daunting, it opens the door to significant growth opportunities. Below, we share three proven and accessible tactics to help you effectively increase your off-season occupancy and camper nights.
Today’s campers crave unique, memorable experiences. Themed weekends are a powerful way to stimulate bookings during shoulder seasons by offering events tailored to the season and your guest demographics.
– RV Shake-Offs: Launch Spring with a special “RV Shake-Off” weekend, inviting campers to prepare their rigs for the season. Offer promotional rates and partner with local businesses to provide valuable services and demonstrations, encouraging community engagement and support.
– Winterization Weekend: Transform the “last weekend” of the camping year into a celebration. Host live music, food trucks, and special reservation incentives for the next season, turning traditional slow periods into must-attend events.
– Seasonal Celebrations: Embrace the spirit of the season with themed activities; think pumpkin carving and pumpkin pie tastings in fall, or wine and cheese pairings geared toward adult guests. Off-season often sees fewer children, so adapt programming to cater to your adult visitors, sparking new traditions.
Your peak-season guests may be familiar faces, but the shoulder season can attract different profiles. Understanding these guests is key to targeted programming and marketing.
– Analyze Camper Origins: Are your guests local, or traveling from farther away? Tailor promotions and messaging to resonate with the largest segments.
– Group Segments: Identify whether guests are couples, solo travelers, or homeschooling families, and develop programming that meets their unique needs and interests to generate demand.
– Accommodation Types: Evaluate whether your shoulder season guests are primarily RVers, cabin renters, or tent campers. Create site-type specific offers and choose imagery and themes that reflect their preferences, increasing relevance and appeal.
Simply staying open in the off-season is not enough, make sure prospective guests know you’re welcoming them!
– Campaign with Purpose: Launch campaigns such as “Beat the Crowds” or “Cooler Nights Await,” emphasizing advantages of shoulder-season camping and appealing to value-seekers.
– Community Engagement: Forge strong relationships with your local Destination Marketing Organizations (DMO) or Convention & Visitor Bureaus (CVB). Encourage them to visit your property, experience your amenities, and share your story with incoming visitors.
– Update Imagery and Offers: Promote your unique scenery, whether it’s blossoming spring flowers or vibrant autumn leaves. Align pricing with off-season expectations, offering deals or packages that encourage longer stays and repeat visits.
Understanding your shoulder-season guests empowers you to create tailored experiences and effective marketing, setting your campground apart as a preferred destination beyond summer. Campers are ready to extend their seasons, make sure your campground is top of mind when they do.
At KOA, we’re committed to your success. We offer franchisees ongoing revenue management and marketing coaching, focused on strategies to capture opportunities like shoulder-season camping. By sharing best practices and fostering collaboration, we help ensure every KOA location is prepared for a successful, vibrant, and extended camping season.
Here’s to a successful 2026 camping season and shoulder-season!
For more details on KOA in Canada, please contact Matt Stovold at mstovold@koa.net