KOA tackles the luxury market

The other outlet is our Terramor property in Bar Harbor, Maine. We’ve seen people looking for unique ways to experience the outdoors, an...

The other outlet is our Terramor property in Bar Harbor, Maine. We’ve seen people looking for unique ways to experience the outdoors, and not everyone is interested in traditional camping. We always felt there was something really special about where Terramor is, which was a former KOA campground. We don’t call it glamping. We call it an outdoor station. We have a lodge with catering service. We have tents with beds, comfortable linens and personal fire pits. Each tent has its own bathroom which is a big difference.

As in a resort, we have many activities. We have these beautiful telescopes and we bring in people to lead stargazing. We have yoga and Pilates. Our flagship is in Maine, so we do lobster cookouts once a week.

Although we didn’t operate in the luxury space, we were very confident in our knowledge of outdoor hospitality and knew we could create something in Terramor that would resonate. We considered a brand extension of KOA, but ultimately felt that a new brand made more sense. The brand is so well known and we’re building something really different.

Eighty-five percent of KOA’s business is in motor homes. When people see KOA campgrounds, they think of an RV campground. There are no RVs in Terramor. We wanted to bring clarity to our KOA campers. And we wanted to reach a whole new group of people who say, “KOA isn’t for me.”

The decision to create a new brand was also related to price. Our average rate for a KOA tent site is $42 per night, an RV site is $55, and a deluxe cabin is $137. The average rate at Terramor is $400 a night. In a camping experience, you bring your own gear. It’s rustic. You are not in a bed. Terramor is comparable to what you would see at the resort, and we offer resort amenities.

We will be ready to announce three to five new Terramor properties this summer. After that, I think we’ll get to the point where we’ll announce one to two new resorts a year.

All Terramor properties will have several key features, including a central pavilion with food service, nature-inspired pool, group fire experience, pavilion and fenced dog area. Our accommodations all have private tent fire pits and we offer free firewood. We are also setting up a space for massages in our current property, and this will likely expand to future properties.

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Newsrust - US Top News: KOA tackles the luxury market
KOA tackles the luxury market
Newsrust - US Top News
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