Company: Kampgrounds of America, Inc. Billings, MT
Company Description: Kampgrounds of America, Inc. (KOA) is the leader in outdoor hospitality. With over 60 years of experience, KOA encompasses 500+ franchised & company-owned campgrounds across North America. The company’s mission of 'connecting people to the outdoors and each other' is visible throughout its three KOA brands and upscale camping brand, Terramor Outdoor Resort, welcoming millions of campers each year.
Nomination Category: Thought Leadership Categories
Nomination Sub Category: Thought Leader of The Year - Consumer Products
 Nomination Title: Driving Innovation and Transformation: Toby O'Rourke’s Thought Leadership in the Outdoor Hospitality Industry
- Which will you submit for your nomination in this category, a video of up to five (5) minutes in length about the achievements of the nominated organization since January 1 2023, OR written answers to the questions for this category? (Choose one):
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers for your submission, you must provide an answer to this first question: Briefly describe the nominated individual: history and past performance (up to 200 words):
Total 198 words used.
Inspired by her company's mission of "connecting people to the outdoors and each other," Toby O'Rourke is a thought leader for travel and outdoor hospitality.
As president & CEO of Kampgrounds of America, Inc. (KOA), O’Rourke leads the world's largest system of campgrounds, comprising more than 500 franchised and company-owned locations across North America. Under her leadership, KOA expanded its hospitality offerings, including Terramor Outdoor Resort, a glamping venture in Maine. Recognized as an industry pioneer, KOA is also a trusted resource for data and insights, publishing the annual Camping and Outdoor Hospitality Report for over a decade.
Fueled by her unique professional experience in digital marketing, brand management, technology consulting, business architecture, and software development, O'Rourke has pushed the organization to be at the forefront of industry change and modernization since joining KOA in 2011. She initiated an ongoing cross-functional effort, Campground of the Future, to re-imagine camping and introduce new concepts and technologies to the business.
Before becoming CEO, she served as the company's chief operations officer and senior vice president of marketing. Before KOA, she held positions in consumer products at WhiteWave Foods and Sara Lee Corporation, and consulting at Deloitte and STA Group.
- If you are providing written answers for your submission, you must provide an answer to this second question: Outline the nominee's thought leadership achievements since January 1, 2023 that you wish to bring to the judges' attention (up to 250 words):
Total 250 words used.
Under O’Rourke’s leadership, the Camping & Outdoor Hospitality Report (COHR) has become instrumental in analyzing shifts in outdoor hospitality and travel. Over the past decade, the report has grown into a comprehensive resource for understanding camping’s transformation from a leisure activity to a leading travel sector. Guided by O’Rourke’s vision, the report has been adapted to reflect broader trends, such as the increasing diversity of campers and the rise of glamping.
Building off successes of previous reports, KOA introduced supplemental reports to further enhance the COHR series over the past two years. These reports provide timely insights into emerging camping trends and shifts within the industry, addressing seasonal changes, sustainability trends, and evolving consumer behaviors. Topics covered include accessibility in travel, economic impacts, campground modernization, and the rise of glamping. By offering actionable data, these reports provide industry stakeholders with relevant, up-to-date information. This expansion of the report series solidifies O’Rourke’s commitment to providing the outdoor hospitality sector with innovative thought leadership, positioning KOA as a trusted, data-driven leader in the industry.
O’Rourke was invited to share her expertise at the prestigious Outdoor Recreation Roundtable in Washington D.C. where she leveraged insights from the COHR championing the vital role of outdoor hospitality in the travel industry. Over the past two years, she has become a prominent tourism advocate, delivering keynote presentations at hotel industry conferences and travel accessibility conventions. Drawing on KOA’s groundbreaking research, O’Rourke has highlighted the transformative impact of outdoor travel and its growing accessibility for diverse audiences.
- If you are providing written answers for your submission, you must provide an answer to this third question: Explain why the achievements you have highlighted are unique or significant. If possible compare the achievements to the performance of other players in your industry and/or to the nominee's past performance (up to 250 words):
Total 247 words used.
Toby O’Rourke is a visionary in outdoor hospitality, orchestrating the COHR into a foundational tool for the industry. The report was the first of its kind in the industry. Unlike other sector reports, which often focus on isolated trends, under O’Rourke’s leadership, the COHR series captures significant shifts and trends, enabling the outdoor hospitality industry to understand and adapt to evolving consumer demands. Her direction has positioned KOA’s research arm as an industry resource, allowing organizations to make actionable business decisions.
Understanding that research is only as valuable as its application, O’Rourke uses COHR insights to improve KOA’s business, using data to create more opportunities to connect people with nature. In 2020, under O’Rourke’s direction, KOA opened Terramor Outdoor Resort, a luxury outdoor resort in Bar Harbor, Maine. Terramor is an accommodation-only resort, encompassing 64 safari-style tents with full-ensuite bathrooms and elevated amenities. The concept came directly from findings in the COHR, which highlighted the growing interest in glamping. Today, Terramor averages nearly 80% occupancy seasonally and has a 72 Net Promoter Score.
O’Rourke’s vision of a more sustainable and accessible future for outdoor hospitality has distinguished her from her industry peers. Challenging her team to build a LEED-Gold certified corporate headquarters and pushing to establish Terramor as a SITES-Gold certification, making it the first existing landscapes project to receive such a designation. In addition, she has used findings from the COHR’s accessibility reports to push initiatives at campgrounds, such as Autism certification programs and mobility-friendly sites.
- You have the option to answer this final question: Reference any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 52 words used.
Toby O’Rourke LinkedIn -https://www.linkedin.com/in/tobylorourke/
Camping & Outdoor Hospitality Report - https://koa.com/north-american-camping-report/
Terramor Outdoor Resort - https://terramoroutdoorresort.com/
KOA LEED Gold Certification - https://www.koapressroom.com/press/kampgrounds-of-america-inc-shares-leed-gold-certificate-at-new-headquarters-dedication/
Terramor Outdoor Resort SITES Gold Certification - https://terramoroutdoorresort.com/field-notes/terramor-case-study-sites-for-existing-landscapes/
More material and bio: https://carmichaellynchrelate.com/hello/meet-ceo-toby-orourke/ Password: KOA
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