The Cure for Cabin Fever: Embracing the Great Outdoors
With travel plans disrupted by the ongoing pandemic, many are turning to the outdoors as a popular alternative. A late-April 2020 survey by Kampgrounds of America (KOA) revealed that 41% of campers were still planning to go on their trips. Discover how people are seeking solace in nature and finding a remedy for cabin fever through camping and outdoor adventures amid these challenging times.
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Presentation Transcript
The Cure for Cabin Fever With the pandemic still affecting travel plans, the great outdoors is an increasingly popular alternative for many people. According to a late-April 2020 survey from Kampgrounds of America (KOA), 41% of campers were still expecting to take their planned trips. Another 22% of surveyed campers said they had cancelled their trips, 10% said they were likely to cancel, 13% had postponed or were likely to do so, 9% were uncertain and 5% either had no plans or hadn t yet planned a camping trip. Once the pandemic ends, 16% of all leisure travelers said they were likely to choose a camping trip, compared to 11% pre- pandemic. Campers said their camping trips would increase 50% from pre- (12%) to post-pandemic (18%).
Camping with Caution and Safety Although a majority (57%) of KOA survey respondents said they would go camping within a month of fewer restrictions in their area, the uncertainty of work (33%) and their financial situation (26%) were the top two reasons their camping trips may be limited. Despite the open spaces of the outdoors, campers said they would camp with fewer people during 2020: 31% with two people, compared to 25% during 2019, and three to five people 36% and 41%, respectively. Because of the pandemic, the KOA survey found more campers were likely to be interested in different camping experiences, with the top three: become a full-time RVers or live the van life 39%, glamping 38% and backcountry/backpacking 37%.
Glamping Is Camping with High Style The KOA survey cited on slide #1 revealed glamping (glamourous camping) is a new experience many people would choose. A July 2019 KOA survey found 30% of respondents said they had glamped: both glamped and camped 26% and glamped, but not camped 4%. Because of glamping s upscale appeal, 42% of respondents told KOA they prefer cabins, 14% tree houses, 10% yurts and 9% tiny homes. Smaller percentages are interested in roughing it, or canvas/ safari tents 7%, covered wagons 3% and teepees 3%. As with general camping, glampers primarily seek relaxation (80%) and to escape the stresses of everyday life (79%); however, immersing themselves in nature is almost as important, at 74%, and 69% want the freedom to let loose.
A Glimpse at Glampers Larger percentages of KOA survey respondents had not glamped previously campers 38% and leisure travelers 33% creating a significant retail opportunity, especially since young adults are the primary glampers: Millennials 48%, Gen Zers 12% and Gen Xers 28%. Almost half (45%) of glampers were couples with children, while just 21% were couples without children, 18% single without children and 16% single with children. By ethnicity, Caucasian Americans were the largest group of glampers, at 58%, with African Americans 15%, Latinx Americans 12%, Asian Americans 9% and others 6%. Glamping facilities and camping retailers also have opportunities to market to these audiences.
RV Industry Update Media Group Online s annual RV/Campers Market Profiler was written during January 2020 prior to the pandemic. Much has changed in the industry since then. While February 2020 shipments to dealers increased 1.9% YOY, unsurprisingly, March s decreased 20.3% YOY. As manufacturers and suppliers factories and assembly plants and retail dealers stores closed, April s total shipments decreased four times as much as March, at -82.1%, with all major types also declining by at least 80%. Mirroring the results of the KOA survey cited on slide #1, a May 2020 Ipsos survey of consumers travel plans found 25% said they expected to take an RV-type trip during the next 12 months. Industry analysts think the RV season will extend further into the fall.
RVers Are Still Ready to Hit the Road Thor Industries 2020 North American RV Consumer Survey Report revealed 48% of the 19,393 current and prospective RV owners it surveyed said they have planned their vacations for October, another indication the RV season will be extended. The survey also found 80% of respondents are planning a 2020 RV vacation, with 40% stating they plan to go RVing as much as 2019 and 39% said they were likely to go RVing during the remainder of 2020. The May August period was when 50% of survey respondents said they were most likely to purchase an RV. Those living in the Southeast region over-indexed 22% for the purchase of a Class A motorhome while those in the Midwest region over-indexed 32% for fifth wheels.
Advertising Strategies Like other outdoor activities, camping may extend further into the fall than other years, which means sporting goods stores, camping specialty stores and local campgrounds are likely to generate foot traffic and sales (or e-commerce sales) with a robust ad campaign. The glamping craze could be even a greater opportunity for camping-related retailers, as this target audience typically have children, are more affluent, have likely retained their jobs and have the means to escape the drudgery of staying indoors. With Millennials the largest group of outdoor consumers and are more likely to camp as a group, promote a succession of deeper discounts for Millennials in the same shopping party, according to how many of them make separate purchases of a qualifying amount.
New Media Strategies To connect with the glamping crowd, research and contact nearby glamping sites and offer to cross-promote in social media posts. Camping-related retailers can offer a site discount for a qualifying purchase of equipment and vice versa by the site. Because of the pandemic, more campers want the isolation of backpacking. Camping-related retailers can create a series of social media posts, preferably short videos, of local backcountry location for backpacking and promote the appropriate gear in those posts. Camping-related retailers can use the list of equipment and accessories on page 4 of the Profiler to create separate short videos hosted by store associates, explaining the products and specifically highlighting the benefits of them to campers, especially first-time campers.
