Business & Finance

KOA Campground Staff to Receive Service Training

BILLINGS, MT / HORSHAM, PA, August 24, 2006. For decades, experts in the hospitality business thought all it took to bring customers back to their doors again and again was a nice facility in a good location.

That mindset changed at Kampgrounds of America two years ago, when camper research found that the vast majority of campers returned to their favorite KOAs primarily due to the great service they received from the staff and owners at each KOA campground.

"It became very clear to us that the best way for us to create loyal KOA campers was to ensure that the staff at the campground was trained to provide a great experience for the camper, each and every time," said Jim Rogers, President and CEO of Kampgrounds of America Inc.

To make that happen, KOA partnered with LRA Worldwide, Inc., of Horsham, Pennsylvania, to create KOA's new "Making It G R E A T" Program.

"KOA had already established its 'Great People. Great Camping.' branding message with its franchise owners and campers, so developing a program that franchise owners could use to train their staffs was a natural next step," said Constance Bille, M.Ed., Director of LRA's Organizational Development and Training practice. "KOA has embraced the opportunity to create a service culture to support the KOA brand and really stand out from the crowd within the camping industry."

KOA and LRA designed the new training program in response to guest surveys that indicated that a positive, engaging experience with a campground's staff led campers to seek out other KOA campgrounds during their travels. The new training includes specialized training materials, guides, videos and workbooks written to ensure all staff members at the more than 450 KOA locations in North America receive the same high-quality customer service training.

"This is really the first time this level of training has been attempted in the campground industry," Rogers said. "And it dovetails nicely with our effort of the past two years to raise our brand awareness among campers by having all staff members wear our bright yellow KOA shirts while working on the campground and interacting with guests. As the training becomes an ingrained part of the KOA service culture and brand, its impact will grow exponentially each year."

"KOA's research, coupled with the "Making It G R E A T" program, will give KOA franchise owners the opportunity to better understand how to drive the great guest experience that KOA campers expect from the folks in the yellow shirts," Rogers said.

Coming Up In The August Online Hotel Business Review


Feature Focus
Food and Beverage: Investing to Keep Pace
After five harrowing years of recession and uncertain recovery, revenues in the hotel industry (including food and beverage) have finally surpassed the previous peak year of 2007. Profits are once again on the rise and are expected to advance for the foreseeable future. The consequence of this situation means that hotel operators now have the funds to invest in their food and beverage operations in order to keep pace with rapidly changing industry trends and the evolving tastes of their hotel guests. One of the most prominent recent trends is the “Locavore Movement” which relies heavily on local sources to supply products to the hotel restaurant. In addition to fresh produce, meats and herbs, some operators are engaging local craft breweries, distilleries, bakers, coffee roasters and more to enhance their food and beverage options, and to give their operation a local identity. This effort is designed to increasingly attract local patrons, as well as traveling hotel guests. Some hotels are also introducing menus that cater to both the calorie and the ingredient conscious. Gluten-free, low-cal and low-carb menu items prepared with fresh, seasonal ingredients are available to more fitness-minded guests. Another trend is placing greater emphasis on “comfort” and “street” foods which are being offered in more casual settings. The idea is to allow chefs to create their own versions of these classic recipes, with the understanding that the general public seems to be eschewing more formal dining options. Finally, because the hotel lobby is becoming the social epicenter of its operation – a space which both guests and locals can enjoy – more diverse and expanded food and beverage options are available there. The August issue of the Hotel Business Review will report on all the recent trends and challenges in the food and beverage sector, and document what some leading hotels are doing to augment this area of their business.