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 November Online Hotel Business Review

Feature Focus
Hotel Architecture and Design: Unique, Timeless and Memorable Design
With hotel refurbishments typically taking place every eight to ten years for the soft elements, and every fifteen to twenty years for public spaces and bathrooms, owners and investors rely on architects and designers to get things right. Their solutions must satisfy a targeted demographic, be aesthetically timeless and durable, and fulfill the market’s desire for unique and memorable design. From re-thinking guestroom configurations to constructing dramatic public spaces, an effort is being made to recast hotels as the highlight of any business trip or vacation. In that regard, many architects have chosen to make a striking first impression, with an emphasis on the hotel lobby. These areas are being designed as multi-use spaces to accommodate casual or formal talks, individual or group work, and zones for social activity. Creative space segmentation is required, along with furniture that provides comfort and functionality. More extravagant entrance features also include indoor waterfalls, large chandeliers and multi-media stations. The bathroom is also an area of interest for designers in recognition of guest desires to experience luxury beyond their everyday lives. Spa-like features such as en-suite bedrooms, waterfall showers, over-sized bathtubs, his & hers sinks, giant towels, plush robes, and deluxe beauty items provide the promise of indulgent luxury. Additionally, hotel restaurants can no longer afford to be mere providers of three meals a day and a buffet. Signature restaurants are being designed to offer a genuine "wow" factor to both guests and external patrons alike. Along with sustainability concerns and an increased emphasis on local sourcing, these are some of the subjects in the fields of hotel architecture and design that will be explored in the June issue of the Hotel Business Review.