Gen Z Revolutionizes Affordable Travel in America

Camping, considered the quintessential travel choice that won't break the bank, has found a resurgence in popularity, especially among Generation Z.

An increasing number of today's campers are youthful adventurers. Though they seek cost-effective travel, they are not shy about spending more than prior generations during their journeys, per the latest Camping and Outdoor Hospitality Report from Kampgrounds of America (KOA) for 2025, unveiled just this past Wednesday.

Toby O'Rourke, who leads KOA as its CEO and president, the largest network in North America of privately-owned campgrounds, revealed in a recent conversation with Business Insider that despite camping not quite reaching the levels seen during the pandemic, Americans have not abandoned their love for the outdoors, even with more travelers splurging on lavish international escapes and cruises.

O'Rourke noted the younger generations' role in propelling this growth is significant, with Gen Z and millennials comprising 61% of new campers last year.

KOA's findings also indicate a surge in camping expenditures, expected to climb to $61 billion by 2024. Gen Z campers lead the spending at $266 a day, surpassing other generations, while baby boomers spend the least at $134 per day. This difference may stem from the younger crowd either renting gear for specific activities or investing more in local culinary and cultural experiences.

Shifting Trends and Preferences in Camping

From 2020 to 2023, the camping boom was so pronounced during the pandemic that it significantly boosted KOA's fortunes, turning its proprietor, financier Oscar Tang, into a billionaire.

Fifteen years ago, when O'Rourke joined KOA, the client base was heavily weighted with baby boomers traversing in RVs. However, while many retiree travelers remain loyal, a younger demographic is increasingly contributing to the market, showing a marked preference for 'glamping,' or camping experiences that offer luxurious and unique accommodations.

According to KOA, the perception of camping as a budget-friendly option is held by 72% of campers, and O'Rourke assures that this value perception persists even amid economic challenges.

She emphasized that campers find greater value at campgrounds compared to resorts or hotels. To adapt to financial constraints, campers may opt to stay closer to home, reduce the duration of their trips, or replace pricier vacations with more cost-effective camping adventures.

Experts within the travel industry have informed Business Insider that travel demand is softening as economic uncertainty looms over summer. However, many Americans will adjust their travel plans rather than cancel them, choosing less expensive options such as road trips or national park visits.

The Rise of Glamping Amongst Gen Z

Gen Z campers are a driving force behind the increasing popularity of glamping, a trend that O'Rourke marks as a focal point for KOA, as luxury travel spend grows.

O'Rourke affirms that nearly every KOA site now offers some form of glamping experience.

Glamping generally involves camping that extends beyond mere basics by incorporating amenities akin to standard lodging, such as hotels. From grandiose tents with real beds to compact cabins, or imaginative structures like treehouses and yurts, glamping is diverse and appealing.

An example is KOA's glamping destination in Maine, Terramor Outdoor Resort near Acadia National Park, which boasts 64 canvas tents equipped with electricity, WiFi, portable heaters, and even noise machines for comfort.

In 2022, KOA opened 15 new campgrounds. Yet, as shared by O'Rourke, their focus now leans towards enhancing existing sites with more glamping facilities or specialty patio spaces for RVs. Her dedication centers on alleviating the barriers of camping, making it enticing for newcomers and seasoned campers alike.

"My concentration is aimed at simplifying the camping experience because if it's burdensome, people are less likely to continue," expressed O'Rourke. "We strive to keep modernizing our parks to align with the desires and expectations of both current and evolving campers."