AGA Member Spotlight: Whitney Scott
Whitney Scott is the SVP, Strategy for Kampgrounds of America and the Chief Operating Officer for Terramor Resorts. Kampgrounds of America is the world's largest system of privately held campgrounds with more than 500 locations across the United States and Canada. Terramor Outdoor Resort is the latest hospitality concept from KOA, which blends the aesthetics of nature with the comforts of an upscale resort. Terramor opened its first property in 2020 in Bar Harbor, Maine, on the footsteps of Acadia National Park, and has already seen exceptional Net Promoter Scores (NPS), a marker of guest satisfaction.
A Montana native, Whitney received a degree in public relations from Boston University while concurrently earning a gemology technical degree from the Gemological Institute of America. She went on to receive an MBA from the University of Montana, after which Whitney honed her marketing skills working for a variety of diverse businesses including The International Diamond Exchange and TerraEchos. In 2013, she joined KOA, quickly rising through the ranks and was named CMO of Marketing in early 2021 and COO of Terramor Outdoor Resort later that summer. Whitney has been instrumental in the concept and launch of Terramor Outdoor Resort.
Q: Tell us a bit more about why you started a company in the glamping industry.
A: KOA began the process of building the Terramor brand in 2018 through a research project. We were evaluating how our KOA Campgrounds fit into the “glamping” trend and realized that there were different market segments interested in and active in glamping. Within the glamping segment alone, there were multiple markets. For example, we found there was a type of glamper that considered glamping as staying in an RV or rustic cabin, while another segment wanted a unique accommodation-only experience. Even more, that second demographic considered glamping and camping two very different things. Our KOA campgrounds meet and deliver to that first segment, but we recognized there was an opportunity to provide outdoor experiences to the latter segment. We knew our long history in outdoor hospitality could exceed the expectation of that second group, we just needed to design that experience. Fortunately, we had two company-owned campgrounds on Mount Desert Island near Acadia National Park. One of those was underutilized because of the proximity of the two properties and the more popular campground being on the water. From there, we started building the site and the brand. Within a couple years Terramor Outdoor Resort // Bar Harbor opened and we’ve never looked back.
Q: Tell us a bit about where your glamping business is today? Where do you see your business in the future?
Today, Terramor is thriving as a property. We reached an 80% occupancy for our 2022 season with an NPS (Net Promotor Score) of 82! We have a great, albeit small, team, from our marketing to our operators, whose combined work accelerates our reputation. We continue to see demand and market expansion outside of where we had initially focused our efforts. Additionally, we have tailored the resort since opening to really meet the needs of the Terramor guest, creating a truly authentic and immersive outdoor experience. For instance, we have an “outdoor concierge” called the Outfitter. This role allows our guest to customize their experience, whether from adventure-seeking to education-orientated to foodie-focused. Terramor provides more than just an accommodation but a full experience, which is why we call it an Outdoor Resort, and the Outfitter can help you plan a uniquely curated escape.
Over the past two seasons, we have really evaluated the market, our build and our ability to expand. The future definitely holds more Terramors. There is a healthy appetite from leisure travelers for glamping, and our research shows that interest is growing. According to our North American Glamping Report 70% of leisure travelers have heard of and/or actively glamped in the past and 1-in-5 leisure travelers plan to glamp in 2023 alone. We feel that Terramor is well-suited to be a more nationally-known and experienced brand. We are actively working on new developments and are excited to share those this year.
Q: What are you most excited about within the glamping industry moving forward?
The industry is still very green. There is a lot of potential for market expansion and customers are hungry for it. What I love is the robust interest from families and groups. Nearly 75% of leisure travelers interested in glamping have children in the households. Even more impressive, 40% of families who have glamped plan to make glamping a part of their regular travel plans. We are also seeing a rise in group travel and glamping is primed to provide group travelers with what they are looking for. Our thoughtful accommodations provide more opportunity for collective lodging and private group experiences, like campfires!
My personal excitement is that our industry is based in providing outdoor access. Over the past few years, more people are realizing the importance of getting outdoors, regardless of being “outdoorsy.” Glamping can be an entry point or an easy way for people to get outdoors in a comfortable fashion. As long as our industry consistently can provide access and elevate the outdoors within our locations, I don’t see this “trending out.”
Q: Do you have any advice for those that are just starting out?
Do your homework. From understanding the market to locational build provisions to evaluating operating systems, data-driven decisions are always the best. Sometimes jumping in too quick or making decisions as they come can come back to bite you. There are a lot of good resources to help you, such as our North American Glamping Report or being a member of the AGA and utilizing its resources to name a couple.
