Latest / Suite Spot: A Hotel Marketing Podcast / 211 – TMG Hospitality Trailblazers: Kim Wootteon
Transcript
- Ryan Embree: Welcome to Suite Spot, where hoteliers check in and we check out what's trending in hotel marketing. I'm your host, Ryan Embree. Hello, everyone. Welcome to another episode of The Suite Spot. This is your co-host, Ryan Embry. Cassady Quintana: And I'm your co-host, Cassady Quintana. Ryan Embree: We're excited to have you here with us for another edition of our TMG Hospitality Trailblazers series. We've been running this series for quite a while, paving those management companies, individuals that are paving a way into the future for hospitality, which feels like is changing on a weekly basis. I've been really looking forward to this episode. A familiar face and voice with us. It's the first time you're joining us virtually. Kim Wootteon, Senior Vice President, Commercial Strategies at Kampgrounds of America. Kim, thank you so much for joining us back on The Suite Spot. Kim Wootteon: Yes, it's great to see you both. Thanks for having me today. Ryan Embree: Yeah, we're gonna have a super fun conversation. You have an incredible brand. We can't wait to jump in. But before we start talking about Kampgrounds of America and KOA, I wanna start because we missed it when we were in Arlington at the Digital Transformation Summit of getting a little bit about your hospitality background and journey that led you to such a cool position at KOA. Kim Wootteon: My kind of career path has been quite interesting. It's really led to the role I have today. So the first 12 years of my career was spent in retail. And for all of you millennials, I started with PacSun. I was an OG, skate and surf lifestyle fanatic. And I worked in retail for 12 years and really learned operations, marketing, and quite frankly, leadership. PacSun was a really great people-centric company. And it's really where I got my foundation for leadership and my drive for results. And then I transitioned for retail into the more traditional hospitality sector and worked for four years with Marshall Hotels and Resorts, leading sales, marketing, and diving into revenue management. And then was recruited by a company called Bluewater Development, who was really pioneers within the outdoor hospitality industry and very traditional owners in the indoor hospitality industry. So great experience. I was introduced to KOA with them and the entire glamping and camping sector of hospitality, which was super exciting. And then also got to work with some really great brands such as Marriott and Hilton and IHG and independent properties, independent campgrounds. It was quite an eclectic mix of properties, that I got to support in sales, marketing, and revenue. And I joined KOA about five years ago, leading marketing at the local level. And in 2022, we established the commercial strategy team at KOA, and, I now oversee revenue management, local marketing or field marketing, retail, distribution, and sales across the entire KOA portfolio, both our owned assets and our franchise locations, and support for KOA, Inc. as well. Ryan Embree: So this is why I love this question so much, because we get such an eclectic melting pot of backgrounds of hospitality professionals, maybe starting in retail. I hear F&B a lot recently. And then you go from the brands, you go, outdoor hospitality, and you get this big melting pot, and it kinda defines who you are as an industry professional, but also gives you, I think, an appreciation of some of those other places that you've been or even properties which can span from the giant resorts that we've seen all the way to, maybe it is a campsite where it's a lot more local and kinda community and, and tight-knit feeling. Kim Wootteon: Absolutely. Absolutely. I've enjoyed my journey. It allows me to bring perspective to the work we do every day that is unique. And we've done a really great job at KOA of hiring a team of leaders and a team of people, in the field with really diverse backgrounds, which I think is a great compliment to the diversity across our portfolio. Cassady Quintana: Yeah, I think it's interesting because you talk about this new team that you guys have created at KOA and the things that you're developing and introducing into this outdoor hospitality. But for our listeners who may not know too much about KOA, we have a lot of hotel listeners. So if you can just give us a little bit of background about the brand and how it's found its way to becoming one of the number one outdoor hospitality leaders. Kim Wootteon: So KOA was founded in 1962 by Dave Drumm in Billings, Montana. He saw this surge of travelers heading to the world's fair in Seattle, and he opened the Billings Campgrounds, on his property along the Yellowstone River. And today, Kampgrounds of America is the largest system of privately owned campgrounds across the US and Canada with over 500 locations. We have 50 locations that are owned and operated by KOA, and 450 plus locations that are franchised. It's a really interesting segment or vertical within the hospitality industry. Incredibly diverse portfolio, incredibly diverse guests. And we're really fortunate to be the leader within this segment of the industry. Ryan Embree: And we mentioned at the top of this episode, this is our TMG Hospitality Trailblazer series. Now, I don't think there is a much more fitting brand than KOA as far as being a trailblazer when you, when you think about that term, but I've been surprised to learn from getting to know you and the KOA brand of the different modern way that we kind of talk about trailblazers in our industry. And so, Kim, you and your team have been doing some incredible work. We're gonna mention it in this episode, but what do you think makes the Kampgrounds of America brand a true embodiment of trailblazers and trailblazing in our industry right now? Kim Wootteon: It starts really with our vision at KOA. And our vision is to be the world leader in defining and advancing the business and experience of outdoor hospitality. And that's been a focus for our company for years. We have taken a really unique approach to, I'd say, the traditional hospitality industry. We understand camping, we understand hospitality, and we are really committed to being the leader within not just the outdoor hospitality space, but the overall hospitality space in general. And it really starts with knowing our guest. And we are fortunate. We have tons of first-party guest data. We have years and years of history. And we're known in our segment of the industry for the research we do to really better understand our guest and how our guest changes and what they expect. So it's a really unique advantage. And the research we provide is not just for KOA and our franchisees, but it's for the entire industry. And trailblazing shows up in a variety of ways, almost every decision that we make as a brand. So from the guest experience standpoint, we're launching a new koa.com website that's really powered by AI and focused on personalization and trip planning and flexible cancellation policies and the guest's ability to manage reservations. So some of the more traditional things that you would see in the hospitality industry, but with some unique features that are custom to how guests like to camp. From an organizational structure standpoint, we have a commercial strategy team, which we really are the only one in the industry that has a full commercial strategy arm. And we have an AI team. We built our AI department at the beginning of this year, and that team continues to grow and really focus both internally and externally on how we can use AI to enhance the employee experience and the guest experience. And then within outdoor hospitality, technology has kind of always been a little bit of an opportunity. We don't necessarily follow some of the mainstream tech choices that you see in indoor hospitality. So our focus has really been how do we align with what works well within indoor hospitality? We've been exploring OTA integrations and an RMS integration and enhanced text messaging capabilities and housekeeping modules to help operations be more efficient. It's about really how can we be the first in the outdoor space to align most closely with what works in indoor hospitality, and then try to address the points of friction where we can that are really unique to outdoor hospitality. Cassady Quintana: I love that you mentioned this balance of outdoor hospitality and what that means to people, but also finding those opportunities for technology because that is the trend these days, right? Is AI this, AI that, and how can we bring in that technology? And we know that KOA has built such a recognizable brand in outdoor hospitality. So how do you guys find that you're balancing and maintaining what Dave built back in the '60s, that trusted legacy of what KOA is with continuing to try and attract a younger generation or maybe people that have never been camping before? Kim Wootteon: It is a really fine balance that is not easy. We truly work at it every day and we're really, really fortunate to have such a legacy brand and such a trusted brand. And so it's really this balance of how do we stay rooted in our core values and our mission with connecting people to the outdoors and each other while meeting guest expectations for who the camper is today? And so, we see participation in camping across all generations, which is really fascinating. In 2025, participation among adults, 65 or older, reached its highest level in eight years. So we're seeing this rebound in the boomer population. 25% of all new campers in 2025 were boomers. And at the same time, younger generations, particularly millennials, continue to make camping a really meaningful share of their leisure travel. So it's this ongoing challenge of how do we attract and retain campers? It's the same challenge everybody has in our industry. And then keeping existing campers and getting new ones to come back. It's really that frequency question. We've seen some shifts in frequency over the past several years. Our more legacy campers used to take two, three, four trips a year. And we're seeing that frequency diminish slightly. New campers come and experience it. And maybe don't, maybe don't camp again in the same year. It may take one camping trip a year. So that's a unique challenge our industry is navigating. But we do a lot of research to understand what inspires each generation to camp, and we work really hard to deliver memorable experiences to keep them coming back. But I think the thing that is consistent across all generations and what really matters most to campers, whether they're new or they're legacy campers, there's some core foundational items that we really pride ourselves in across the KOA system. So safety and security is one, cleanliness and quality. We have a really rigorous quality assurance program, and we visit every single campground every single year to ensure each campground is meeting quality assurance standards. And we're okay to say goodbye to those campgrounds that maybe aren't meeting our standards. Campers are looking for some self-guided recreation. So if they want to be in the outdoors and really utilize their time as they see fit, the amenities and the recreation continue to play a critical role in that decision-making process. Pet friendliness is really critical and so many people in outdoors love to camp with their pets. And so it's vital that all of our properties be really pet-friendly. And we have pet-friendly accommodations, pet walks, and camp canine parks. Pets are, are really an extension of our guest base, truly. And then basics like clean laundry, clean restroom facilities, clean laundry facilities, all the essentials that are needed for a great camping experience. Ryan Embree: You definitely have the advantage of a memorable experience on your end, right? I think that has been the knock on the indoor hospitality space, is that sometimes it's your hotel stay or experience there might not be the most memorable part of a trip versus camping feels like something, if done right, and the quality is there, that is a memory that's not just gonna stick with you for a year that you might just tell a couple people about, but maybe decades. Maybe it becomes a family tradition, and I'm sure you have some incredible stories to share there. But as I mentioned at the top of this episode, Kim, we had the pleasure of meeting you in Arlington, Texas at the Digital Transformation Summit and Hospitality and Hotels. And again, from what I knew about Kampgrounds of America then and what I know now, it was like kind of one of those spaces where I was like, "Well, I wonder, I wonder what KOA is doing in this space." And then I got to hear your keynote and I was blown away. But it was also one of the most fascinating conversations I had at that event because of the relationship with technology where some of your guests might be looking for an escape from that technology while others kind of see it as this is the baseline and maybe WiFi isn't a tech- technology to them. Maybe that's just a standard for them. So it's so interesting. It's fascinating. I'm sure it's that balance what you're talking about, Kim, but you also have to balance between the guest and you also have 450 franchisees out there, right? And you're an owner yourself of 50 properties. So I wanna get into both of those kinda spectrums. One is, what are you seeing the guests, their relationship with technology when it comes to KOA? And then maybe you can speak to the owner side of it, of are you hearing owners wanting to implement more technology or are they kind of resisting that when you're saying, "Hey, let's start to look at these new kind of maybe fancy technological updates." I know there's a packed question there, so. Kim Wootteon: Yeah, no. And lots to unpack within that question. So let's start with the guest first and really the unique expectations that come from our campers. And while historically, camping has been a way of a form of leisure travel where you can kind of disconnect from everything that's going on in daily life and really spend time in the outdoors, nearly half of all campers, about 47% site wifi as very important. So we have learned over the years that wifi is a utility. It is not an amenity anymore. It is a price of admission expectation for campers. Technology and remote work is still shaping camping behavior. And then Gen Z is the most likely to work while camping. So, we cater our experiences to every generation. And so Wi-Fi becomes a critical, critical component. While we've seen a slight decline in work camping, with people going back to the office and those just individual changes, it's still really important. And it, what's really unique is new campers, and again, kind of new campers, 25% of all new campers last year were boomers. So when we think about new campers, they are more likely than experienced campers to prioritize connectivity. So about 50% of new campers versus 43% of experienced campers. So access to technology directly influences length of stay and the experience. So we have focused heavily on tech and not just wifi at the campground, but how technology is used throughout the guest journey. Have we made it really easy for them to book and find the campground that meets their experience expectations? What's the communication with the guests look like pre and post, or pre-during, quite honestly, and posts say through text messaging or, or other forms of technology? How easy can they find their site? Just all of those simple things where tech is a really great way to create efficiencies in operations, still have really, really connected touchpoints, relationship-wise, because I think that is, one of the most critical pieces of outdoor hospitality is the relationship our owners build with their campers. And then can they connect while they're on site? And for those who don't want to connect and really wanna disconnect during their stay, have we effectively marketed those sites that are best for them to stay in? Have we created connectivity zones where if they do choose to connect, there's a place on the campground that is best for that, and the rest of the park could be more of a disconnection zone. So really thinking about how a camper is using the space. On the flip side, our owners, this has been an interesting challenge and journey. Just like our campers, our owners are incredibly diverse as well. We're really blessed. And I think this kind of lends to the success of our legacy brand. We have legacy owners within the KOA brand. We have franchisees that have been in the system for 50 and 60 years. They've been here since the beginning, and that ownership has passed down through generations, which is really rare to find across our industry today. We have a lot of individual owner operators that, they gave up their careers as nurses and as architects, and they follow their passion for the outdoors, and they built and own, decide to buy a campground and and be entrepreneurs. And then we have a lot of investors coming into our space, that are diversifying their portfolio. They have hotels, like that public storage and outdoor hospitality is just a natural transition in their portfolio diversification. So the diversity amongst our owners is a unique challenge when it comes to technology. And then across multiple, age demographics as well. So from a wifi standpoint, we make it a requirement. It is now part of our quality assurance. We incentivize our owners to deliver really great wifi. We have a wifi royalty incentive program, and they can receive reduced royalties for a select period of time if their wifi meets certain standards. We believe it's that important to the guest experience. And then really from tech adoption, I think that's where we see some of the larger pieces of friction as our industry evolves and we're constantly trying to balance the expectations of the guests with the needs of our owners and operators. Things like a couple years ago, we were getting ready to launch online reservation management. Okay, I can, I can book, I can change, I can cancel my reservation all on my phone through the app or otherwise. And then was faced with quite a bit of resistance because it was different and it was new and it took some of the control out of the hands of the owner. And so different components of that have kind of made it out to the public, and then there are some key components that have not quite made it out yet. So it's really that balance of how do we meet guest expectations and owner expectations? But at the end of the day, we do have the responsibility to ensure our brand stays profitable and our owners are profitable. And so sometimes we do have to make those decisions that may not be as favorable to our owners, but are truly the best decision for the business. And it comes down a lot to training and education and really making sure they understand. So we have a great learning and development team, great communications team, a great project team that really ensures all of these initiatives come to fruition in the way they need to be successful. Ryan Embree: Well, and you also have, like you said, 50 properties that you own and manage, which I'm sure is a great kind of sandbox that you can play before you roll something out across the entire brand. But to put this in perspective for our listeners, you just mentioned that maybe there was some resistance to the online bookings that you were talking about, all the way to the owner that you were talking to me. I had to bring this up again, that there was drones bringing firewood to campsites at your property, right? So, I mean, that is the spectrum that you're talking about. And I think that also is on the guest side. And that's why probably, you and your team do such a great job of keeping your ear to the ground with these guests and constantly staying. I thought it was a fascinating stat that you talked about, Kim, where you're saying that the first time campers are expecting more tech than maybe your returning campers or campers that have done that before. And I think that is a, it's a telling statistic of, "Hey, we're gonna try this for the first time. We're gonna go camping." And they're coming to the camping site and being like, "All right, well, where's the plugs and where's the, the wifi and all that stuff?" Versus the campers that have been there have been like, "Oh, you, you're camping. What are you talking about?" So interesting. Kim Wootteon: It's a fun challenge. Cassady Quintana: I'm glad you mentioned that because when I think about it from a marketing perspective, you've talked about the different types of guests. You also have diverse owners, but you have diverse guests. When you think about hotels in the hotel industry, a lot of them have their niche and what they expect their demographic to look like when they come visit them. And so they can kind of cater that marketing a little bit better. But you have people ranging from children all the way up until boomers, and so they're all expecting something different and they all want it to be exactly what they want. So when I think about it, I'm Gen Z, and this outdoor hospitality thing has really started to become a big thing for us. Like, whether it is because we wanna fully disconnect everything is too technologically advanced now, or I want a little bit of the best of both worlds. I wanna feel like I'm in nature, but also I can check my Instagram later if I really need to. So when you guys think about that from a marketing perspective, what do you think is driving that Gen Z interest, but also how do you develop a marketing strategy so that you can connect with those new campers and that, that younger generation? Kim Wootteon: Oh, my gosh. It's a nonstop kind of everyday challenge that our teams work through at both the national level. How do we really connect the brand to people? I mean it's so much of the success of our brand, and really camping and outdoor hospitality in general is built off of some, like, this emotional connection to nature and this desire to be outdoors. And how do we be part of that journey? And how can we be a catalyst to creating that experience for people, whether it's their hundredth time camping or their first time camping? And there's so many different tactics and strategies, within the marketing space that are available to us now. And it's constantly evaluated with AI. We are traditionally rooted in SEO, and now we've got GEO to adapt to. But the Gen Z population within our camper mix is about 13% of all of our campers, as of 2025, and had been up to about 25% of our camper mix in 2022. So a really significant portion of all of those people that are participating in camping are in that Gen Z demographic. And it really comes down to doing a lot of research and understanding, what motivates people to connect to a brand, what's important to them, whether it's sustainability or looking at the health benefits from being outdoors, whether it's the thrill of trying something new and really adventure-seeking, whether it's we camped with our parents as kids, and we wanna try it again as adults. And the value proposition for, especially Gen Z is not to that point in life where you're fully invested and you have a ton of disposable income. And so camping has always been a really affordable way to travel and leisure travel and experience and see things. So it's this balance of how do we connect with each generation on the right channel? Social media plays a really critical role in our marketing strategy, having a presence across multiple platforms, Facebook, which tends to cater to a little bit more of our Gen X and baby boomer population, TikTok, Instagram, other channels for Gen Z. So social media plays a really key role, and we've seen a huge insurgence of social media conversions in our marketing strategy over the past several years. And then the technology piece of some of our generations like to pick up the phone and call and ask questions about their stay. And then others really just wanna be 100% booked online, make all of their change, and make all of their choices without any human connectivity. So finding that balance. But the, the Gen Z demographic is really fascinating. And I love watching how they use campgrounds. We see a lot of Gen Zers use campgrounds as that hub for all of their outdoor adventures, really wanting to spend time in nature and are utilizing a campground to facilitate that experience. Ryan Embree: This question is certainly resonating with me. I'm a little bit older millennial. I have a two and a five-year-old. And I remember camping as a kid. I wanna take my kids, but I also do not want to just maybe stay in a tent and not have any sort of. So, I want, I want that, that nice little balance of, yes, we are camping, but we might be going into a nice air-conditioned cabin or lodge, and we might be able to still watch a little TV. But I think it's fascinating what we're talking about, because that's exactly it. And Gen Z, they're great storytellers. Let me tell you about marketing. They'll do most of your marketing for you if you put them in the right position, especially on Instagram and TikTok. Kim Wootteon: I'm really fortunate on my team. We have a really diverse team as well. And I have, I have kind of boomers and I have a ton of Gen Zers on my team. And so it's great just to watch those generations meld and figure out how we, how we best connect to our owners and our audience. We spend a lot of time in the outdoors just as a team, when we have meetings and stuff like that. And I just love what comes from it. And then we take those best practices and really implement them with our guests because it's, it's the same. We all camp. Most of us in our team, we love spending time in the outdoors. So it's like what's gonna be attractive to us? We are our own demographics, right? Ryan Embree: <laugh> There you go. Well, I wanna shift gears and congratulate you and your team, the entire KOA team, recognized as one of the top 50 most profitable franchises by Franchisee Business Review. What do you think Kim, I mean, obviously, when we talk about franchises and we look at the ROI, but I think there's probably a different type of reward that comes with having a KOA franchise, being obviously we look for that, that financial one, but also from kinda to build something meaningful. You talked about the legacy of some of your franchisees and that being a family business. We've talked about the close connection and memories that you get from camping. Well, first of all, congratulations, but what do you think you and your team did to kinda make that list? Kim Wootteon: Thank you. We're really, really proud of this recognition. And I think it speaks to just the uniqueness of the brand. So we have a unique mix of brand standards and entrepreneurial spirit. KOA is a franchisor unlike no other, you know? And I've worked with a lot of the big franchisors, especially in our industry. I've worked with the Marriott brand and Hilton and IHG and Jellystone and Sun Outdoors. But what I think I love most about KOA, which makes it such an attractive business opportunity, is, we're hyper-focused on quality. We're hyper-focused on our brand position consistency. We have three brand positions within the KOA brand. We have the KOA journey, the KOA Holiday, and the KOA Resort to really help campers identify and connect with the experience they're looking for. But what I love the most about our franchise that is different from a lot of others is that each location is truly unique to space and place, which fuels the creativity and the pride of our owners. So there are certain things that you will find very standard across the KOA portfolio, and there, there's an expectation campers have with KOA, but every single location is unique. And that's what makes the system of campgrounds truly special. You're not gonna get the same overall experience at any two locations. And our owners take an immense amount of pride in understanding the market that they're in, understanding their campers, and building an experience that drives them to come back and stay with the KOA brand and book again, and at the same time, is quite profitable. So that unique blend of uniqueness and standards is what really sets us apart. And I will say to you, I remember this, if I didn't shout out just the incredible support that KOA offers its franchisees. Again, I've kind of worked with many franchisors, but the support that KOA offers is quite unique. I'm very, very proud to be part of that. We have an amazing field operations team, franchise operations team. We have a team of just passionate, dedicated franchise business coaches that are working with our owners every single day to help them truly grow their business and optimize their investment in the KOA brand and then their campground. We have a whole coaching team within commercial strategy focused on marketing and revenue, and how to maximize revenue and optimize profitability. And then multiple other departments across the organization that really, their customer is the franchisee. And so I think this is a really adequate representation of the hard work our team puts in to support our owners on a daily basis. Ryan Embree: Yeah. I mean, with a, such a complex ecosystem that we kind of talked about throughout this episode, it's a true testament to the work you and your team are putting in to be recognized. So again, congratulations to you and your team on that. We're gonna shift gears. This is the rapid fire portion of our episode. I love doing this and I was looking forward to your portfolio specifically. You're no stranger to travel, Kim, you've already mentioned. So we're gonna get to list a series or a series of questions to get to know you and the KOA portfolio a little bit better. So let's start with favorite view at one of your properties. Kim Wootteon: Yeah. So, and just for the record, so I have been to well over 100, almost 200 KOAs across our systems. I've been really fortunate to see a lot of our portfolio with some amazing, amazing properties and experiences. But I was just recently at the campground in Fredericksburg, Texas, which is under construction. We are building it and it'll be introduced to the KOA system this fall. But the view from The Overlook, which is sort of our main building in the back part of the campground with all of our food and beverage and our meeting space and our pool and our lazy river, the view is absolutely spectacular overlooking the entire campground. The sunsets are great, and it was just, it was a really magical moment. Cassady Quintana: Awesome. Ryan, write that down. We gotta take a look at when that one opens up. Ryan Embree: Yeah, for sure. Kim Wootteon: You've gotta come experience it. And, and Ryan, we do have some amazing glamping accommodations, so you'll get all of the amenities of home and a really cool outdoor setting. Ryan Embree: Love it. Best both worlds, for sure. Cassady Quintana: All right, Kim, favorite fun fact about one of your properties? Kim Wootteon: Oh my gosh. There's so many options because we have such a diverse portfolio. But one of the things we learned as we were prepping for America 250 and just kind of learning our history is the Mystic KOA campground in Connecticut has a house on property that wasn't built in the United States. It actually existed before the United States existed. It was brought over as settlers have founded that area. And it's still standing on our campground today. And there's a lot of history with that property. Ryan Embree: So it's one of my favorite questions to ask, just because you get to learn these, these stories that you would have no idea about. Very, very cool. What about favorite guest experience or amenities at one of your properties, Kim? Kim Wootteon: So, the Mount Rushmore KOA Resort at Palmer Gulch has a rodeo, like a full-on rodeo. <laugh> So that's a crazy thing to experience. The campground in South Padre Island is right near SpaceX, and we just built these beautiful, RV sites, along this peninsula on the water, so you can see the SpaceX launches. And then there's simple things like blueberry picking in covert and just amazing hiking near some of our National Park properties. Cassady Quintana: Awesome. Something for everybody. There's something for everybody at every different property. Yeah. So kind of with that in mind, what's one of your favorite locations of your properties? Kim Wootteon: So it's funny. So I am a camper myself and I love to spend time outdoors. And I have kind of this unique mix of properties that I love to visit because, every time I camp, I look for a different experience. So I love, like, Lake Placid, KOA, it's just that, like, quintessential camping experience, really, really wooded and nature-driven. If I'm looking for just incredible beauty with really, really amiditized recreation, I love the Astoria KOA on the Oregon Coast. If I want a tropical resort retreat, I go to Sugarloaf KOA or Fort Myers KOA. So it's just, it's. I don't know. I can't pick one. I love too many of them, which is my problem and why I'm always on the road and traveling. <laugh>. Cassady Quintana: It's a good problem to have. Kim Wootteon: Exactly. I know, right? Ryan Embree: That's what I was gonna say. <laugh>. Well, we appreciate you playing along with us. As we wrap up today, we always have kind of a tradition to, especially, with some of our industry leaders that we get the opportunity to speak to multiple times. You teased back in March, you had working on that revamped website that we talked about you formed a new AI team. What's the status of those projects? And then maybe just looking into the future, what's your vision for, for KOA as we wrap. Can't believe I'm saying this. Wrap up 2026 and go into 2027. Kim Wootteon: Oh, my gosh. Yes. We, we are really hyper-focused on 2027 right now as a leadership team, which is crazy. I'm like, we're all happy through 2026. But yeah, we ha - we've had a ton of really large projects this year as a brand, and really in, in that vein of trying to modernize our brand to meet the guest expectation, the owner expectations, and stay that, brand of choice. Both of our projects, the development of our AR team and the rebuild, redesign, and launch of our new website, as well as campground landing pages and a new content management system are going incredibly well. We are on track to launch in Q4 with a slew of continued enhancements throughout 2027. A lot of really AI-focused efforts for koa.com, specifically in trip planning and just communication on a site, as well as personalization. We know that that's so important. How does a guest land on the site and how is everything really customized and tailored to what they're looking for and what their needs are and how they've came to before? So those two teams have been really, really critical in, in the rollout of this project. And selfishly for me, the AI team does a, a lot of work with our internal teams, and how do we impl - improve the employee experience? So the work they've been doing just, I mean, so many efficiencies for my role and so many other roles across the organization around really quick access to data within our KOA ecosystem. Like every bit of data I could ever want to access is available through our AI platform. I am able to ask questions quickly, research things quicker, and really get to an end result, which makes the analysis of our business so much easier in identifying trends and opportunities. So those two pieces are just really game changers, not only for our brand, but in the industry right now. And 2077 is stacking up to be a pretty, pretty insane year as well, with just really double down focusing on how do we continue to attract guests, retain guests, really strong focus on that short-term leisure RV camper, and kind of that mash of how do we take all of our legacy campers and all of these new campers and really just exceed expectations to grow the business next year. Ryan Embree: Wel like I said, a true embodiment, a brand that is truly trailblazing in hospitality. So wish you luck with all of those projects. We'll have to keep a close eye on which campgrounds we'll do an onsite. I still haven't given up on that dream of doing - Kim Wootteon: No, we're, we're gonna get you outdoors, Ryan. <laugh> Ryan Embree: Let's do it. I'm, I'm looking forward to it. I can't, I can't wait. So, Kim, we know you're busy. Thank you so much for taking the time to join me and Cassady here on The Suite Spot. Kim Wootteon: Yes, thank you both. It's a pleasure. Cassady Quintana: Thanks, Kim. Ryan Embree: All right. Thanks, everyone. And thank you for listening to Suite Spot. We'll talk to you next time. To join our loyalty program, be sure to subscribe and give us a five-star rating on iTunes. Suite Spot is produced by Travel Media Group. Our editor is Brandon Bell with cover art by Bary Gordon. I'm your host, Ryan Embree, and we hope you enjoyed your stay.