Everyone is convinced: outdoor tourism will be the key to this tourist season. And to make it one of the most desired options by Italian families, some large operators have decided to join forces and launch a strong communication initiative. So, Open Air Next Step was launched – under the patronage of Faita-Federcamping, Assitai and Assocamping – bringing together six major player: Baia Holiday, Charme Holidays, Human Company, Club del Sole, Vacanze col Cuore and Crippaconcept.
The project was presented today, explaining the dimensions of the open air phenomenon and explaining why, in a post-emergency period such as what we are going to experience, high-level campings are the most suitable structures to better enjoy the 2020 holiday.
3.3 billion income
Maurizio Vianello, president of Faita-Federcamping, highlighted that this sector has 70 million annual presences which generate a revenue volume of 3.3 billion. A good portion of these, however, comes from foreign tourism, which cannot be taken for granted and should be quickly recovered. To achieve this goal, a double action is necessary: quickly repositioning itself on the European market and, above all, attracting an Italian public that seems increasingly inclined to embrace this type of holiday.
Professor Magda Antonioli, director of Acme – Bocconi University and Councilor of ENIT, underlined how an “epochal crisis” is being experienced, and that requires an unequivocal supply chain response. In particular, it will be important to offer an even more marked service customization and a great ability to offer “last minute” opportunities.
Signs for the future
“Attention must remain focused on the potential of open air, where we have large spaces surrounded by nature,” said Bruna Gallo, Commercial Director of Human Company. “In the 2020 season, we arrived at the end of January with positive and interesting numbers, even in reservations. Then came the Covid-19 emergency, which in the March / May period burned, according to Istat, 18.5% of the presences. Our observatory built in collaboration with the Piepoli Institute gives us comforting signals: 69% of the people interviewed said they intend to go on vacation in the next 12 months, 14% less than a survey made last year. But to date only 4% of customers say they have canceled their booking for 2020. The desire for a return to normal emerges strongly and we have to work on these numbers, also because they no longer look at open air as a way to save money: the motivational driver has become the search for an almost holistic experience. The new target will be tourists who have not approached us so far, such as those in the cruise sector. And open air tourism in Italy could be a textbook example, becoming a best practice for the entire industry.”
According to Piergiacomo Bianchi, operational manager of Baia Holiday, the problem is that in outdoor holidays 68% of customers are foreigners. “We will have some problems getting them there and therefore we must recover on the Italian market,” he said. “There will be a large number of customers available to come to our facilities, but so far we have not been able to communicate to the public and travel agencies what type of product we are able to offer. While other structures are forced to remodel the spaces with great difficulty, in our structures social distancing is already a positive factor: the average density in Italian camps ranges from 40 to 100 square meters per person. Our smallest campsite measures 15 hectares and our housing units are connected not by corridors, but by tree-lined avenues. Hygiene, space and fun are guaranteed, but the end customer is not yet aware of what we are able to offer“.
Northern Europe and Italy: similar wishes
Moreover, the concept of camping has completely changed over the years, also on the basis of the demand from northern European customers, who initially were satisfied with the Italian natural scenarios, but who over time have become more demanding. “Ours have been transformed into luxury, advanced and modern structures, because the customer today is also looking for emotion and experience,” comments Loek Van De Loo, founder of Vacanze col Cuore. “And we respond with new generation mobile homes and well-equipped parks, with ‘glamping’. The new generations of Northern Europe and Italy customers are very similar, as their wishes. Today there are many Italians of the new generation with small children who willingly come to our facilities. I am confident that with this great social campaign we will be able to open the doors to the new Italian public“.
Carlotta Ederle, managing director of Vacanze di Charme, confirms that the situation is uncertain and difficult to predict, with some of the foreign customers lost, but also that there are some positive signals from the internal market. “Today we want to make our way in that part of the Italian market that still doesn’t know us. This is why we have joined together, to enhance the open air offer and give a positive signal to the operators. This message must reach young families, millennials and generation Z, people aged between 20 and 40. The campaign, entitled “Vivi Nuovi sogni, vivili Open air”, will start in late May, will be emotional and impactful and will last eight weeks. Safety, well-being and tranquility in contact with nature combined with comfort will be the fundamental elements to bring out“.
Campsites are the safest places
Adriano D’Andrea Ricchi, managing director of Club del Sole, stressed that from the point of view of safety, outdoor holidays are the ideal solution. “All companies in this sector have very high quality standards and are capable to easily implement all the protocols that are developed, many of which are actually already followed. Environment, prevention, disinfection/sanitation and information/training are the four pillars on which we base ourselves. After all, what we are not missing is the space, the check-in procedures and the management of the common services have already been reorganized. Today, campsites and open air facilities are the safest places. With the holiday which in my opinion is now among the essential goods, we can also push on the ‘green’ concept, thanks to the contact with nature, a limited energy consumption and a near-to-zero territory consumption“.
Confirmation also comes from Carlo Berizzi, professor of the Department of Civil Engineering and Architecture of the University of Pavia. “We can date the birth of open-air tourism, especially seaside tourism, in 19th century in England, where polluted cities recommended holidays by the sea. I see a parallelism with the current situation, where urban density is a health risk. Outdoor accommodations can provide an excellent response, not only because they respect the rules, but also because they transmit security to the customer, with delimited areas, organized in pitches distributed over large areas and autonomous services. With Faita, we are finalizing a document that will contain suggestions for a safe holiday, which will be able to support communication with guests“.
Faita guidelines soon
“We will shortly be putting online a handbook for all members,” concluded Maurizio Vianello. “It took a long time because we were waiting for general rules from our government, but in reality there were as many guidelines as there are associations that represent entrepreneurs. Today we are trying to transform them into unitary documents involving the Regions. If we accepted only the national guides prepared by INAIL, the entrepreneur’s responsibility would prevail, which can be a source of litigation and which worries the sector“.
If these are the fears, it must be said that the confidence for a recovery capable of laying the foundations for future growth is high. Just push on the right buttons. And the Open Air Next Step initiative will take care of this.
“The Lantern” project wins at the International Summer School by CrippaConcept and the University of Pavia