The way people plan, search for, and book their holidays is undergoing a profound shift. The rise of AI-powered digital assistants – such as ChatGPT, Google Gemini, and Sora – marks a transition from a traditional search engine model to a new approach based on direct answers. According to Peter Doornekamp, Owner & General Manager of Campingnavigator, this transformation is set to have a significant impact on the campsite industry across Europe.
Until recently, holidaymakers would type keyword-based queries into Google, such as “nice campsite on Lake Garda with a swimming pool”. Increasingly, however, they’re turning directly to AI assistants, which provide an instant, concise answer based on a small number of selected sources. There’s no scrolling through a list, no need to click – the content is delivered directly, and in many cases, booking options are included within the response. In this scenario, if a campsite isn’t among the sources chosen by the AI, it’s as if it doesn’t exist at all.
This means competition is no longer just between campsites. For the first time, businesses are competing with the algorithm itself. The battle for visibility is shifting from keyword rankings to so-called “answer positions” – and websites with high domain authority start with a major advantage. AI models favour reliable, well-established sources, and these rarely include the individual websites of smaller campsites. In this new environment, campsites need smart distribution strategies and new forms of collaboration with platforms and partners that are visible and authoritative in the eyes of artificial intelligence.
For this reason, Doornekamp explains, the role of other key players in the sector should also be acknowledged, as – like Campingnavigator – they have made camping a priority and have built a solid reputation in the digital sphere.
Another very tangible consequence of this shift concerns marketing costs. Continuing to invest solely in traditional digital campaigns may prove not only ineffective but significantly more expensive. Campsites currently spending €500 a month on Google Ads may soon find themselves needing to spend ten times that amount just to maintain the same visibility – or risk being overtaken by more adaptive competitors.
That said, this isn’t a doomsday scenario. On the contrary, there are plenty of opportunities for those who act early. Campsites that start now to build authoritative content – through customer reviews, partnerships, and exposure on AI-compatible platforms – will be able to create a strong and credible digital presence. It’s also becoming increasingly strategic to work with online portals and partners that enjoy a robust reputation and are able to distribute content effectively. Leveraging first-party data will be equally important, through tools like newsletters, communities, and loyalty programmes. Finally, experimenting with AI tools directly can bring both operational benefits and a competitive edge over the medium term.
The real challenge, then, is not to avoid AI, but to learn how to use it to your advantage. The digital future of open-air tourism isn’t a threat – it’s a wake-up call. Ignoring this shift in the hope that things will stay the same risks a gradual decline in bookings and consumer interest. Campsites that look ahead, by contrast, are already laying the foundations for tomorrow’s digital visibility.
“Asked whether AI will affect our industry,” Doornekamp concludes, “the answer is obviously yes. But the real question is this: how can we use it to our advantage?”. Campingnavigator is already actively working in this direction, but this is a challenge the entire sector must face together. That’s why the upcoming European open-air tourism trade fairs will be a key opportunity to explore and discuss these developments. An open conversation – with customers, partners, and even direct competitors – is essential. Because in a world shaped by algorithms, collaboration will be one of the keys to staying visible, relevant… and booked.
According to KOA, there will be nearly 16 million families camping in the United States in July