In the open-air hospitality sector, every season is an opportunity to meet new travellers – people discovering camping holidays for the first time, not drawn by the lowest prices, but by a desire for something authentic, different, and more liberating. In this constantly evolving landscape, Titanka! offers a strategic reflection on communication. Today more than ever, it’s not enough to show how beautiful a campsite is: you need to know how to truly speak to those who still aren’t sure whether it’s the right place for them.
Is this the right place for me?
Every season brings new guests: couples, families, young travellers who have never set foot in a campsite or holiday village. They’re not necessarily looking for the cheapest deal, but for something genuine. A credible reason to try a different, freer kind of experience. A simple yet powerful question lingers in their minds: “Is this the right place for me?”
To reach these new tourists, communication needs to evolve – to become more human, clearer, and more reassuring. It’s not about saying everything, but about saying what truly matters, at the right moment. Open-air tourism is changing too – and those who manage it must change along with it.
Today, choosing a holiday begins well before the actual booking. It starts the moment a potential guest visits your website, looks at a photo, or reads a social media post. And they begin to ask questions – ones they may never send in an email or ask over the phone. Perhaps they’ll type them into Google. Or they’ll ask ChatGPT. To that silent question – “Will I feel comfortable?”, “Is this the right place for us?” – you need to be ready with an answer before it’s even asked.
Communication that reassures
Nowadays, to sell a holiday, you first need to reassure. A stunning sunset or an impressive pool is no longer enough.You need to build empathy, to pre-empt uncertainty. In the past, you might have written: “Surrounded by nature.”Today, it’s more effective to say: “No noise – just your breath, slowing down.” Where once “All services included” might have sufficed, now you can be bolder: “We’re here for you – even if it’s your first time travelling with a newborn in a camping village.”
The right words convey confidence, familiarity, care. They reduce the anxiety of the unknown and help those who’ve never tried an outdoor holiday imagine themselves in that world.
From USP to URP
In marketing, we often talk about the USP – Unique Selling Proposition. But in tourism, we need a new acronym: URP – Unique Reassurance Proposition. It’s not just about convincing; it’s about making the guest feel safe. Even before they book.
URP is built through the details – in website copy, in the tone of your emails, in your chatbot’s voice. And it speaks especially to those who aren’t (yet) seasoned campers. To those wondering whether their accommodation has a bathroom. Whether they’ll sleep well. Whether they’ll truly be able to relax. That’s why the language must be simple, direct, and kind. Like the way we’d speak to a friend: “You’re going to love it. And if you’ve got any doubts, we’re here for you.”
Where to start
There are three concrete steps that can improve the communication of a camping village:
- Review the text on key pages – Homepage, accommodation descriptions, quotes: every word should convey warmth and reliability.
- Pre-empt the hard questions – The ones that often aren’t even asked. “What’s it really like sleeping in a bungalow? Will I be disturbed? Are there mosquitoes?” Better to answer these in advance.
- Create content that reduces anxiety – On social media, in newsletters, and videos, show real life in the village – not just the brochure version.
Conclusion
Tourists are no longer just looking for information. They’re looking for certainty. And if you can respond to their doubts before they even voice them, you’ve already made a difference. Today, good communication is a core part of the offering: it’s the first service you provide – even before check-in.
Nenad Škuflić – Maistra Camping