In recent years, Campingnavigator has been closely observing how campsites and holiday villages promote themselves online. According to Peter Doornekamp, the company’s owner and a long-standing voice in the European outdoor hospitality industry, the real challenge today is no longer simply being online, but building a credible, consistent and far-reaching digital presence in an increasingly fragmented landscape. The following article stems from that perspective: an invitation to reflect on the role of specialised portals, on the importance of a balanced promotional mix, and on the new opportunities emerging through artificial intelligence.
The way campsites and holiday parks promote themselves is evolving rapidly. Not long ago, a printed brochure and a basic website were enough. Today, standing out online has become more complex and competitive than ever. In this context, specialised camping portals – platforms that present campsites and holiday villages – play an essential role.
Their independent position, established authority, and focus on holidaymakers make them trusted guides in a crowded digital marketplace. At Campingnavigator, we fully share this view, but we would add one important dimension: the success of a campsite or group does not depend on any single portal or channel, but on a well-balanced mix of several partners.
Platforms such as PiNCAMP, ACSI, Koobcamp, CampingVillage.travel, Camping.it, and many others, each have their own reach, specialisation and audience. Some are stronger in the German market, others have a solid Italian or Croatian following, while others focus on budget travellers or, conversely, on the premium segment. Their strength lies in offering independent recommendations, providing guests with a broad overview that builds trust – a value that no individual campsite or chain can claim on its own.
Avoiding the single-channel trap
Yet in practice, we often see campsites – and particularly larger groups with substantial marketing budgets – choosing a single preferred platform or relying exclusively on their own channels. It might seem logical, but it limits visibility and diversity in promotion. It’s the classic “We at Nike recommend Nike” trap. When communication is confined to one’s own brand channels, the message risks losing objectivity and credibility in the eyes of potential guests.
The solution lies in a conscious distribution of promotional efforts. Instead of choosing one partner over another, aim for a balanced presence across multiple independent platforms. This approach not only expands visibility, but also takes advantage of the different market niches served by each channel. In reality, it’s both a risk-management strategy and a way to build the market as a whole.
It may sound simple, but it is rarely put into words – even though it’s essential to keeping the entire ecosystem healthy. Multiple strong players working together ensure a dynamic and innovative sector.
Looking ahead: the “Kiss of AI”
In the coming years, artificial intelligence will transform the way guests discover campsites. Digital assistants and search engines will increasingly base their suggestions on data and objective recommendations. That’s why it’s vital for campsites today to make their data widely and independently available. Those who rely solely on their own channels or on a single platform risk being left out of AI-driven recommendations. Only by collaborating with multiple independent promotional partners can the sector remain visible, relevant and accessible in this new playing field.
It’s time for campsites, holiday villages and groups to move beyond their traditional boundaries. Success will no longer come from relying solely on one’s own name or favourite platform, but from investing strategically in a broad mix of independent partners. In doing so, not only will individual businesses enjoy greater visibility, but they will also help lay the foundations for a stronger, more innovative and future-proof sector – from portals to artificial intelligence.
Angelo Cartelli has been appointed as the new general manager of Club del Sole