Nenad Škuflić – Maistra Camping

Maistra Hospitality Group is an important Croatian hotel group whose portfolio consists mainly of 4- and 5-star hotels in Zagreb and in the most attractive destinations on the Adriatic coast: Rovinj, Vrsar, and Dubrovnik. The company operates under 3 specific brands: Maistra Collection brings together the most luxurious and charming hotels, Maistra Select manages accommodation facilities in the most beautiful seaside locations, and Maistra Camping has in its portfolio six campsites in Istria, between Rovinj and Vrsar. To get to know this reality better, Camping Business interviewed Nenad Škuflić, Camping Cluster Director of Maistra.

Camping Business – The 2022 season promises to be very positive for the camping sector. How did the 2021 season go and what are your expectations for this year?
Nenad Škuflić – In the first six months, the Maistra Camping brand made 25% more overnight stays compared to the same period in 2019. If the circumstances do not change significantly as far as the Covid pandemic is concerned, we expect the same booking trend for the peak of the season. The best results were achieved in those camps in which the most was invested in the past period, that is the camps in which toilets were renovated, new mobile homes were set up as well as additional facilities for children. We expect the same structure of guests this year compared to the period before and during the pandemic. We continue to record the largest number of guests from our leading emitting markets such as Germany, Austria, Slovenia, the Netherlands, and Italy.

Camping Business – You manage several facilities. Do they all follow the same philosophy and are aimed at the same target or is the offer differentiated? And what are the reasons for this choice?
Nenad Škuflić – Our campsite brand is based on the promise of delivering services and accommodation that makes our guests feel reborn through the experiences linked with the nature, being in the very beautiful, green locations on which our camps are positioned. Each campsite in our portfolio is diversified from the other – not only by destination but also by focus on different type of customers and different demand – some are more premium, some more family orientated, some focus more on the outdoor activities, some are naturist.

Camping Business – Most of the outdoor tourism in Croatia comes from abroad. What are the strategies you apply to attract customers from other countries?
Nenad Škuflić – Our advertising is focused on Germany, Austria, Nederland, Slovenia, Italy, countries from where the majority of our guests come. We have very strong promotional campaigns such as Early bird, Long stay discounts etc.

Camping Business – Is there anything in your offer that differentiates you from your competitors?
Nenad Škuflić – All our campsites are located in attractive locations right by the sea and close to Rovinj and Vrsar tourist destinations. They are known for their beautiful and preserved nature, pleasant climate, and clean sea as well as variety of accommodation options. Every year we invest in the quality of the service and the accommodation offer, sanitary facilities, beaches, and outlets. Our campsites have also many international and national awards and make part of, for the camping community, important associations.

Camping Business – In terms of technology and innovation, what are the areas in which you invest the most?
Nenad Škuflić – We’re actively working on our digital campsite project which supposes a comprehensive innovation of all our services. With every new project and future investment, we strive to be as innovative as possible by using and implementing the newest technologies. All our process innovations and technologies are used in a vast array of sectors- from our food and beverage department to reception and housekeeping. We aim to maximize the comfort of our guests by implementing user friendly, accessible, and fast services. Our online check-in service has vastly accelerated and simplified the check-in process, and the Maistra app which gives our guests the possibility to use an array of services which makes the campsite experience all the more comfortable – just to name a few innovations we’ve implemented successfully.

Camping Business – Sustainability is becoming an increasingly relevant issue. What is your approach to this aspect?
Nenad Škuflić – Sustainability is always in our focus and an integral part of all our projects. We are holders of relevant certificates such as ISO 14001 certification, as well as the Ecocamping certification achieved by our Porto Sole campsite. Using renewable energy sources is of integral importance for us, and an essential part of future investments and projects. While planning and designing new projects or implementing any new structures we consider and monitor every tree in the area, cautiously preserving the existing high-value fauna as much as possible.

Camping Business – Among your projects and activities, is there something that you would define as “best practice” and that is giving you satisfaction?
Nenad Škuflić – Customer satisfaction, practicing excellence in all processes and absolute emphasis on quality are what we would define as our “best practice”. As an example, we have implemented a digital survey during stay which allows us to better understand the needs of our guests and resolve possible shortcomings in real time. By receiving direct feedback from our guests, we can work on improving all our existing services and further perfect the offer. Investing in new sanitary facilities is also something we find particularly rewarding. On the camping cluster level of Maistra, in 2022 we have renovated 5 sanitary facilities in the campsite Amarin, 3 in Valkanela and 2 in Polari. Furthermore, during last two seasons we have invested in 6 more sanitary facilities. Not only do we invest in sanitary facilities, but also in other structures like in this year’s 300 totally renewed pitches in Amarin. We have also launched the new MaiEats brand that offers three restaurant concepts – Pizza & Pasta, Grill and Burger with a fresh, seasonal, and local food offer.

Camping Business – The phenomenon of working on vacation is growing. Do you have any specific offers to meet the needs of this type of campers?
Nenad Škuflić – Our desire is to bring our offer closer to the expectations of the guest and to surpass it. We have recognized the needs of our guests who are flexible and have the ability to combine work and vacation, and with our offer we can adapt to these additional requirements. For example, our Porto Sole campsite is open all year round, so even in winter time we have guests who take full advantage of the combination of working on vacation. As the needs of guests change, we are looking to accompany it with a corresponding offer.

Camping Business – The number of digital nomads is also growing in Europe, often asking for longer periods of stay. Are you also equipped for this type of clientele?
Nenad Škuflić – Digital nomads are also part of the new wave of modern tourists and as pointed out in previous question, here as well with our offer we can adapt to their requirements. Our campsites are equipped with different type of accommodation, restaurants, bars, washing machines, sanitary facilities… so they could easily see our campsites their next home away from home.

Camping Business – Do you also offer package solutions for corporate events, parties, or weddings?
Nenad Škuflić – We give possibility for organizing smaller events but only in the period of low season when there is enough space to isolate the event so as not to disturb the guests staying at the camp.

Camping Business – How are customer inquiries changing in this post-Covid period?
Nenad Škuflić – As expected, we have noticed less modifications and changing reservations and more reservation made in advance and not last minute, like in previous year.

Camping Business – How do you manage the post-vacation customer contact and how do you try to convince them to return to your campsites?
Nenad Škuflić – We have a lot of returning guests and each year we try to enlarge the number with special offer newsletters for them as well as with MaiStar Rewards Club, loyalty program where members are rewarded with experience benefits by collection points and club prices for all the accommodation. This is very attractive to our campsite guests as they are the largest consumers of the loyalty program within Maistra Hospitality Group.