The winter seminar of Yelloh! Village was held in Marseille from 4 to 6 February, bringing together franchise members, affiliated suppliers and part of the head office team to review ongoing projects and outline future challenges. The annual gathering represents a key moment for alignment across the network, combining operational analysis with strategic planning.
The 100 Yelloh! Village campsites located in France, Spain and Portugal are approaching the 2026 season with cautious optimism. As of 2 February, the group reported consolidated growth compared with the 2025 season, with reservations up by 5.1%, nights by 4.1% and turnover by 4.5%.
Management highlighted the positive impact of the Early Booking campaign, which has performed particularly well in the Spanish, Danish and Portuguese markets, currently leading the overall growth trend. These early results provide encouraging signals for the months ahead, especially in a context where booking windows and consumer behaviour continue to evolve.
Quality as a competitive differentiator
Quality remains the central pillar of the brand’s positioning. The added value of Yelloh! Village lies in the high standards delivered across facilities and services throughout the network. This commitment has been recognised at European level, with 15 Superplatz awards from ADAC and 12 TopCamping distinctions from ANWB.
These accolades position Yelloh! Village as the leading European brand in the ADAC ranking and second in the ANWB classification, immediately behind the Dutch brand Ardoer. The awards confirm the consistency of quality standards across different markets and reinforce the network’s premium image.
During the seminar, the 2025 customer satisfaction results were presented in detail. Specific analyses were shared regarding the relationship between expenditure and satisfaction by department (exploitation ratios), the correlation between e-reputation indicators and survey data, and brand loyalty dynamics. This analytical approach reflects the group’s intention to combine qualitative excellence with rigorous performance monitoring.
Preparing for an AI-driven environment
Looking ahead, the group is actively preparing for a tourism landscape increasingly shaped by Artificial Intelligence. The seminar provided an overview of a new IT strategy based on a completely renewed architecture, from the booking engine to the property management system (PMS).
The objective is clear: to enable the network to receive reservations directly from AI engines in the future. This technological transformation is designed to ensure interoperability, data fluidity and responsiveness to emerging distribution channels, while safeguarding the brand’s standards and operational coherence.
A focus on the human dimension
The event also featured a keynote address by Serge Trigano, founder of concepts such as Club Med and Mama Shelter. His speech emphasised the centrality of the human dimension in tourism and addressed the challenge of succession in family-owned businesses.
This intervention resonated with the structure of Yelloh! Village itself, whose campsites are owned and managed by independent family entrepreneurs. The culture of differentiation, embodied by each owner, remains a defining characteristic of the brand.
A premium vision of camping
For more than 25 years, Yelloh! Village has positioned camping as a genuinely premium experience, bringing together what it describes as the most beautiful open-air hotels in France, Spain and Portugal. Comfort, authenticity, entertainment and water parks are integral elements of the offer, alongside a strong emphasis on personalised guest experiences.
Each campsite maintains its own identity, shaped by the personality and vision of its owner, while adhering to shared quality standards. The diversity of the portfolio and the commitment of the teams to guest satisfaction underpin the brand’s philosophy, often summarised by the expression “Artisans of Happiness”.
The Marseille seminar once again underlined the group’s dual focus: maintaining rigorous quality standards across its European network while preparing structurally and technologically for the next phase of development in a rapidly evolving tourism environment.
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