In the world of campsites, revenue management and dynamic pricing are often perceived as practices better suited to hotels and potentially risky for the open-air sector. This is somewhat paradoxical, because modern camping villages – seasonal, multi-format and increasingly oriented towards early bookings – are actually among the hospitality businesses where revenue management can generate the greatest impact.
One of the most common mistakes is allowing the complexity of the offer to be reflected in the way prices are communicated. The wide range of accommodation types, when presented without a clear hierarchy, can create confusion and push guests to make their choice based solely on the lowest price.
An effective approach is to organise the offer through a clear and easy-to-read structure, dividing it both by product lines – such as camping pitches, mobile homes, glamping units and apartments – and by standard levels, which may include categories such as economy, standard, superior and premium.
This makes it possible to present the different accommodation types in an orderly way while also differentiating the offer according to the level of comfort and services provided. Such a structure helps guests navigate the options more easily and enables managers to manage price differences consistently, linking them to differences in perceived value.
The fixed price list: a sense of security that now comes at a cost
For many years, fixed price lists represented stability and reassurance. Today, however, in a fluid and highly competitive market, this rigidity often translates into missed opportunities. On the one hand, campsites miss the chance to capture more price-sensitive demand during certain periods; on the other, they underestimate the willingness to pay of guests who would recognise greater value during periods of high demand. The result is a silent loss of revenue that can never be recovered.
The most common concern relates to the relationship with repeat guests: the fear of being perceived as “unfair” because one guest pays a different rate from another. In reality, travellers encounter dynamic pricing every day in many sectors. What creates distrust is not price variability itself, but the absence of a clear and coherent logic. Prices that change without a clear method create confusion, whereas data-driven dynamic pricing becomes a tool for long-term sustainability.
Not an injustice, but an advantage for guests as well
When properly implemented, dynamic pricing is not unfair – it can actually benefit guests. The principle is simple: those who book in advance enjoy more favourable conditions, while those who book closer to arrival and/or during periods of high demand pay more.
Despite the introduction of dynamic pricing strategies, pricing for repeat guests can continue to coexist with these models. The key is to guarantee this segment more advantageous conditions than the rest of the clientele, for example through semi-fixed rates that only become dynamic at a later stage.
These are the principles that HotelPerformance has followed in numerous revenue management implementation projects for camping villages over the years, offering tailored solutions based on each property’s size, operational needs, management style and market opportunities.
What initially seemed daunting has now become indispensable for properties such as La Rocca in Bardolino, Europa Silvella and Fornella in San Felice del Benaco, Spiaggia d’Oro and Du Parc in Lazise, Union Lido and Marina di Venezia in Cavallino Treporti, as well as many others in different destinations.
The numbers that guide decisions
Revenue management is based on key KPIs (Key Performance Indicators) such as occupancy, average revenue per unit and revenue per available unit, supported by dynamic indicators such as booking pick-up and year-over-year comparisons. Without this constant monitoring of data, the risk is reacting to events rather than anticipating them.
In an increasingly professional open-air hospitality market, continuing to rely solely on fixed price lists is no longer a cautious choice, but a competitive disadvantage. To learn more about HotelPerformance’s approach to revenue management applied to camping villages, you can download their free ebook Revenue Management for Camping Villages.
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