The European camping and outdoor hospitality sector continues to experience steady growth in international demand, particularly from Northern European markets. However, for many operators, effectively reaching and converting these audiences remains a complex task. Differences in booking behaviour, expectations and communication channels require a structured and market-specific approach.
Drawing on more than five decades of experience in international distribution, Vacansoleil – originally established in the Netherlands and now part of the French Maeva&Co Group – offers a perspective on how Southern European campsites can better position themselves towards these high-potential markets.
Market data confirms a consistent increase in cross-border bookings across European campsites. Travellers from the Netherlands, Germany and Scandinavia represent a particularly attractive segment: they typically have higher travel budgets, longer holiday durations and a strong propensity to travel abroad.
At the same time, these guests are more demanding in terms of information, planning and service standards. Reaching them requires more than simple visibility; it requires alignment with their decision-making processes.
Different booking cultures require tailored strategies
One of the primary challenges lies in the significant variation in booking behaviour across European markets. In Southern Europe, guests – particularly in Italy and France – tend to book relatively late and often return to familiar destinations. By contrast, Dutch and German travellers plan well in advance, frequently securing their holidays as early as the winter months. Scandinavian guests also favour early booking, but their choices are strongly influenced by factors such as environmental quality and sustainability.
For campsite operators, this implies the need to adapt both timing and messaging. Early availability, transparent pricing and clear information become essential when targeting Northern European markets.
Understanding what drives choice
Insights gathered by Vacansoleil in collaboration with research agency PanelWizard highlight several recurring patterns among Dutch campers, which are broadly indicative of Northern European demand. Camping remains strongly associated with family travel, particularly among households with younger children. At the same time, couples represent a significant share of the market (over 75%), often seeking a balance between relaxation and exploration (nearly 50%).
Destination choice is primarily influenced by environmental quality and perceived value for money. Proximity to water – whether sea, lake or river – plays a decisive role, as does the presence of facilities such as swimming pools or water parks, especially for families. Equally relevant is the importance of a child-friendly environment, which continues to be a key differentiator for many operators.
The concept of camping itself is undergoing a gradual transformation, with comfort increasingly central to the guest experience. Private sanitary facilities are now considered a significant added value by a large share (48%) of Northern European guests. At the same time, alternative accommodation formats continue to diversify demand: glamping solutions are gaining traction, particularly among families with older children, while more traditional options such as bungalow tents remain relevant (34%) for younger segments. Caravans, on the other hand, are especially popular (38%) among senior travellers, who are also more inclined to travel outside peak season.
The importance of clear and detailed communication
Another critical aspect concerns the level of detail expected in pre-booking communication. International guests tend to focus on practical information that may be overlooked by domestic visitors. Operational details – such as the availability of fresh bread in the morning, specific pool regulations, the language of entertainment programmes or the presence of local dining options – can have a direct impact on booking decisions. Providing this information clearly and in the guest’s native language contributes significantly to conversion rates.
Demographic trends in Europe point to a growing segment of travellers with greater flexibility in terms of travel periods. Older guests, in particular, are increasingly choosing to holiday outside the peak summer months. For campsite operators, this represents a concrete opportunity to strengthen occupancy during the shoulder seasons. These guests tend to stay longer and demonstrate higher spending capacity, making them a strategically relevant target group.
Distribution and technology as enabling factors
In an increasingly competitive environment, digital distribution plays a central role. Platforms capable of operating across multiple markets and languages allow campsites to increase their visibility without proportionally increasing marketing investment.
Vacansoleil, for example, manages a European distribution infrastructure available in ten languages, supported by technology that integrates real-time availability and booking functionalities. Solutions of this type can facilitate access to international demand while reducing operational complexity for individual campsites.
For Southern European operators, the opportunity to attract Northern European guests is significant, but it requires a deliberate and well-informed approach. Understanding cultural differences, adapting communication and leveraging the right distribution tools are no longer optional – they are essential components of a sustainable international growth strategy.
LeadingCampings of Europe campsites are ready for the start of the 2023 summer season